nbc's maria shaivacampo has mor. >> reporter: for superspinner julie rice, this isn't just a workout.s work. seven years ago rice co-founded a unique brand of exercise calling her spin classes soul cycle and it it's been a wild ride ever since. >> we thought we could make exercise fun. we thought we could make it inspirational. >> reporter: the philosophy is part spin -- >> you guys ready to rock 'n' roll? >> reporter: -- part party, part meditation. 45 minutes of intense cardio, set to high energy music, lit only by candles. to say it is popular would be an understatement. most days rice is riding right along with the pack. >> i'm always moved by it. i'm actually never immune to it. >> reporter: rice never thought she would end up in the fitness business. the married mom of two spent most of her career as a hollywood talent manager. when she couldn't find the perfect workout, she decided to create it. rice started the company with elizabeth cutler, a virtual stranger she only just met. >> it is like when you meet a great guy. you just know and i think for me and julie, we just really