Lite Rower Launch

I introduced the Ergatta Lite — even more beautiful to photograph, and a full $1,000 less — before the holidays with a CNN Underscored exclusive.

It was a no-brainer: our core market was deeply rooted, but we wanted to address a larger, more competitive consumer base with a lower upfront cost. Working in tight coordination with the product, engineering, and physical engineering teams, we created the Ergatta Lite from scratch in six months.

Leading the campaign end-to-end, I set up two shoots for studio and lifestyle content and unveiled a wider marketing strategy that re-envisioned Ergatta’s website and its paid and organic presence, shifting from a one-product company to a multi-product brand with bundles, add-ons, and up-value opportunities. In the months leading up to launch, I hosted editors at the MADE Hotel in Flatiron for a demo week, where I negotiated placements and landed an exclusive story.

The Ergatta Lite immediately became a sensation. It made up over 60% of Ergatta’s conversions at a similar margin, with over half of buyers adding very-high-margin add-ons.