COEUR d'ALENE - Gene Valenzuela was cruising.

He sat on a well-tuned road bike, the tires humming, the gears and sprockets barely making a sound. His legs pumped like pistons, and sweat was starting to bead on his forehead.

Oddly enough, despite his best efforts, Valenzuela was not moving forward. His bike wasn't even outdoors - it was gliding on red rollers at The Coeur d'Alene Resort, buzzing away in one corner of a crowded room. Representing Two Wheeler Dealer in Hayden, the stationary cyclist - and his impressive machine - comprised one of many health and fitness exhibits at the Cd'A Fit Expo on Wednesday night.

"(Rollers have) been around forever. Since the '60s even," said Bob Lauer, owner of the popular bike shop on Highway 95, where Valenzuela works part time. "A lot of cyclists use them, because it teaches you to be really smooth and quiet on your bike. Really relaxed."

Two Wheeler Dealer displayed a wide variety of merchandise, including road and mountain bikes, accessories, apparel and cross-country ski gear.

"So far it's been pretty busy. Good turnout," Lauer said. "Just presents what we do, what we sell."

The expo attracted myriad vendors and salespeople from the health industry. A small army of chiropractors, dieting gurus, fitness savants and physical trainers packed the venue, passing out literature and giving presentations.

Health clubs were well-represented - the Kroc Center, Peak Health and Wellness, Fitness on Fourth, Anytime Fitness, the Coeur d'Alene Athletic Club and other facilities.

"We've gotten lots of response already," Fitness on Fourth owner Correna Barnard said early Wednesday evening. "Coeur d'Alene is starting to be more active, just because of the Ironman and stuff. We're more in tune to fitness."

Club memberships generally spike around the holidays, some owners said, because of all those healthy New Year's resolutions.

"We'll ride that wave," Barnard said with a chuckle.

Kim Wells, owner of Anytime Fitness and A New Start in Liberty Lake, has also enjoyed an upswing in membership.

"We've had a pretty good January," she said, "but in fact a lot of people in December were signing up for their New Year's resolutions."

Ruth and Ralph Bridges drove down from Rathdrum to watch their grandson, Kyle, a member of Iron Lion JiuJitsu, participate in a martial arts demonstration.

"I think it's fantastic," Ruth said of the expo. "Great that a lot of people came out on a snowy day."

A few booths proffered cutting-edge products. Employees from TRX Suspension Training erected a large metal apparatus, much like a jungle gym, and performed exercises with long flexible bands. There were also healthy foods - even chocolate - and unique weight-loss programs.

"Very well-done, very professional," said Louise Rossi of Hayden. "Came with my friends to get out of the house. I just thought they all did a good presentation."