Lexington's latest health and fitness company might seem like a stretch geographically. Central Kentucky is far from the beach, but Surfset Lexington offers fitness sessions centered on surfboards.
"What spinning classes are to cycling, this is the same thing for surfing," said co-owner Brian Wall, whose fitness center is in the Main & Rose development downtown.
The workout studio features several of a surfboardlike device called a RipSurferX, on which participants perform various exercises. No water is involved.
"You're having to constantly balance while you're doing regular exercises," Wall said.
Take a squat, for example. "If you're standing on the board doing it, the board forces you to have proper technique," he said. "If you don't have proper technique, you'll lose your balance.
"It's working a lot of your stabilizer muscles."
Wall said a 45-minute workout can burn 500 to 850 calories.
Surfset Lexington is one of a number of fitness centers using the concept nationally, but it's the first in Kentucky.
Wall and his wife, Lauren, learned about the concept last fall when it was featured on an episode of ABC's entrepreneur TV series Shark Tank.
"My wife had surfed before, and I'm military, so I had always worked out," he said. "I was always jealous of the fact that I would see these surfers and they were toned ... and they didn't have to work out."
Lauren Wall leads the classes, which are offered daily, about 30 classes a week. Prices vary from $20 for a single session to $2,000 for a year of unlimited classes. The first session is free.
The addition of Surfset Lexington fills out the retail space at the Main & Rose development, which opened in 2008 and includes Jimmy John's sandwich shop and Dunkin' Donuts.
"We're very happy to have 100 percent occupancy," developer Phil Holoubek said. "We were intentionally selective with the clientele we put in the retail space.
"We wanted to make sure it was convenience-focused retail for downtown residents and workers, and filled a need for the east end of downtown."
About: A fitness center where participants perform exercises using surfboards
Where: 333 E. Main St., at the Main & Rose Lofts
When: Classes offered at various times daily.
Cost: Prices vary. The first session is free; single sessions $20, six for $102, 10 for $150. A monthly membership is $200, yearly is $2,000.
Learn more: Surfsetlexington.com or (859) 368-0293