The 33 bi on dollar fitness brand launched in two thousand 12, and it officially went to market in 20 13 with a kick starter campaign around its indoor cycling bike. For over five years, the company was just working on this indoor bike, from 20 13, when it launched on kick starter, to 20 18 when it finally launched its second product. That is the thing about focus. Focus is not sexy in the early days while you are actually being focused. But after years of keeping your head down and doing one thing extremely well for a growing customer base, the fruits of focus all of a sudden make your business look sexy to the outside world.