The SUP02 Rowing introduces a completely different paradigm compared to traditional seated rowing machines: moving to a standing pulling pattern dramatically increases accessibility, perceived quality, and training impact. Conventional rowing machines work well only for users who already have good thoracic mobility, scapular control, and lumbar strength; for everyone else, they become “difficult” machines, often ignored or used incorrectly.
The SUP02 removes these barriers. The standing position naturally stabilizes the spine, reduces lumbar compensations, and allows a more intuitive alignment between hips, chest, and shoulder girdle. Users no longer need to “learn” the posture: the posture happens spontaneously. This lowers the technical entry barrier, broadens the potential user base, and turns a traditionally complex exercise into a movement that is intuitive and rewarding.
From a business perspective, the meaning is straightforward: a rowing machine that requires no supervision, causes no discomfort, and can be used by anyone becomes a high-rotation machine. More daily usage translates into higher perceived value, stronger retention, and greater revenue per square meter.
In a market where many gyms offer the same products, true differentiation can no longer rely on the quantity of equipment but on the quality of the experience. The SUP02 Rowing is an iconic machine: the moment you see it, you understand it belongs to a completely different category than traditional rowing units.
The standing position, the free-yet-controlled biomechanics, the fluid movement, and the immediate back activation create an experience that seated rowing machines simply cannot replicate. This makes the club’s StandUp area instantly recognisable, visually striking, and perceived as exclusive.
For the club, this translates into higher positioning, stronger communication, spontaneous word-of-mouth, and a competitive advantage that other gyms cannot close by purchasing generic products. Where others offer “just another rowing machine”, a club that chooses the SUP02 offers a training experience that exists nowhere else in the world.
Boutique gyms and hospitality structures rely on two strategic levers: visual impact and perceived quality. Every piece of equipment must be intuitive, elegant, safe, and immediately communicate that the facility offers something exceptional.
The SUP02 meets all these requirements. Its vertical design enhances premium environments, the standing position reduces error risk even without supervision, and the natural trajectory makes the experience accessible to international guests, non-expert users, and people with different levels of mobility. It is equipment that works perfectly even without explanations—an essential feature for facilities where staff cannot always be present.
For hotels, the SUP02 is particularly strategic: it improves the guest training experience, reduces maintenance issues caused by incorrect use, and instantly conveys that the fitness center is modern and well-curated. In a context where online reviews influence booking decisions, this becomes a direct commercial advantage.
The SUP02 is not just a machine: it is a coaching platform. The standing row allows trainers to integrate postural variations, scapular control work, and core stability patterns that are difficult to apply on traditional rowing machines. For a personal trainer, this means more room for customization and more tools for building sellable programs.
A PT can use the SUP02 to design programs for upper-back toning, postural correction, thoracic mobility, scapular health, upper-body reconditioning, women-specific routines, and advanced protocols—all without risking lumbar overload. Users immediately feel the precision of the coaching, sense the correct muscle activation, and associate the machine’s quality with the quality of the service.
This creates a double effect: increased trust in the trainer and higher purchase of premium programs. A machine that makes PT work easier, clearer, and more impactful automatically increases coaching revenues and strengthens the professional perception of the facility.
The StandUp area is a TECA-exclusive concept: nothing comparable exists in the global market. The SUP02, together with the other machines in the line, creates a visual and functional language that makes the area instantly distinguishable from any traditional weight room.
The standing pull, the vertical design, the free-but-guided movement, and the coordinated aesthetics of the machines establish a strong and unique identity. Clubs that set up a full StandUp zone are not merely “adding equipment”: they are introducing a new training experience that becomes a signature feature of their brand.
Competitively, this advantage is enormous: competitors cannot replicate the StandUp effect because StandUp itself is irreplicable. A gym may have benches, lat machines, and pulley towers like every other facility, but no one else can offer an area that works in an upright position with this fluidity, this technical feel, and this visual impact.
In a saturated market, recognisability is gold. The StandUp area delivers exactly that—and the SUP02 Rowing is one of its central pillars.
