In 2006, SoulCycle launched out of a small indoor cycling studio on the Upper West side of Manhattan. Initially founded in wellness and spirituality, the company quickly exploded into a cultural phenomenon driven by exclusivity, toxicity, and a cutthroat rivalry with Flywheel and Peloton. With insider access to the high-stakes battle, SPIN WARS features revelatory perspectives on the competitors’ infamous Hamptons locations alongside accounts from spinning devotees including Heather McMahan, Mary Beth Barone, and Katie Couric. Director Philip Byron kinetically unravels the social media–fueled spinning boom and exposes the cult-like following, culture of bullying, and relentless growth-at-all-costs mindset that redefined boutique fitness.