Cambridge, Massachusetts-based Hydrow, a maker of connected rowers that allow users to digitally row with professionals, announced that it has raised $25 million with a little help from a Green Bay Packers star.

The round was led by L Catterton, a private equity firm that has also backed Peloton and other fitness companies, such as Equinox, CorePower Yoga and Bodytech.

Rx3 Ventures, which is co-founded by Green Bay Packers quarterback Aaron Rodgers, also participated in the round.

Rodgers launched Rx3 Ventures in 2019. The $50 million fund, The fund, based in Newport Beach, California, invests in fast-growing consumer startups, including men’s wellness brand Hims and new football helmet company VICIS.

This round brings Hydrow’s total venture funding to $52 million, bringing the company’s valuation to $100 million, the company said.

Hydrow, one of BostInno’s startups to watch in 2020, wants to direct this capital to two main projects: To expand its content library and to increase its sales and marketing initiatives. This uptick in efforts is buoyed by the growth in the at-home fitness market with the adoption of virtual workouts. Read the full story here.