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AUGLETICS today stands for technological innovation in the field of smart rowing machines – developed and assembled in Germany, recognized for design and functionality, and valued by users in the home fitness sector as well as by rowing clubs and studios. However, the journey began with a simple idea, a prototype, and an ambitious team.
The founding of AUGLETICS dates back to 2015. At that time, a group led by Flavio Holstein, himself a former competitive rower with a degree in Technical Computer Science, developed a first functional prototype of a novel rowing ergometer. The goal was to make rowing, one of the most effective full-body sports, accessible for home training through modern technology, quiet design, and smart digital features.
What initially was merely an ambitious idea in an academic environment quickly developed further through targeted funding and entrepreneurial support – driven by the conviction that rowing training can offer a realistic, challenging, and simultaneously motivating experience even without water, wind, or noise.
The young founding team received a decisive impetus through the EXIST Founder’s Grant, a funding program of the Federal Ministry for Economic Affairs and Energy and the European Union. It supports innovative startup projects from universities with financial resources, coaching, infrastructure, and expertise. A prerequisite for funding was a detailed business plan, which, among other things, made the project’s innovation potential, market viability, and feasibility assessable.
AUGLETICS convinced the evaluators, also thanks to the close support from the Startup Advisory Service of Freie Universität Berlin (FU Berlin). The project was initially accompanied by
Another key role in the development of AUGLETICS was played by entrepreneur Stefan Kötitz, who also had a rowing background. He recognized the potential of the idea early on and joined the project as a partner. With him came not only financial resources, but above all comprehensive manufacturing expertise, entrepreneurial experience, and a clear vision for a product’s market readiness. This combination of sports science understanding, technical development spirit, and business management expertise laid the foundation for sustainable company development.
The first prototype, functional as it was, merely represented the starting point. The following years were characterized by intensive further development, testing phases with rowing clubs and athletes, and numerous improvements in ergonomics, software, braking technology, and design. The goal was to create a device that enables ambitious training in the living room – quiet, low-maintenance, and intuitive to operate. Today, AUGLETICS offers two models that realize this vision: the Eight Sport and the Eight Style. Both are characterized by the specially developed, controlled magnetic brake, an integrated virtual coach, a modern touch display, and production in Germany.
AUGLETICS has its headquarters in Königs Wusterhausen, Brandenburg, just outside Berlin. Development, assembly, and quality control take place on-site. “Made in Germany” is not a marketing promise here, but a lived practice. Since 2023, the company has been sustainably profitable, now employs a team of approximately 20 to 30 employees, and shows continuous growth – not only in the German market but also internationally.
In addition to private customers, the clientele now also includes rowing clubs, personal trainers, and small fitness studios. Furthermore, the company is involved in elite sports – among other things, as a partner of the Women’s Sweep National Team.
The founding story of AUGLETICS exemplifies the successful transfer of knowledge and ideas from science into practice. An EXIST-funded project evolved into a multi-award-winning company that now sets new standards in digital rowing training.
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