February20
2023
Brazilian Virtual Competitions and rowing app EXR announce partnership to revolutionize virtual rowing in Latin America
The pioneer of Esports in Latin America, Brazilian Virtual Competitions, and Salty Lemon Entertainment, the game development studio behind the rowing app EXR enter into a strategic partnership. To promote competitive, virtual rowing, the companies plan to host rowing events, introduce training initiatives and raise fan engagement.
Antwerp, 20 February 2024
Brazilian Virtual Competitions, the leader in the virtual competitions scene in Brazil, and Salty Lemon Entertainment, the game development studio developing EXR, the internationally acclaimed 3D indoor rowing application, are delighted to announce their strategic partnership. Together, the two companies are committed to driving the virtual rowing scene in Latin America, providing an innovative platform for competition and training.
Endorsed by World Rowing, EXR has become one of the world’s leading rowing applications. The indoor rowing app transports rowers to iconic regatta spots including Lake Bled and Henley-on-Thames. It provides detailed performance statistics and gamified training options, taking a virtual workout experience to unprecedented levels of engagement. This innovative angle is of interest to Brazilian Virtual Competitions since it aims to transform the way Brazilians experience sports.
The partnership between Brazilian Virtual Competitions and Salty Lemon Entertainment seeks to strengthen the position of virtual rowing in the region. Simultaneously, it aims to elevate the competitive landscape and deliver memorable experiences for participants. To bring this vision to fruition, the partnership will focus on 3 key elements.
Firstly, Brazilian Virtual Competitions and EXR plan to host high-level virtual rowing events, involving athletes and rowing enthusiasts from across Latin America. These events promote healthy competition and contribute to the popularization of virtual rowing in the region.
Secondly, the partnership introduces initiatives for the development and training of new talents in virtual rowing. The programs are designed to nurture and refine skills, opening doors for a new generation of virtual athletes.
Thirdly, both companies are committed to promoting community engagement, offering opportunities for fans to interact with their favorite athletes, participate in special events, and immerse themselves in the exciting world of virtual rowing.
Brazilian Virtual Competitions are a pioneering initiative to boost virtual sports in Brazil. Founded in 2020 with an initial focus on virtual cycling, its competitions expanded their scope in 2024, introducing virtual running, virtual rowing, and virtual triathlons. With a continuous commitment to innovation, accessibility, and community, Brazilian Virtual Competitions are aiming to transform the way Brazilians experience sports. Find more information on the website of Brazilian Virtual Competitions.
Salty Lemon Entertainment is the Belgian game development studio behind EXR, the virtual indoor rowing app. The app immerses you in virtual worlds like Boston’s Charles River and to train alongside rowers online. Gamified challenges motivate longer, more frequent indoor rowing. EXR has a free trial to access all training modes, third-party integrations and customizations. Find out more on EXR’s homepage.
Press contact
press@salty-lemon.com
october 6
2023
The rowboat manufacturer Fluidesign and the game studio behind the virtual rowing app EXR announce strategic partnership
Fluidesign, the leading racing single manufacturer in North America, and the virtual rowing game studio Salty Lemon Entertainment announce their strategic partnership. Both entities share a passion for innovation and are dedicated to enhancing athlete performance through the provision of high-quality products and services. The collaboration will kick off with the Head of the Charles Regatta in Boston from 20-22 October 2023, marking an exciting inaugural event for this partnership.
Antwerp, 6 October 2023
The Canadian racing shell manufacturer Fluidesign and the game development studio Salty Lemon Entertainment announce their strategic partnership. As Fluidesign showcases a broad range of highly engineered and customizable rowboats for top rowing results, Salty Lemon Entertainment targets the indoor rowing market by dedicating their app EXR to athletes’ training needs and wishes for the perfect indoor rowing experience. Together, both parties aim to create a holistic approach to rowing and indoor rowing as athletes practice both on the water and indoors.
