Our ATHLEISURE LIST features premier fitness gyms and spas with you. We share the methods, offerings, amenities and more. On Oct 17th, we launched ATHLEISURE LIVE which features a fitness method of note that we host a session and select curated goodie bags for our fitness and fashion influencers and media. We kicked off our first one at IMAXShift and took a moment to find out more about this DUMBO gym.
ATHLEISURE MAG: What is IMAXShift and what is the meaning behind the name?
BRYAN MARCOVICI: IMAXShift is all about getting away from the repetitive and monotonous workout routine. The name is about getting people to ‘shift’ their expectations about what fitness can be and expect more from their ride. We want people to expect the magic of IMAX, to understand how being fully immersed in a visual experience can change the way they perform, the effort they give, and the enjoyment and results they get back. It’s about transporting your mind while you transform your body.
BREE BRANKER: IMAXShift is indoor cycling powered by IMAX. We have the great fortune of IMAX branding, giving us their theatre geometry, sound technology, and that big famous screen. Our goal is to use the screen to enhance your workout, immersing you in inspiring footage to help you achieve next-level results.
JESSE ALEXANDER: IMAXShift is a visual, physical, emotional, visceral journey that takes you sprinting, jogging and climbing all over the world BEYOND it. Our name comes from the basis of "Shifting" your reality. Prepare to lose yourself and gain everything.
AM: Who are the creators of IMAXShift and what are their backgrounds?
BM: Mark Weinberg (COO) and I (CEO) are seasoned managers who look for opportunities to disrupt existing businesses or industries that all seem to follow the same approach. We partnered with two of the leading indoor cycling instructors in NYC, Jesse and Bree, to ensure that IMAXShift is a performance-driven workout that is as fun as it is effective.
AM: In addition to the current location, are their plans to open additional ones?
BM: The first IMAXShift location in DUMBO is a pilot designed to prove out an entirely new approach to fitness. Early customer response has been extremely positive. If this concept proves successful, our goal would be to expand to several new locations along the east coast such as Boston or DC in the backend of 2017.
AM: What amenities are offered?
BM: In staying true to the IMAX brand, we sought to make the entire experience in our studio a premium one. We offer Redken products in the locker rooms as well as Detox Dry Shampoo. More importantly, we’ve partnered with Glam&Go to open a salon within our space that offers express styling services to our riders.
AM: Do you sell apparel in your studio?
BM: We have a small, but growing, line of private label apparel designed to showcase our brand and give a shout-out to the amazing DUMBO community around us.
AM: What types of workouts are offered?
BB: We have our signature ride, which is an eclectic blend of scenic footage, digital performance based worlds, and music videos; giving you a variety of high intensity bursts of energy balanced with internal and emotional moments. We have a music video ride which is a mix of fun and current music videos, inspiring more of a let go and have fun vibe in the studio, never leaving out our beloved intervals.
And lastly we have theme rides, some based in music such as a Beyonce ride, and some based in visuals such as the Around the World in 45 Minutes Ride. We have also done current event themes such as the Olympics Ride showcasing all of the summer events as well as a Suicide Squad ride, featuring footage from the movie and the soundtrack. Last but not least we have strength and recovery workshops in the lobby after certain classes in a series called FLOORPLAY, educating our riders on their bodies and ways they can use the studio space before and after class to enhance their performance and increase their social activity.
JA: At IMAXShift we offer our "signature ride" where you will hear all the beats from Hip hop, Pop, remixes, EDM and a throwback or 2 that will make you either shout, smile or flex (I like to flex!). You'll see visuals ranging from racing over the oceans in Hawaii, riding the beat through the Galaxy (note-avoid the asteroids!), or sprinting through our music reactive digital worlds. Theme rides for the holidays include Disclosure V Diplo, East Coast v West Coast Hip hop (we will be TAKING YOU to those coasts), and of course Beyonce V Jay Z. Not like any theme ride you've taken before. Come Ride Beyond.
Read more from the Oct Issue of Athleisure Mag