Peloton’s doing a great job, they have an Apple Watch app, and I don’t believe Apple is getting 30% out of them. Peloton’s ecosystem is awesome.
I have a peloton bike and I love it. I also like to run with peloton outdoors, but I can’t do that with just the Apple Watch. It seems likely the Apple will offer something similar for their service that will work with watch only.
Probably not as tight as their integration, but we have a (far less polished, but effectively made by one person) workout app with Watch and Music integration. On Watch, iPhone, iPad and Apple TV. One-time cost though as opposed to their monthly subscription.
If another major fitness brand wants to do the same the probably cannot because: - The tight integration is not possible, only Apple can build these kind of Apple Watch experiences. - They would need to pay Apple 30%, maybe making this not profitable especially against Apple's own offering that can have internal pricing where the 30% never comes into play.