The bikes were secondary to them being a media company. I wouldn't be surprised if they sold those bikes at a loss. I am not in their club, but their instructor

The bikes were secondary to them being a media company. I wouldn't be surprised if they sold those bikes at a loss. I am not in their club, but their instructors were celebrities with celebrity-sized followings. Even if people entirely stopped buying their bikes, they could be be acquired just for their content and brand.