I don't think their marginal costs increase the same way as a gym. People using their bikes more just means somewhat higher load on their servers for users usin

I don't think their marginal costs increase the same way as a gym. People using their bikes more just means somewhat higher load on their servers for users using the workouts (and I suppose more demand for new content). There is a cost, but I'm guessing it's much lower than the cost of the added wear on gym equipment and the need for extra staff and other costs associated with a gym.