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I just bought The Rookie yesterday as well though won't have a chance to use it until next week. I'm expecting big things!!
I'd love to figure out how to get the vids to go along with the workouts but it looks like they've gone app based now and don't sell vids.
I've done all manner of different rookie/amateur workouts in the last 2 years. 30/30, 1min/1min, 3x3min sets, under/overs, hour of upper zone SS, 20 min test.
A few times I've tried workouts at a duration or a % after not doing the "homework" of the right workouts in weeks leading up to them. You subsequently fail the last reps or set or kill yourself trying.
You can't jump into 3x3min of 130% or so sets without first having done some homework before hand of your 3x8' @100% and 3x10' and maybe even some under/overs. Then be fresh.
But my favorite is still the first one I ever downloaded: A Very Dark Place. It's a great workout. I also have some nostalgia for it. I had just gotten a bike and a trainer, and downloaded the video on a friends recommendation. Oh, how I suffered. It was glorious. And it still is.
For me the selling point is the plans and test. You could easily do them yourself and design intervals using free software, but I would just do it haphazardly. It also encourages other things, like yoga & mental training, which I would not include in a plan myself.
Overall, I think that the Sufferfest is continuously evolving in ways that some of the competition is not, generating some uniqueness. Hard to imagine all of the $10/mo-ish training services surviving. Maybe a game - who buys who first? Zwift has the deepest pockets, I'd guess. Xert is clever and (relatively) small - a perfect takeover opportunity. But so ... many ... others in the middle - hard to know how this will all shake out.