IMAX is diversifying away from its traditional theater business and experimenting in fitness. Think of IMAX Shift like Soulcycle meets a movie theater — there are rows of bikes and a mic’d up instructor motivates you. But instead of staring at a mirror like you would in other spin classes, flyovers of the Hawaiian coastline, video of epic cityscapes, and trippy visuals flash on a 24-foot tall screen before you. CEO Bryan Marcovici calls it “An experience you’re not going to get anywhere else. New York or the world.” The first IMAX Shift is in Brooklyn, but with the stock (IMAX) down 10% in the last year and increasing competition for screen time, they are looking for viable alternative revenue streams.