Steel Wheels, a brand-new concept in indoor cycling, is opening its first location in the heart of St. Louis’ Central West End at 212 N. Euclid Avenue.

Renovation of the 4,500-square-foot location will begin in July with a grand opening scheduled for winter 2017. The site was formerly home to Regency Stamps.

“The studio cycling phenomenon has swept the country because if its immense health benefits and the ability for people of all ages and fitness levels to take part,” said Bob Koplar, founder of Steel Wheels. “We set out to improve upon an already-effective formula by introducing thrilling videos to keep riders entertained and engaged while making the ride fly by.”

Steel Wheels will feature a giant HD projection screen with images of breathtaking roads from around the world, mixed with music videos and heart-pounding visual effects. Leaderboard technology will allow the more competitive riders to see how they stack up against others in the class, and every participant will be sent an email with performance data from their ride.

“Intensity is up to the individual rider—results are guaranteed just by showing up and participating. If you want to coast, coast away. If you want to compete, ride to win. We welcome all riders from racers to novices.”

The location will offer premium amenities including lockers and showers. Steel Wheels is locally owned and operated and will offer daily, monthly and annual membership packages.