Ruben
Aug 4, 2025
Shifting from casual fitness to a club built for competition
A club that had gone too far into casual training asked for help returning to its competitive roots. We delivered 100 participants, a clear training structure, and a pathway for new members to get race-ready.
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. On top of that, the club didn’t really have anyone consistently holding the sessions. There were only two coaches, and they didn’t have the time to cover every training. Without enough coaching support or a clear structure, it was hard to build a strong racing culture again.
Solution
We stepped in and designed both the program and the campaigns to attract the right kind of people. The focus was on challenge, growth, and teamwork, not just casual rowing. We trained a number of long-time coaches within the club so they could confidently lead the program and support new members. At the same time, we consulted with the leadership on what they should continue offering after the program to ensure that participants would progress into competition. The course wasn’t just about rowing technique — it was about building habits, learning to push limits, and becoming part of a team.
Result
110 people signed up. The club then opened 50 spots for the continuation program, and those spots were gone within two days without needing any extra push — a clear sign of how much people loved the program. Now the club trains with a proper structure that develops rowers into racers, and they have enough coaches to make sure no one feels overwhelmed. The culture has shifted: Hammarby has added back its competitive fire while keeping the social side alive. It’s once again a place where people come not just to row, but to compete.
