Most of that only applies if you're running your website as a public-facing entity, i.e. open to the general public to browse/use or if you're running it as part of a business.
If it's a non-commercial, private-use site you don't need any of those "requirements".
-edit- Obviously depending on jurisdiction.
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.