No pricing information on the site at least not without signing up for an account. The whole site looks like one of those 5 minute wordpress hackjobs so that combined with lack of relevant info front and center... yeah, this is probably a scam at best, and a way to harvest personal info at worst.
Also "big upfront expense of buying a bike upfront"... mate... you can score a perfectly fine, working bicycle for a tenner. So pushing a "lease" on multi-thousand dollar bikes is just yet another way to nickel-and-dime people with a "service" that there's zero need for.