About the club

Hammarby Rowing Club is located in the middle of Stockholm, Sweden’s capital. It’s a club with a long tradition and strong identity. Over time, though, it had shifted into being mostly a recreational club. Most people came to row for fitness, to relax after work, or just enjoy nature. That was great – but the club’s leadership missed the racing spirit that used to be there. They wanted Hammarby to become known again as a place for training and competing, not just casual rowing.

Problem

While the club had many members, few of them had the mindset or ambition to train hard and race. There wasn’t a system to guide people from beginner to racer. Coaches didn’t have a clear plan, and there was no focused effort to bring in the kind of rowers the club wanted. Without a structure to support growth and competition, it was hard to build a strong racing culture again.

Solution

We helped design a course specifically for people who were curious about rowing but also open to training and improving. We didn’t want just anyone – we wanted the right kind of people. The marketing focused on challenge, growth, and teamwork. We trained the coaches to set clear expectations and identify participants who showed motivation and potential. The course wasn’t just about rowing technique. It was about building habits, learning to push limits, and becoming part of a team. That changed the entire feel of the course.

Result

100 people signed up. From that group, the club selected the ones who were truly interested in training and racing. Many of them now row regularly and are already competing in local events. The club shifted its image and culture. It didn’t lose the social side, but it added back the competitive fire. Now Hammarby has a stronger system for finding and developing athletes. It’s once again a place where people come not just to row, but to become racers.