IMAX Corporation has announced the test launch of IMAXShift, an immersive group cycling concept built around the primary components of The IMAX Experience. The test studio, which is located in the DUMBO neighbourhood of Brooklyn, New York, will open April 28.
IMAXShift aims to reinvent the indoor cycling experience by offering an immersive and effective workout led by acclaimed instructors and powered by IMAX’s cinema-grade projection and sound technology.
The purpose-built studio, which will accommodate up to 50 riders at a time, features IMAX’s patented theatre geometry and combines ‘crystal-clear’ audio with sharp imagery on a giant IMAX screen.
Single IMAXShift classes start at $31 (£21), while an unlimited membership will cost $325 (£223) a month.
IMAXShift will be working closely with its instructor team – including cycling instructors Jesse Alexander and Bree Branker – and other partners to ensure that every class is a unique content ‘journey’ that augments the fitness regimen and maximises the workout experience.
IMAX aims to create an immersive environment that allows cyclists to feel as though they are cycling through the solar system, soaring over the coasts of Hawaii or pedalling to the beat with music-reactive visuals.
“As an instructor, I am always looking for new and innovative ways to motivate my riders and help them get the most out of their fitness journey,” comments Jesse Alexander.
“What excites me the most about IMAXShift is the originality of the experience; by capturing the energy and buzz of an IMAX theatre in an indoor cycling setting, the workout is truly immersive and no two will ever be the same.”
If the Brooklyn studio is successful, the company plans to employ a licensing approach in order to create studios in other locations.
“Over our nearly 50-year history IMAX has established itself as a leading lifestyle brand and pioneer in blending cutting-edge technology, science and art to create unparalleled entertainment experiences,” says Robert D. Lister, chief business development officer, IMAX Corp.
“As we examined potential areas in which to extend The IMAX Experience, one of the opportunities we identified was the fitness space – where there is a clear growing consumer demand for more engaging group experiences. By incorporating key elements of IMAX’s technology and patented theatre design and working with some of today’s top fitness instructors to develop fully tailored on-screen workouts, we believe the pilot launch of IMAXShift has the potential to set the stage for a new movement in physical activity and offer participants a workout unlike anything they’ve experienced before.”
This article was originally published on CI Europe.