Rowbots, a new rowing-driven fitness concept which boasts Real Madrid and Welsh star Gareth Bale as a joint partner and investor, has secured its first location.

To be located at 42 Eastcastle Street in Fitzrovia, Central London, the Rowbots concept employs rowing and dynamic floor exercises to create a complete body work-out.

The 1,800sq ft unit – secured on behalf of Rowbots by property agents Shelley Sandzer – will provide space for 11 rowing machines and floor work with a capacity of 22 people per class.

The interiors have been designed by chief brand and design officer Sarah Mannerings and are based on an industrial-style studio, complete with mood-lighting and "urban-esque" finishes.

Bale – who has won four European Champions League titles with Real Madrid in the past five years – is famous for including rowing as an integral part of his fitness routine, which in turn spurred his involvement in the new concept.

Bale joins CEO Sam Green and fellow investors Greg Zimmerman and Joshua Barnett in the Rowbots top team.

Sam Green, co-founder and CEO of Rowbots, said: “Our objective is to empower our customers to be strong both physically and mentally, utilising the incredible power of rowing which works 85 per cent of the body.

"Right now, London has nothing like this concept. Amid the rise in boutique fitness studios, we noticed this gap in the UK market for a complete workout which both invigorates the body while impacting the mind.

"We have strong aspirations for the future of this concept and are excited about the start of our journey with our debut London location.”