Fest Track On Sirk TV Film Review: SPIN WARS [Tribeca Film Festival - New York, New York]
The spin craze of the early 2000s was a blip on the cultural radar but for something born out of New York society, it is a fascinating perspective of human nature fueled by community and torn apart by business. "Spin Wars" [Spotlight Documentary], directed by Philip Byron, does a good job of showing the nature of the business and, in this story, it is mostly ruled by women. In that essence especially it shows Soul Cycle and how it was built. Within that, the context of loyalty is really an engaging motif. Everyone is pushing towards the same thing but how it is built is tricky as it is just marketing the right idea (but in essence how does one not lose its soul - pun intended). The essence of spin cycle classes (as this type of business according to the documentary) in this country more began in the Hamptons as a socialite/bored housewife habit. It was all about the personalities of the instructors and their playlists. When it moved to NYC and the backstabbing that was involved per se began, it took on a different idea of self (thouugh the brand of it became infinitely popular for a couple of years). Marion Roaman and Ruth Zukerman were at the forefront of this (as instructors -- especially Ruth) but interestingly enough those with money pushed it into the stratosphere and seemingly pushed the personas out who helped create it (again according to the facts in the doc). This is, of course, how business works and the initial agreements were based on handshakes and promises (which never turn out well).
The documentary tries to level the playing field but the two main people in Soul Cycle ended up getting bought out for 90 million each and declined to be interviewed in the documentary. There is conference footage of them which allows for an interesting parlay of "she said/she said". Bitterness will always follow but it all depends how far it goes. Zukerman is the one who helped define the instructor experience. She was able to help start another spin company flourish but it fell under the weight of COVID as did most. The past is an interesting aspect to reconcile. The culture of Soul Cycle is shown including thoughts from former employees and instructors. In that way, it is a fascinating time capsule of early 2000s social media in the way it called itself out but made fitness a social gathering. Everyone was in a room together having the share experience which since COVID is all but gone. People just go to the gym but it is not a community experience. Peloton, is shown as the antecedent that came out of nowhere with COVID. Most of the particpants thought (including Marion who was initially approached about being involved) that it just could not work. But COVID changed the flow and Peleton became the "It" trend for a hit minute. But then culture (specifically a scene from "Sex In The City" -- likely the movie) rendered Peloton a shadow of its former self. The documentary really, like anything, captures the detail of a niche and finite moment in time before people lost interest. Social cruxes are that way. B+
By Tim Wassberg
