A STROKE OF GENIUS

JUST ONE YEAR AFTER ITS INCEPTION, EAST END ROW MAKES WAVES IN THE FITNESS WORLD WITH THE OPENING OF ITS THIRD LOCATION.

Just one year after its inception, East End Row makes waves in the fitness world with the opening of its third location.

In a place like the Hamptons, where nearly everything is water-themed— from nautical décor to fine seafood dining—it was only a matter of time before fitness followed suit. Enter East End Row, the first studio in the region dedicated entirely to rowing workouts. Since bringing the new rowing rage to the area when it opened its first location last year in Southampton, East End Row has had overwhelming success. After launching a second outpost on Manhattan’s Upper East Side last fall, founder Liza Benson is now debuting a third this summer, in East Hampton.

“We really hit a nerve in the boutique fitness market,” says Benson. “Indoor rowing uses 84 percent of the body’s muscles, provides intense interval training, and is completely low-impact. That’s why we call it the perfect exercise.” Each 50-minute class employs state-of-the-art rowing machines and weight-based strength training, set to beat-bumping music and the sound of instructors shouting, “Legs, abs, and arms!”

“Our concept has always been light and airy, evoking the ocean,” Benson says of the studios’ interior design. But the new East Hampton space comes with some extra seainspired flair, including a giant beach-and-lighthouse photomural and a crew boat hanging from the ceiling. East Hamptonites, get ready to row, row, row your boat! 460 Pantigo Road, East Hampton; 33 Hill St., Southampton, 631-353-3626; eastendrow.com