Cru Row Club

Branding and collateral for a new rowing gym aimed at moms looking to maximize their ‘me’ time.

Former college rowers, Betsy and Elizabeth started CRU to be a workout club that was more intense, more fun, and more competitive than a typical routine. Ultra named and branded CRU Row Club with a minimalist style inspired by the sport’s clean lines and basic elements of water, rower, and boat. Their unique “by moms for moms” model with on-site daycare gives them a unique message in the fitness space.