Spin Wars Distribution Deal Lands With Greenwich

Greenwich Entertainment acquires North American rights to Philip Byron’s documentary on SoulCycle, Flywheel, and Peloton.

The Spin Wars distribution deal gives the documentary a path into homes nationwide. Greenwich Entertainment has acquired the North American distribution rights, according to an exclusive from Deadline, and a post shared by Greenwich Entertainment and the film’s Instagram account lists a release date of December 22.

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A post shared by Greenwich (@greenwichentertainment)

The film marks the directorial debut of Philip Byron, the former SpringHill Entertainment unscripted chief who now serves as head of original content at Tom Brady’s Shadow Lion. Spin Wars had its world premiere at the Tribeca Film Festival and recently played the Hamptons International Film Festival.

Inside the Spin Wars Distribution Deal

The Spin Wars distribution deal covers North American rights, and Greenwich Entertainment’s post frames the film as a look at the improbable rise of indoor cycling and the darker side of the mind, body, soul culture that grew around it. The poster carries laurels from both Tribeca and the Hamptons festival.

Spin Wars tells the story of SoulCycle, Flywheel, and Peloton. It centers on Ruth Zukerman, co-founder of SoulCycle and Flywheel Sports, and Marion Roaman, noted in the Deadline report as a Peloton co-founder. Deadline notes the pair are regarded as pioneers of New York’s indoor cycling scene. Katie Couric, Heather McMahan, Mary Beth Barone, Jill Kargman, Anna Roisman, and Brandon Kyle Goodman also appear.

Spin Wars comes from Feed the Animals and Fulwell Entertainment. Byron and Jillian A.G. produced it, and Byron and James Thayer wrote it.

Byron called the film a passion project and said he started taking spin classes in New York City in 2010 with no idea of the stories unfolding behind the scenes. He said the film has something for viewers whether they love or hate group fitness, and he compared it to a scenario in which “The Social Network and Desperate Housewives got married,” with Lady Gaga or Kesha officiating. He also thanked Feed the Animals, Fulwell, and the film’s subjects.

How Coverage Led to the Spin Wars Distribution Deal

The Clip Out covered the Tribeca announcement in April, when episode 461 of the podcast discussed Peloton’s story reaching a festival stage.  A Tribeca preview article followed and noted that Marion Roaman planned to attend the premiere.

In June, Crystal and Tom sat down with Byron on episode 469 of the podcast, for a conversation about how the film came together, what was cut, and what it was like inside the boutique fitness world behind SoulCycle, Flywheel, and Peloton.

Byron explained that the project began as a series pitch and that his goal after Tribeca was for someone to license the film for any platform so audiences could see it. Tom noted in the episode introduction that the project had been shopped to Netflix and Hulu as a series. The Spin Wars distribution deal now moves that goal forward.

Ahead of the Spin Wars distribution deal, the film headed to the Hamptons International Film Festival for screenings on October 9 and 10, in the region where much of its story began.

Where Spin Wars Heads Next

Crystal and Tom watched the film ahead of the interview and described it as a prequel to Peloton’s creation, with Peloton appearing more in the final stretch. They also said viewers who think they have no interest in the subject may still be drawn in.

The next detail to watch is which platforms carry the film on December 22, since neither the Deadline report nor the announcement names them. For viewers outside New York and the Hamptons, the Spin Wars distribution deal puts an end date on the wait to see it.

Are you excited to be able to see Spin Wars?

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