Apex

Their model is fairly simple - customers pay up front for the bike, and then subscribe to online services which allow them to access 24/7 fitness classes. This concept has been done before, with rival Peloton offering essentially the same service, so Apex's strategy has focussed on undercutting the market. Its product promises the same high-quality engineering at a substantially lower price point. The company is hoping, therefore, that it will be able to attract customers who might previously have been unwilling to pay the high costs associated with personal exercise bikes.

That being said, Apex bikes are still not cheap, and their future success will depend on whether their lower price goes far enough to capitalise on consumers whom the likes of Peloton have missed. However, Apex looks set to see considerable early success. Hundreds of bikes were reserved within minutes of the product's announcement in April 2020, suggesting that there is no shortage of demand for Apex's creation. It also raised £420k in 2026 to help develop its connected fitness platform, indicating the company's evolution into an open fitness ecosystem. Combined with Bluetooth-enabled bikes, it provides its customers with an immersive app experience that speaks to a new generation of tech-forward fitness enthusiasts.