Longevity is a top priority for today’s fitness consumers, and Concept2 designs its equipment with this goal in mind. The high-performance machine manufacturer of the RowErg, SkiErg, BikeErg and StrengthErg, engineers each product to challenge athletes for years, even decades.
This approach sets Concept2 apart from much of the industry, but the company embraces it fully.
“People have accused us of having a flawed business model in that the products ‘last forever.’ We feel lasting ‘forever’ is a good thing for the customer and for the planet,” said Peter Dreissigacker, one of Concept2’s founders. “We are all in this for the long haul and have recently updated the structure of the business to ensure this philosophy lasts into the future.”
That philosophy is now formally safeguarded through the company’s Perpetual Purpose Trust, which makes the trust the legal owner of the company and binds operations to its mission. A stewardship committee of employees guides the company’s direction with continuity in mind, and ensures durability is more than a design principle, it is a defining commitment and a core responsibility.
Built to Last
Creating equipment that truly stands the test of time requires thoughtful attention both during development and long after products reach consumers. Concept2 conducts extensive durability testing during each product’s design phase to ensure any potential issues are resolved before anything goes to market.
And while the company designs with durability in mind, it also recognizes that equipment can sometimes break down or require maintenance. Concept2 takes responsibility for its equipment throughout its lifespan, offering repair videos, schematics and open access to maintenance resources to support wherever the machines are used.
“We want customers to be able to get the parts and the information they need to keep their equipment in good shape,” said Dreissigacker. “We have spare parts for every product we have ever made and knowledgeable people ready to help…We think of customer service as part of the product.”
Innovation Informed by Experience
Beyond keeping customers satisfied, Concept2’s focus on real-world performance informs ongoing improvements and long-term innovation.
“After making sure the customer is satisfied, we use the case to improve the product,” Dreissigacker said. “The longer the product is in the field, the more robust it becomes. It’s continual improvement rather than a rush to make a new product and discard the old.”
Whether developing new equipment or refining existing machines, Concept2 approaches innovation with an open mindset, willing to explore a variety of possibilities before zeroing in on the right solution.
“At every stage of decision making, we expand our list of possible solutions, trying to think of as many different directions as we can and welcome out-of-the-box ideas,” Dreissigacker said. “Then, we can evaluate and select the most appropriate solution, many times landing on something that was not obvious at first.”
While aware of shifting consumer expectations, Dreissigacker doesn’t see Concept2’s future as trend-driven. Instead, the company will continue to lean on its improve-and-evolve methodology to innovate and stay ahead.
“We do not like to follow trends, but rather, do things that have not been done or at least do them differently,” he said. “I think you can see that when you look at the rowing machines and now ski machines that did not exist prior to our products and are now copied quite a bit by other companies.”
Designing for Connection
Product longevity is not only about the physical durability of the equipment, but also encompasses how the product functions and the relationship users build with it over time.
“It is really about the relationship users have with it,” Dreissigacker said. “That relationship is a wonderful, very intangible part of the design process, and something we take very seriously.”
Since the RowErg, SkiErg and BikeErg draw directly from real sports, their movements feel natural and engaging. When these motions are accurately recreated, Dreissigacker explains, users stay motivated and find deeper satisfaction in training that mirrors their athletic goals.
“The product has to have the same feel as the real thing to be engaging,” he said. “That feeling has to do with body positioning, movement and how applying force affects the speed of the movement. They’re very subtle things that add up to the user experience.”
Features that allow users to track their progress consistently also strengthen this long-term relationship.
“I also think the stability and consistency of workout scores (the results a user sees) is something that has taken on a life of its own,” Dreissigacker said. “Over time, a person sees their score improve with hard work or decline as they age. But it is the same benchmark for everyone, because that was the design criteria from the beginning.”
Durability That Makes a Difference
While Dreissigacker is proud of Concept2’s lasting success and its commitment to long-term, sustainable design over the past 49 years, it’s the personal stories he hears from users that are the most rewarding.
“What truly humbles me are the number of individuals who will approach me and tell me their story,” he said. “I had one person tell me the RowErg saved their life after a medical event where their doctor told them they needed to get exercise. He’s been using it every day since.” Through thoughtful design, long term accountability and meaningful user connections, Concept2 has created equipment that endures and continues to shape lives. With a commitment to continuous improvement, the company ensures that longevity remains at the heart of everything it produces.
