Our Story
From a cyclist's idea to a revolutionary training device — the journey of S-Rower.
Where Cycling Meets Rowing
The S-Rower story begins at the intersection of two sports and one family's passion for both.
I'm Raz Malchi, a lifelong cyclist and bicycle component developer with a passion for innovation in cycling. Along with two partners, I created Twenty Peaks, a platform for outdoor event organizers, further deepening my connection to the cycling community.
It was my son Elia's competitive rowing career in Italy that unexpectedly sparked the idea for S-Rower. In early 2024, during one of our many drives to his training sessions, we discussed the indoor workouts his team performed.
That's when inspiration struck: Why couldn't my interactive smart trainer at home be used for rowing sessions as well? The possibility of a dual-purpose training system that could serve both sports felt like an opportunity too good to ignore.
From Garage to Production
The journey from concept to working prototype unfolded in just a few short months.
Following that pivotal conversation with Elia, I spent the next couple of months bringing the S-Rower concept to life in my home workshop. I welded steel profiles, ordered parts online, and gradually assembled a functional prototype that could transform my smart trainer into a rowing machine.
The early tests were promising – the resistance systems designed for cycling could be effectively adapted for rowing motions. With each iteration, the prototype became more refined, and the potential of the idea more evident.
Convinced of the concept's viability, I took the next critical steps: filing a patent request with a leading firm in Israel and contacting an engineering studio specialized in prototyping and small-series production to develop the first two official S-Rower units.
Our Team
The passionate individuals behind the S-Rower innovation.
Raz Malchi
Founder & CEO
Lifelong cyclist, Entrepreneur and component developer. The visionary behind S-Rower and the driving force for its realization.
Afik Shoham
Lead Engineer
"At AGT Design Ltd, we don't just solve problems – we innovate. Our passion is turning complex challenges into elegant, efficient solutions that drive our clients' success."
Victor Zeroth
Software Director
Experienced software engineer specializing in game development across native platforms and web applications.
Global Manufacturing
Strategically positioned to serve athletes worldwide.
As part of our commitment to quality manufacturing and efficient distribution, S-Rower is establishing assembly factories in strategic locations worldwide:
- Italian Facility: Serving the European market with production expertise in the heart of cycling country and connecting to the competitive rowing community where the S-Rower concept began.
- Israeli Operation: Supporting the US and other global markets while leveraging Israel's renowned high-tech expertise to further enhance our product development and innovation pipeline.
This dual-production approach ensures optimal supply chain efficiency, reduced shipping times, and responsive regional customer support for S-Rower users around the world.