While IMAX might be a brand better known for its association with movies, the platform is expanding to incorporate exercising with an immersive cycling program that immerses consumers into outdoor settings while they workout indoors. The concept provides consumers with an experience that allows their mind to be preoccupied with zooming through simulated outdoor landscapes.
The theatre spaces that IMAX films are shown in will replace movie theatre seats for stationary bicycles to accommodate the IMAXShift program. Consumers will be able to watch the large-scale screen be filled with nature footage to keep their minds busy while their body work hard at pedalling along to their motivational instructor's cues and catchy music. Each rider's stats will also be tracked for personal progress use.