With its October update, EXR introduced the FluidMax shell by Fluidesign in 3 color variations to their virtual rowing app. The in-game shells are identical to their real-world counterparts, offering athletes the opportunity to own their boats in real life and on virtual waters. To promote its racing shells in EXR, Fluidesign offers exclusive benefits to its customers. “What unites Fluidesign and EXR is our dedication to innovation regarding technical aspects such as engineering and data respectively, but also relating to design and customer-centricity.”, explains Alfred Campenaerts, CEO of Salty Lemon Entertainment. “While keeping things simple yet sleek, we both put the customer first to provide tailor-made products of exceptional quality. I mean, just take a look at Fluidesign’s shells — they’re amazing!”
To inaugurate their partnership and let rowers compare the Fluidesign racing shells to their virtual doppelgangers, Fluidesign and EXR will be attending the annual Head of the Charles Regatta with booths located next to each other. “The regatta is the perfect place to celebrate our partnership and show off our real and virtual shells. We’re looking forward to meeting athletes from all over the world and simply having a good time together as a community.”, says Sam Roberts, CEO of Fluidesign.
Fluidesign, the distinguished Canadian rowing boat manufacturer founded by Olympian Gord Henry, is renowned for its meticulous craftsmanship in creating high-performance racing shells.
Salty Lemon Entertainment is the Belgian game development studio behind EXR, the virtual indoor rowing app. The app immerses you in virtual worlds like Boston’s Charles River and to train alongside rowers online. Gamified challenges motivate longer, more frequent indoor rowing. EXR has a free trial to access all training modes, third-party integrations and customizations. Find out more on EXR’s homepage.
Press contact
press@salty-lemon.com
JUNE 6
2023
British Rowing and Salty Lemon Entertainment announce partnership to drive indoor rowing engagement
Great Britain’s national governing body of rowing, British Rowing, and Salty Lemon Entertainment, the game development studio behind the virtual indoor rowing application EXR, are joining forces. Starting in June 2023, they will promote indoor rowing together to encourage greater participation in this sport. Members of both organizations will also enjoy exclusive benefits. The partnership announcement is accompanied by the release of a new EXR map featuring England’s Henley-on-Thames to add to rowing hotspots like Boston’s Charles River and Slovenia’s mesmerizing Lake Bled already available
Antwerp, 6 June 2023 — British Rowing and Salty Lemon Entertainment have entered a year-long strategic partnership. Whilst British Rowing’s indoor rowing efforts primarily focus on offering workouts and introducing the sport to beginners through world-leading training programs, EXR uses gamification elements to motivate rowers to spend more time on their ergometers. Utilizing their synergy, British Rowing’s presence in the world of exergaming will be fundamentally reinforced and EXR’s attendance at events will increase highly.
The partnership is based on mutual values and a shared vision. “Both organizations share the vision of supporting the growth of and participation in indoor rowing for anyone whatever age or ability worldwide. We want to help more people get a better experience using the rowing machine.”, explains Chris Farrell, Project Manager of Indoor Rowing at British Rowing. He further elaborates on the reason why British Rowing chose EXR as a partner application. ”EXR is machine agnostic, allowing more people with different rowing machines to enjoy a fantastic training experience which is something that supports our goals to increase participation across all areas.”
In due course, members of both organizations will profit from exclusive benefits like discounts and special in-app items. In the meantime, Salty Lemon Entertainment celebrates its new partnership by revealing a new virtual indoor rowing map. It is set in Henley-on-Thames, Great Britain’s traditional rowing hotspot and offers 5 routes. “As a welcome gesture to our British friends, we just released a new UK rowing course as a virtual training location.”, says Alfred Campenaerts, CEO of Salty Lemon Entertainment. “Local rowers will be in for a treat because we meticulously reproduced Henley’s riverfront to replicate the town’s charm and create a homey feeling. A bit further down the Thames, rowers will be surprised by the fantasy parts that make exploring the new map even more exciting.”
British Rowing is a membership organization with 30,000+ members, funded partly by the exchequer and by the National Lottery via Sport England and UK Sport. The organization is responsible for the training and selection of individual rowers and crews representing Great Britain, and for the development and participation of rowing and indoor rowing in England.
