Brake hard on new cycle
I can't add a comment yet so I provide this as an answer. The guy was bedding or burning-in the brakes. It makes sure the pads are seated and wiped of factory oil, grease, and other contaminants.

Disc brake break-in?

Sounds like he was doing it wrong. Unless the fact that the brakes weren't working after he did it indicates that the process uncovered a problem.