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Gareth Bale’s Rowbots takes New Stance as creative agency


By Michael Feeley, Founder and chief exec

May 20, 2019 | 2 min read

Gareth Bale’s fitness company Rowbots has appointed The Miroma Group's sport and entertainment marketing agency, New Stance, as its creative agency.

Rowbots, a rowing-driven fitness concept, boasts Real Madrid and Welsh star Gareth Bale as a joint partner and investor. Billed as "the ultimate workout for the body and mind", Rowbots is set to open its doors in Summer 2019 in the heart of Fitzrovia. The concept combines rowing, dynamic floor exercises and motivational and mindfulness techniques.

New Stance, who were appointed as Spotify’s UK influencer marketing agency this year, are working closely with the Rowbots team across concept generation, production and delivery of creative assets for the brand’s marketing and PR roll out.

Greg Zimmerman, chief experience officer of Rowbots, commented: “After an extensive pitch process, we are delighted to appoint New Stance as our creative agency. Their experience and previous work with sports clubs, federations and talent stood out for us. They understood exactly what our vision is and what we want to execute. We’re excited to work with New Stance on our launch concept with Gareth throughout the year.”

Mark Keisner, chief executive at New Stance, said: “We are extremely excited to be working with Gareth and the Rowbots team. We’ll be showcasing how people can be strong both physically and mentally, utilising the incredible power of rowing along with their tailored workouts. We are looking forward to working with their inspirational team to help illustrate the huge potential of the brand.”

New Stance is a digital marketing agency specialising in sport and entertainment brands and is part of The Miroma Group. Clients include The International Association of Athletics Federations (IAAF) and the NBA.


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Miroma Group

The Miroma Group is a communications collective offering data-driven ideation, creation and distribution services. Established in 2002, challenger thinking, creativity...

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