This is definitely not the common path for hard core cycling aficionados... They're far more likely to buy a decent trainer for their expensive road bike than a clunky exercise bike, then compete online not attend a virtual spin class. The people i know use a semi permanent setup for the off season so it's not really a hassle and far more realistic.

I agree with an earlier comment that their target market is the same as meal services, and the value proposition is debatable.