Rowing is one of the most successful British Olympic and Paralympic sports of all time,
delivering 39 Olympic and Paralympic medals since Sydney 2000. British Rowing are committed to ensuring that the sport continues to thrive from the grassroots right up to winning medals at the Olympic and Paralympic Games.
Salty Lemon Entertainment is a Belgian game development studio producing EXR, the virtual indoor rowing app. EXR immerses rowers into its virtual worlds like Boston’s Charles River and uses gamification elements like challenges to motivate them to row longer and more often. The app offers multiple modes, third-party app integrations and a free trial.
Want to learn more about British Rowing? Visit their homepage. British Rowing’s indoor rowing services and resources can be found on the all-inclusive website Inside Indoor.
Press contact
press@salty-lemon.com
May 17
2023
EXR makes waves at Sparkx, showcasing virtual indoor rowing at the mega sports hub
Europe’s biggest indoor sports park Sparkx opened its doors this Wednesday in Hasselt, introducing the virtual indoor rowing app EXR to a broad public. On 3 First Degree Fitness rowing machines, visitors can race against each other in the app created by Salty Lemon Entertainment. The collaboration between the game development studio and Sparkx marks a milestone in the promotion of indoor rowing as an accessible exergaming activity.
Antwerp, 17 May 2023 — With its grand opening today, Sparkx became the home of more than 50 virtually-enhanced sports including indoor rowing, represented by EXR. Visitors of all ages and abilities are invited to try out indoor rowing and experience the virtually-enhanced future of this sport. In the 3.500m² facility, 3 rowing machines of the brand First Degree Fitness have been installed to let up to 3 visitors race against each other and put their skills to the test. By offering multiple courses and distances, EXR simulates an authentic racing experience including a leaderboard with Sparkx’s best times.
The launch of Sparkx, which highlights collaborations with national partners like Salty Lemon Entertainment, further strengthens Belgium’s position as a SportsTech player. “Thanks to state-of-the-art sites like Sparkx, Belgium puts itself in the spotlight of the fast-growing market that is exergaming”, says Alfred Campenaerts, CEO of Salty Lemon Entertainment. According to him, locations such as Sparkx also break down accessibility barriers that until now have prevented many from getting acquainted with high-tech tools in combination with and the latest exergaming software. “People who are usually intimidated by technology, don’t have the right tools or find sports boring, now have the chance to come together with their loved ones and get a taste of entertaining, innovative exercises and fun indoor rowing.”
Tickets for Sparkx are available on their website: https://sparkx.com/het-park/attracties/roeien/
EXR is a virtual indoor rowing SaaS of Salty Lemon Entertainment, a game development studio based in Antwerp. With each stroke on the user’s rowing machine, a custom avatar moves through virtual environments like Boston’s Charles River. EXR offers a free trial during which all of its features like the Just Row mode and third-party app integrations are available.
Curious? Take a look at EXR’s homepage.
Press contact
press@salty-lemon.com
JAN 21
2022
EXR undergoes rebrand
This year, the Belgian game development studio Salty Lemon Entertainment is rebranding its virtual indoor rowing application EXR. The rebrand started with the reveal of a new logo and is going to be followed by a reworked online presence and app. The new brand identity is reflecting EXR’s holistic view on high-quality indoor rowing workouts.
Antwerp, Belgium — With the reveal of a new logo, EXR started its rebranding process. The original brand identity emphasized EXR’s focus on recreation. With its new identity, EXR is stepping away from its playful character and embraces a more mature and dynamic standpoint. Since its release in September 2021, EXR has grown its international user base of professional rowers, athletes, and sports enthusiasts. Accordingly, the rebrand illustrates the development from an insider’s tip to a strong competitor in the rowing app market. EXR’s future plans concentrate on the addition of a multiplayer experience and a competition mode.
