It's long been established that spinning (and SoulCycle in particular) has a cult following. You can't get on an NYC subway without seeing a "Tap It Back" tank top. Critics say it's crazy to spend money on an hour-long journey to nowhere.
But IMAX thinks it may have solved this issue.
It just introduced IMAXShift, a new indoor cycling class that takes place in front of one its "larger-than-life" screens. People will ride through the solar system, over the coasts of Hawaii, or through trippy, music-reactive visuals (you know, like in da club).