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Eric Von Frohlich, co-founder of Row House and founder of EVF Performance CrossFit Upper East Side, died last week at 60, according to Athletech News. He helped popularize rowing as a boutique fitness format and later served on the board of Rock Steady Boxing after his Parkinson’s diagnosis. Tributes from colleagues describe his influence as a coach, business leader and advocate.
Eric Von Frohlich, the co-founder of Row House and founder of EVF Performance CrossFit Upper East Side, died last week at age 60, Athletech News reported. Frohlich was a prominent figure in New York’s boutique fitness scene, where his work helped bring rowing to a wider fitness audience and his coaching shaped athletes and colleagues; after being diagnosed with Parkinson’s disease, he also advocated for the Parkinson’s community.
Frohlich and his wife, Debra Strougo, co-founded Row House in 2014. The company helped establish indoor rowing as a boutique group-fitness offering, according to Athletech News. Frohlich also founded EVF Performance CrossFit Upper East Side, where he developed a reputation for demanding, thoughtful coaching and creative approaches to training.
The couple also founded Fitizens Holdings, which advised and invested in health, fitness and wellness companies. After his Parkinson’s diagnosis, Frohlich joined the board of Rock Steady Boxing, a nonprofit focused on exercise programs for people with Parkinson’s. Athletech News said he used his visibility and experience to support the community and inform approaches to care.
Frohlich is survived by Strougo and their children, Magnus, Carter and Bella, along with siblings and extended family, according to the report. A collection of tributes published by Athletech News drew on messages sent to the outlet and public social media posts; the publication said some were lightly edited for clarity and length.
A Lasting Mark on Boutique Fitness
Frohlich’s death is being felt across several parts of the fitness world: group rowing, CrossFit coaching and Parkinson’s advocacy. His work with Row House contributed to making rowing more approachable for people who might have found the sport intimidating, while EVF Performance gave him a platform to shape how members experienced training and community.
The tributes also point to an influence beyond business or exercise programming. Rock Steady Boxing board member Ryan Cotton said Frohlich was a genuine listener whose outlook combined realism with optimism after his diagnosis. That account underscores why his advocacy mattered to people facing Parkinson’s: it came from someone living with the disease and working within the fitness community.
Colleagues’ descriptions are personal assessments rather than independent measures of his impact. Taken together, though, they show the breadth of the relationships he built—as an entrepreneur, a coach, a board member and a friend.
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From CrossFit to Row House
Frohlich’s career linked two distinct strands of boutique fitness. At EVF Performance CrossFit Upper East Side, he developed a coaching practice rooted in challenging workouts and personal engagement. In 2014, he and Strougo brought that entrepreneurial approach to Row House, building a business around indoor rowing as a group class.
His Parkinson’s diagnosis later became part of his public work. Athletech News reported that he served on the board of Rock Steady Boxing, drawing on both his fitness-industry experience and his own connection to the disease. The source does not give the date of his diagnosis or further details about his board service.
In tributes shared with Athletech News, fitness figures recalled different parts of that career. Mark Grabowski described Frohlich as an innovator who introduced many people to rowing, while CrossFit colleague Gina Bradley remembered his willingness to welcome people from varied backgrounds into training.
“You couldn’t know Eric and not feel like you were in the presence of a leader in everything he did.”
— Richard Boyd, in a tribute collected by Athletech News
Details of His Death Remain Limited
The report says Frohlich died last week at age 60, but does not provide an exact date, location or cause of death. It also does not state when he was diagnosed with Parkinson’s or give details about the circumstances of his final days. No further information on those points is included in the available source material.
The published tributes reflect what friends, colleagues and associates shared with Athletech News or posted publicly. They offer personal memories, not a complete account of Frohlich’s life or an independent assessment of the companies and programs with which he was involved.
Tributes Preserve His Work
Athletech News has published tributes gathered over the week following Frohlich’s death. The available report does not announce funeral or memorial arrangements, nor does it describe plans for the future of Row House, EVF Performance or Fitizens Holdings. Any updates on services, business leadership or further public remembrances remain to be confirmed.
For now, the accounts from those who knew and worked with Frohlich record the areas where his influence was most visible: coaching, boutique fitness and Parkinson’s advocacy. His family and colleagues may share additional information or tributes in the coming days.
Key Questions
Who was Eric Von Frohlich?
Frohlich was a fitness entrepreneur and coach who co-founded Row House, founded EVF Performance CrossFit Upper East Side and co-founded Fitizens Holdings with his wife, Debra Strougo.
How old was Eric Von Frohlich when he died?
He was 60, according to Athletech News. The report says he died last week but does not give an exact date.
What was Frohlich’s connection to Parkinson’s advocacy?
After being diagnosed with Parkinson’s disease, Frohlich served on the board of Rock Steady Boxing and used his fitness-industry experience and public platform to support the Parkinson’s community, Athletech News reported.
What is known about the cause of his death?
The source report does not state a cause of death. It also does not provide the exact date or location.
Who survives Frohlich?
He is survived by his wife, Debra Strougo, their children Magnus, Carter and Bella, and other relatives, according to Athletech News.
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