Standup comedian and Hollywood actor Kevin Hart is joining Cambridge-based fitness startup Hydrow Inc. as creative director.
In his new position, the actor and producer will serve in an advisory role related to social media and advertising, creating content for Facebook and Instagram, according to a company spokesperson. Hart will also "host a monthly row for Hydrow members where he'll work out and personally engage with the community," the company said in a release Wednesday.
Hart's first official day as Hydrow's creative director is Wednesday, Oct. 14, but his role is not a full-time office position. Hydrow does not expect Hart to be working in the Cambridge office anytime soon.
Hydrow added that HartBeat Ventures is an is an investor in Hydrow, describing the firm as "a venture fund created to invest in companies with a focus on media, technology and lifestyle that align with managing partner and founder Kevin Hart."
Hydrow met Hart's representatives in February this year. "We quickly saw synergy in his fitness content and started discussing opportunities to work together," a spokesperson for Hydrow wrote in an email. "Kevin got his Hydrow in April 2020 and began to share Instagram stories of his workouts."
Fitness startup Hydrow, which earlier this month hired chief financial officer Ian Drummond from Boston-based SimpliSafe Inc., is known for its high-end rowing machine that allows users to participate in live-streamed workouts — similar to its publicly traded competitor, Peloton Interactive Inc. (Nasdaq: PTON), maker of the eponymous bike. Hydrow has about 90 employees, mostly based in Massachusetts, and over $50 million in funding.
Hart, who recently starred in the "Jumanji" franchise reboot, is currently in production filming Sony's action-comedy "The Man From Toronto," starring in alongside Woody Harrelson and Kaley Cuoco. Hart's Emmy-nominated docuseries, "Don't F**k This Up," was released on Netflix Inc. (Nasdaq: NFLX) last year.
This year, Hart also entered into a partnership with El Segundo, Calif.-based activewear brand Fabletics Men, for which he starred in a commercial saying "Nobody should pay $100 for yoga pants."
"Kevin Hart brings a dynamic approach to Hydrow, and we can't wait to tap into his innovative ideas as we continue to expand our brand," Bruce Smith, founder and CEO of Hydrow, said in a statement. "Rowing has a reputation of being an elitist sport, however, our goal is to shatter that mindset and make it accessible for everyone. We're looking forward to working alongside Mr. Hart to evolve the perception."
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