I agree about questioning the level of markup as a user, and wonder if they’ll max out the number of people who would be willing to pay for such a markup versus using grocery stores’ proprietary delivery services.
Love the part about creating a celebrity status for popular instructors. This again helps separate the experience from your typical community gym spin class.
I wonder what it will take to get other insurance companies to adopt this kind of model, which really is ideal. Do you think payor-provider integration is the key? And if so do you think that is necessarily a good trend?