The LED lights dim, and a driving rhythm begins to pound through the professional-grade sound system. An instructor mounts a Star Trac Spinner NXT cycle—the same model all the students are riding—and begins to call out instructions. The class uses the bikes' advanced mechanics to simulate uphill climbs and smooth straightaways. Such is the scene during every class at InMotion Cycling Studio. Afterward, staff members provide towel service or show visitors to the water cooler, where they can replenish a depleted water bottle or attempt to engage strangers in office small talk.