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.

Hamptons Magazine - - Contents - BY LAUREN EP­STEIN

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

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