With their sleek aesthetics, club-inspired music, and cult-like followings, cycling studios have been on top of the trendy boutique fitness totem pole for the better part of the last decade, led by grapefruit-smelling, feel-good-mantra-spouting SoulCycle (which people seem to either love or hate).
Competitors such as Flywheel and Peloton have tried to knock Soul off its throne, but there's a whole new game-changer beginning to take over the world of sweaty, sexy group workouts: indoor rowing.
That's right, the machine that everyone ignores at the gym, the same old one collecting dust in your grandpa's basement, is poised to be the new boutique fitness go-to. And in some cities, it's already happening. Here's why.