This is ridiculous, these bikes are a fad. The company will get sold to a gym or furniture giant for pennies once people get bored and realize they paid $2,000 for a clothes hanger.

I will say it's an interesting take on an old business. Furniture and exercise equipment manufacturers have this problem where everybody buys their stuff and they go bankrupt because nobody needs new equipment after the initial purchase. So attaching the subscription business model to this might give them a bit more longevity!