NEW YORK (CBSNewYork) — Cycle for Survival has taken over Times Square.

Hundreds of participants will be riding stationary bikes in the crossroads of the world throughout Friday to raise money for rare cancer research.

“It’s really this incredible atmosphere,” Dave Linn, founder of Cycle for Survival, told 1010 WINS. “All of the tourists and native New Yorkers are stopping by to cheer everybody on.”

Cycle for Survival, which started out as a small fundraiser, has turned into a nationwide effort, netting millions of dollars over the years, CBS 2 reported.

“My late wife Jen and I started this in 2007 as just a small little event and it’s really incredible that it’s taken off with Memorial Sloan Kettering running it and Equinox as a founding partner,” Linn said. “It’s become this movement in 13 cities across the country. It’s just beyond our wildest dreams.”

Sessions began at 9 a.m. and will run all day. The last ride is at 7 p.m.

All of the money raised goes directly rare cancer research.

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