“We feel like the new identity captures EXR’s focus on high-quality workouts perfectly”, explains Alfred Campenaerts, CEO of Salty Lemon Entertainment. “This rebrand is a milestone for EXR and its following. Naturally, we keep our immersive worlds, feedback-based approach, and reliable customer care, but users can soon expect a revamped app and website.”
Stakeholders are kept up-to-date with the rebranding process via EXR’s social media channels and its newsletter.
EXR is a virtual indoor rowing SaaS of Salty Lemon Entertainment, a game development studio based in Antwerp. With each stroke on the user’s rowing machine, a custom avatar moves through virtual environments like Boston’s Charles River. EXR offers a free trial during which all of its features like the Just Row mode and third-party app integrations are available.
Curious? Take a look at EXR’s homepage.
Press contact
press@salty-lemon.com
oct 01
2021
Salty Lemon Entertainment is the Most Promising Startup Studio of the Year
Antwerp, Belgium – On October 1, Salty Lemon Entertainment was awarded the title of Most Promising Startup Studio of the Year at the Belgian Game Awards 2021. The award show was held online and featured the main categories Studio, Game, and Esports. “We’re honored and thrilled to have won, especially as our indoor rowing app EXR has just been released”, says CEO Alfred Campenaerts. By winning the title, Salty Lemon Entertainment solidifies its place in the gaming industry.
The yearly Belgian Game Awards place the spotlight on innovative agitators in the national gaming industry. To get nominated for the Most Promising Startup Studio of the Year award, studios have to present themselves in front of 7 jurors. “When we applied for the nomination, we were busy concluding the beta phase of our latest project: EXR – The app that makes indoor rowing fun. We had – and still have – big plans, yet convincing the jury of our studio’s and EXR’s value as a sports app that uses gamification was challenging”, explains founder and CFO Keke Kokelenberg. “That’s why winning feels all the better: Thanks to the award, we feel reassured that EXR and the studio itself have a bright future.”
The Belgian game development studio Salty Lemon Entertainment was founded in 2018 by 4 friends. The Antwerp-based studio is supported by among others, Imec.istart and DAE Studios as its focuses on the convergence of technological innovation and passion for sports.
Curious? Take a look at Salty Lemon Entertainment’s website or visit EXR’s homepage.
Press contact
press@salty-lemon.com
sep 09
2021
Get on board Salty Lemon Entertainment’s innovative indoor rowing app EXR
Antwerp, Belgium – On September 9, Belgian start-up Salty Lemon Entertainment launched its indoor rowing app EXR. “The diverse training methods and exceptional visuals create a new indoor rowing experience”, says world indoor rowing champion Ward Lemmelijn. EXR’s immersive virtual environments and its combination of gamification with performance-oriented components are ingredients for success as EXR has already gained an audience in more than 60 countries.
Indoor rowing is a popular workout among fitness fans, competitive athletes, and rowers where fun often comes second. This makes the new app EXR a game changer. The name of the application is derived from the English term “exercise game” – and that’s exactly what it’s all about: With every stroke on the rowing machine, users move their virtual rowing boats through captivating 3D environments. For example, they pass by idyllic mountain landscapes or row on Boston’s Charles River. EXR rewards top performances with high placements on leaderboards or coins which rowers spend on obtaining in-game items such as boats. Such gamification elements invite users to row longer and more often. Additional features such as training schedules, challenges, and performance analyses motivate rowers to also train harder.
Focus on user experience
“We put user experience at the center during EXR’s development,” explains CEO Alfred Campenaerts. He is the brother of world hour record holder Victor Campenaerts and therefore knows how important customized training is. “Thanks to the enthusiastic rowers who had a look around EXR during its beta phase, we were able to develop an app that’s tailored to their needs. As a result, EXR appeals to beginners and rowing champions alike.”
Free Trial
Compared to other rowing apps, the focus shifts from coaching to customizable workouts. Additionally, the setup is simple: To start a workout, users connect a rowing machine to a smartphone, tablet, or computer that runs EXR. Since September 9, the app is available for Android, iOS, and Windows and comes with a 5-day free trial. Afterward, users can continue training with a paid EXR subscription.