If there’s one thing that the folks at Hendrick’s Gin love more than botanicals, it’s a good ol’ fashioned marketing gimmick. Over the years, the distillers bought us a blimp, countless Rube Goldberg machines, and a 24 hour streaming service—all in line with their Victorian steampunk style, of course. Now, Hendrick’s is offering an old-timey exercise bike.
The gin maker’s newest offering, ‘Hendrick’s High Wheel’ is a stationary ‘penny farthing’ bicycle. (For readers who are not up-to-date on cycling history, the penny farthing was an early cycle popular in 1870’s; you might recognize them as those old school cycles with one giant wheel and one small one.) The Hendrick’s version is intended to be a throwback, low-tech response to the likes of the Peloton.
“In our view, modern exercise devices are demanding and intrusive, seeking to know your heart rate, V02Max and then sharing your fitness level with others,” declares Hendricks ambassador Vance Henderson in a statement. “We take a more laissez-faire approach. Choose a good novel, stimulate your mind, and pedal away at your own leisure!”
Keeping on brand, the company credited the invention to their Department of Not-So-Convenient Technology. Indeed, the contraption is proudly no-convenient, eschewing modern flourishes like computerization, ease of use, and practical design.
“Frankly speaking, we find the bells and whistles you see on your home-workout equipment today to be entirely unnecessary,” explains Henderson. “We at Hendrick’s prefer milder forms of exertion coupled with intellectual stimulation, complemented by a delicious cocktail.”
In lieu of function, the High Wheel offers lots of form. The bike sits on a astroturf mat strewn with rose petals. Cycling generates electricity which powers a stylish headlight, and the ubiquitous touch screen is replaced by a cupholder and a stand for a book.
In short, if you’re looking to get some exercise after you wax your mustache or don your bonnet, the contraption is perfect for you.
The Hendricks team says that the bike is no joke, the device is available for purchase. (Of course, the website also notes that stock is currently sold out, but more are coming soon. If you feel so moved, the bikes MSRP at $2,493.11 per unit plus shipping and are exclusively sold at https://www.hendricksgin.com/us/hendrickshighwheel.