Buying a Fancy Bike for Life

This is something that I think only a few brands are actually well positioned. Instead of selling subscriptions to your products, you have memberships. And those memberships have products and there's also features features like virtual stuff. You could also have access to exclusive in person events. It builds these really candidly and just emotional touch points that are beyond the point of commoditized monetary transaction. These things are very hard to replicate.

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