Focusing on a "party" on a bicycle, the choice of bicycle-and-fitness-conscious Madison was obvious for what founders hope to be the first of 20 indoor stationary cycling fitness centers nationwide.
Targeting a university crowd, the exercise business promotes its slogan: "You have an active social life. It's time for a social active life."
The CYC Fitness studio has opened with three classes daily at Lucky Apartments, 773 University Ave., co-founded by Stephen Nitkin and Kenny Dichter. A grand opening is scheduled for Thursday.
Dichter, a 1990 UW-Madison graduate and major donor to campus athletics and other charities, started his first business in Madison as a freshman, opening a clothing store on State Street.
Led by "cycologists" and suggesting an "800-calorie burn per class," CYC studios will offer new "music-driven" cycling technology via social media, distance goals and competition. Promotions note a total body workout on the bicycle, using such extras as free weights. For every mile cycled by customers, CYC will make a donation to one of several charities.
According to its website (www.cycfitness.com), customers get their first class free, then pay per "ride," from $16.50 for a single ride for student to $21 for a non-student, with discounts for additional rides.
A second center will open in late November in Austin, Texas, the company said.