I don't know Wejo. Flag 20 years ago vs Boulder nowadays is a big difference in housing and rent prices, no? Boulder is expensive!
Plus, there is a difference between 5 guys living in a "1 Bedroom" vs 5 guys living in a 5 bedroom full on house in a place like Boulder...esp if you have extra rooms for office space and inventory etc.
I'd say they do really well with merch sales and that is a big fundraiser for the team.
But trustfund athletes (be they track runners, road marathoners or ultra-trail runners or triathletes) are a dime a dozen in Boulder these days. So it doesn't surprise me when some people say they are "pro sponsored athletes" yet they don't have to work in a shoe store or have an office job etc. Social media has changed the name of the game and people can say they are "influences", but unless you're pulling big numbers it's hard to make an income just from that that is going to support a lifestyle (even without kids) in a place like Boulder. Big prize money is hard to get (unless your podium in a marathon major), so usually a sponsored athlete would have to rely mainly on their salary. When I ran at Hansons there was a reason a lot of us worked 30 hours a week at the running store (and that was while getting rent paid for!).