Egypt’s RowCycle Reimagines Sports Innovation Through Sustainability

In this instalment of Startup Spotlight - a series showcasing the region’s most forward-thinking ventures - the focus turns to RowCycle, an Alexandria-based startup transforming discarded Red Bull cans into high-performance rowing fins. Founded by Egyptian entrepreneur Abdelmouez Shahin, RowCycle is pioneering a new era of circular design in sports manufacturing, proving that sustainability and performance can move in perfect sync.
At the core of RowCycle’s innovation is recycled aluminium (Al 3004 alloy) - the same lightweight, corrosion-resistant material used in beverage cans. During his training as a coastal rower, Shahin noticed an unlikely connection between his equipment and his energy drink. “I realised that the fins on my boat were made from aluminium - the same material found in Red Bull cans,” Shahin explains. “That connection sparked an idea: what if the energy that fuels athletes could also fuel sustainability in sports?” Through layering, reinforcement, and composite bonding, Shahin and his team overcame the thinness and instability of the material, optimising the stiffness-to-weight ratio required for hydrodynamic efficiency. The result is a high-performance product that meets competition standards while drastically reducing its environmental footprint.

Each fin’s journey begins with community-led collection drives. RowCycle partners with local cafés, rowing clubs, and volunteers to gather used cans, which are cleaned, flattened, and processed into aluminium sheets. The sheets are then reinforced with recycled polymers for added strength before being handcrafted, coated for hydrodynamic smoothness, and tested by national-level rowers in real coastal conditions.
“Every stage of the process reflects our mission,” says Shahin. “We’re proving that waste can be both a raw material and a resource for innovation.” RowCycle’s model is rooted in the circular economy, transforming waste into a renewable input rather than a byproduct. By leveraging post-consumer aluminium, the company not only lowers material costs but also demonstrates how sustainable design can enhance, not hinder, performance.

“Sustainability wasn’t an afterthought. It became the foundation of our operations,” notes Shahin. “Recycled aluminium performs exceptionally well, reduces costs, and makes professional sports equipment more accessible.” Beyond production, RowCycle leads coastal and lake clean-up initiatives across Egypt and Africa, having collected over a ton of marine waste in the past two years. These programs link environmental action to product innovation, reinforcing the startup’s mission to turn awareness into measurable impact.
Operating from Alexandria, RowCycle has navigated the complexities of Egypt’s developing waste management ecosystem by leveraging strong community networks. Partnerships with NGOs, universities, and sports federations have provided access to materials, volunteers, and advocacy channels.
“Egypt’s sense of community is our greatest advantage,” says Shahin. “Once people understand our mission, they become part of it.” This blend of grassroots engagement and technical innovation has earned RowCycle international recognition, including nominations for the World Rowing Awards Ceremony in Switzerland and the British Rowing Awards for Environmental Champion in the UK. These accolades position the startup as a global case study in how sustainability can drive product performance and brand value.

While rowing fins remain the company’s flagship product, RowCycle’s ambitions extend further. The startup is developing applications for kite surfing and wakeboarding, as well as sustainable trophies and awards for international sporting events - all made from recycled materials.
“Our goal is to become a sustainability-driven design and materials company serving the broader sports industry,” says Shahin. “We’re redefining performance gear by proving that environmental responsibility and technical excellence can coexist.” RowCycle’s journey underscores a growing truth in the global business landscape: sustainability is no longer a constraint - it’s a competitive advantage. By converting low-value waste into high-performance equipment, the company exemplifies how ESG-aligned innovation can generate both environmental and economic returns.
“Sustainability, performance, and affordability form the foundation of our identity,” Shahin saus. “We’re showing that circular innovation can start locally and compete globally.” From the shores of Alexandria to international award stages, RowCycle is transforming waste into waves of progress - and proving that the future of sports innovation is both sustainable and scalable.