Shopify Masters Inside Ergatta’s Game-Driven Model and Two-Year Profit Streak
Jan 1, 2026
Tom Ollett, co-founder and CEO of Ergatta, shares his journey of transforming cardio workouts into engaging gamified experiences. He reveals how boredom with traditional fitness sparked the idea for Ergatta's rowing game, emphasizing market research that pinpointed a unique introverted audience. Tom discusses launching during the pandemic, the strategic choice of rowing, and innovative partnerships with manufacturers. He dives into subscription models, game licensing, and the importance of branding, all while reflecting on the lessons learned from his fundraising journey.
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Rowing Machine Sparked The Idea
- Tom Ollett bought a rowing machine after knee pain ended his daily runs and found it unbearably boring.
- That frustration sparked the idea to build gamified content to entertain and motivate consistent cardio habits.
Research Revealed A Targetable Niche
- Deep primary market research revealed a niche of introverted, competitive users who needed gamified motivation.
- Gaming mechanics could uniquely address their habit gaps better than existing fitness solutions.
Games + Gamification Drive Habit Formation
- Ergata combines gamification overlays with actual playable games to boost motivation distinct from class-based platforms.
- The approach rests on behavioral economics and psychology to nudge users into forming habits.