The first version of our pricing said: free to start, paid when you publish. It read fine on the page and it was wrong in the hand. A shop signs up, spends an hour drawing the ride they are proud of, presses publish, and meets a card form before a single customer has seen the tour. Nobody pays to find out whether a thing works. So the line moved. Riders spin for nothing, always. The shop goes on the map for nothing. The design tool is free. One published tour is free, and stays free. What costs money is the second tour: the moment a shop has seen one ride go out with their name on it and wants a different one for a different kind of customer. Why the second and not the fifth Because the second tour is the first sign the thing is working. A shop that wants a flat family loop and a big hinterland day is a shop whose customers have been asking, and that is the point at which a subscription is a decision they can make from evidence rather than from a stranger's pitch. What is not being said The price is an indication, not a rate card. Founding shops hear the final numbers first, which is what "no lock-in, cancel anytime" underneath it is for. And a shop with ten bikes should not be paying for a delivery fleet, so the plan is tiered on how much it is used, not on how many bikes are in the window. If you run a shop and any of that is the wrong shape for you, that is exactly the conversation to have before it is settled.