On your bike...with Zwift
To coincide with the exciting launch of our new high performance menswear brands at Browns we are offering a unique in-store experience that not only gets the heart racing, but gives you the opportunity to wear your new favourite cycling gear from the likes of Pas Normal, Rapha and MAAP.
Located in Browns East’s Immersive Room, between the 9th April and 2nd July, is a Zwift turbo trainer, the one-of-a-kind cycling and racing programme that brings the thrill of road biking inside. Zwift enables cyclists to ride their own bikes on stationary turbo trainers whilst linking to five virtual worlds, including London, New York and Innsbruck. The room at Browns East has been completely transformed, allowing riders to fully immerse themselves in the workout where you can cycle freely or join group rides, races and workouts with other users around the world. Using ultra-real graphics, this virtual reality game allows you to upload to Strava where you can track your personal bests and build tailor-made training programmes to suit you.
Visitors to Browns East can book a free hour-long session with Zwift to experience this innovative technology for themselves. Whether you are a keen cyclist or complete amateur, Zwift can help transform your indoor/winter training and allow you to perfect your technique from the comfort of your home, making it more fun and sociable than ever before.
The stationary, grey bikes that stare at the wall of your gym are a thing of the past and this interactive experience is here to transform indoor riding, giving users access to professional coaches that maximise every session. Often weather, time constraints, distance and even road safety can limit outdoor cycling opportunities, but Zwift is here to offer a unique and thrilling solution. With gaming constantly evolving, Zwift’s training programme combines virtual reality with active endurance - it’s a win, win.
Alongside the Zwift installation, visitors will have the opportunity to exclusively purchase the turbo trainer in store and relax whilst we deliver and set it up for you at home. Link the trainer up to your computer, iPad, iPhone or Apple Tv, get yourself some fresh cycling gear from Browns and begin the race.
The installation will run from the 9th April until the 2nd July at Browns East, 21 Club Row, London, E2 7EY.
Words by Alexandra Oliver