I wouldn't want to be Peleton, Mirror, or one of those similar companies after hearing about Fitness+. Is it worth the extra $1000+ up front and $30+ monthly for the Peleton and Mirror trainers to mention your name?
But not now. Apple's offering is going to have to really suck to not offer a good value at $79/year. Known names like Peleton might come out okay (as in survive, not flourish), but less-known companies are sure going to hurt.
I was a skeptic but peloton is a super compelling product, esp in the quarantine.