Ernest Reinhardt is a seasoned entrepreneur, product inventor, and creative strategist with a knack for identifying market gaps and building bold solutions.
From helping scale the nationally recognized beverage brand Adult Chocolate Milk to co-founding HARDTFIT and inventing the patented ROWFORMER machine, Ernest’s career is marked by fearless innovation and relentless execution. His experience spans real estate, lending, consumer products, and the fitness industry. Known for turning unconventional ideas into commercial success, Ernest thrives on bringing products to life from scratch and scaling them with smart branding and distribution.
He developed the HARDTFIT method before even creating the ROWFORMER, driven by a vision for a more efficient, dynamic workout. The machine came next—because nothing else existed that could execute the method at scale. That drive to create what was missing defines his approach. Today, the ROWFORMER—a fitness hybrid that fuses Pilates and cardio—is being licensed globally through a partnership with STRONG PILATES, now operating in over 80 locations across 9+ countries, with more than 175 additional licenses pre-sold. The brand’s expansion into the U.S. in 2025/2026 marks another major leap for what began as a bold idea and a DM.
We sat down with Ernest Reinhardt to talk about creativity, risk, and how he handles the unknown.
What inspired you to think so differently about fitness?
Honestly, boredom. I’ve always loved working out, but I was tired of the redundancy. I kept thinking, Why can’t we have a machine that gives you the full-body control of Pilates and the sweat factor of cardio? That sparked the ROWFORMER. I didn’t want to reinvent fitness—I wanted to elevate it.
How do you know when an idea is worth pursuing?
When I can’t stop thinking about it. I test ideas by pressure—does it solve a real problem? Is there a gap in the market? If I can answer yes and stay obsessed for more than a few weeks, I know it’s time to commit.
Was your creativity shaped by any specific experience?
Yes—growing up, I wasn’t the straight-A, by-the-book student. I liked figuring things out my own way. That translated to business. I’ve never been afraid to color outside the lines, and some of my biggest wins came from trusting that creative gut.
What’s the most unexpected lesson you’ve learned from launching physical products?
That logistics are just as important as the product itself. You can have the coolest design in the world, but if you can’t scale it, ship it, or maintain it, it fails. Execution is everything.
Do you approach risk with caution or conviction?
Conviction. I think most people overthink risk. I’ve found that if you believe in the work, understand your downside, and stay adaptable, risk becomes manageable. Comfort zones kill innovation.
How do you handle criticism, especially in early-stage ventures?
I welcome it—but I filter it. Feedback is valuable, but not everyone sees the vision. You’ve got to be open but firm. The ROWFORMER faced plenty of skepticism at first, but now it’s being used in dozens of studios around the world.
How do you structure your team to support a bold idea?
I surround myself with executors—people who can take a vision and run with it. I’m big on autonomy, but I’m also hands-on. We keep our teams small, agile, and motivated by shared ownership in the outcome.
What motivates you on tough days?
Legacy. I want to leave behind things that mattered—brands, products, opportunities for others. On tough days, I remind myself that every setback is part of the blueprint.
How do you choose your partnerships?
Values first. I’ve turned down offers from groups that didn’t align with my long-term goals. The STRONG Pilates deal worked because they shared the same hunger and respect for innovation.
What’s next for you beyond HARDTFIT and ROWFORMER?
I’ve got a few ideas brewing in adjacent industries—tech-enabled fitness, wearable recovery, even a beverage comeback. But I don’t chase markets. I wait until something hits me hard enough that I know I have to build it. When that happens, I go all in.
Read more:
A Conversation With Ernest Reinhardt on Vision, Grit, and Creating What Doesn’t Exist