A new era of design-driven fitness has arrived in Cape Town, as premium wellness brand WATERROWER | NOHRD has officially opened its first brand store in Woodstock, introducing South Africans to a new kind of fitness, one that blends performance, craftsmanship, and conscious design.
Stepping into the space feels more like entering a modern gallery than a gym showroom. Each piece, from the sleek NOHRD Indoor Bike to WATERROWER’s signature wooden rowing machines, is handcrafted from sustainably sourced hardwoods, designed to complement modern interiors while delivering world-class workouts.
‘As home gyms become increasingly integrated into interiors, consumers are no longer satisfied with purely functional equipment,’ says Kyle Fuchs, Managing Director of WATERROWER | NOHRD South Africa.
‘Today, fitness pieces are designed to reflect personal style, complement living spaces and align with broader lifestyle values such as sustainability and wellness.’
Where fitness becomes furniture
Founded in 1988 by former US National Team rower John Duke, WATERROWER set out to recreate the ‘rhythm of rowing on water’ and did so with striking aesthetic appeal. The brand’s design roots trace back to Shaker furniture, known for its simplicity, balance, and craftsmanship.
In 2008, the launch of NOHRD expanded the brand’s portfolio into strength, cardio, and wellness, creating pieces that are as much design statements as they are performance tools. Think handcrafted finishes, the kind of fitness equipment you’d proudly display in your living room.
‘WATERROWER | NOHRD sits at the forefront of this trend, creating products that are as visually striking as they are effective,’ Fuchs adds.
Beyond design, the brand embodies conscious luxury. Each WATERROWER | NOHRD product is handcrafted from sustainably sourced hardwoods like oak, ash, and walnut, with every bit of wood waste repurposed.
The company also oversees every stage of production, ‘from sawmill to finished product’, ensuring transparency and sustainability at every turn. Fuchs explains that today’s fitness-conscious consumers want ‘equipment that benefits their body, space, and the planet.’
‘As home gyms become part of interior décor, consumers seek equipment that looks as good as it performs,’ he continues.
This ethos extends to the workplace too; the company champions gender equality, flexibility and progressive sustainability reporting, proving that design and ethics can go hand in hand.
Among the standout pieces showcased in the new store are:
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WaterRower – The iconic ergometer that uses a water flywheel for a smooth, low-impact, full-body workout.
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SprintBok – A self-powered curved treadmill with a flexible wooden belt for a natural run that can boost calorie burn by up to 30%.
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StepBox – A multi-functional storage unit that doubles as a workout bench and seating solution.
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Dumbbell Rack – Sleek, sculptural, and practical, available in the brand’s full wood palette.
Each design prioritises form and function, allowing users to experience high-performance workouts without compromising their living space aesthetics.
The WATERROWER | NOHRD launch in Woodstock isn’t just another retail opening; it’s a reflection of a global wellness shift toward mindful living and sustainable luxury.
South Africans are increasingly looking for ways to integrate fitness, design and environmental awareness into daily life, and this new space perfectly captures that evolution.
‘Exercise is innate to all of us,’ says Fuchs. ‘And NOHRD has redefined it with equipment that is functional, sustainable, and built to last. It’s a premium product with premium service, not for the mass market, but for those who value quality over quantity.’
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Picture: WATERROWER | NOHRD/ Supplied
