Zwift, the popular online indoor cycling platform, has recently announced a significant increase in its subscription costs. Starting in 2024, the monthly fee for US subscribers has gone up from $14.99 to $19.99, a more than 30% increase. Meanwhile, UK subscribers are facing an even greater proportional increase, with their monthly fee jumping from £12.99 to £17.99. However, users can save some money by signing up for an annual subscription, which gives them two months off the regular monthly price.
When asked about the reasoning behind the price increase, Zwift cited rising costs and inflation as the main factors. The company stated that they have worked hard to keep prices steady since 2017 and the increase is necessary to support the development of the platform and provide additional benefits to Zwifters. Despite the backlash from some users, Zwift remains confident in the value and experience they offer to their subscribers.
This is not the first time that Zwift has faced backlash over a price increase. In 2017, the platform saw a similar level of upset when the monthly fee rose from $9.99 to $14.99 in the US and £7.99 to £12.99 in the UK. Some users have raised concerns about the timing of the price increase, as many cyclists tend to use Zwift more during the colder months when outdoor cycling is less appealing. However, Zwift’s global platform allows them to potentially obfuscate any subscriber losses due to both the weather and the pricing change.
Despite the recent price increase, Zwift has had a rocky few years following its surge in popularity during the 2020 lockdowns. In February 2024, the company announced over 100 layoffs and the resignation of co-CEO Kurt Beidler, representing around 20% of the workforce. This marked the third round of staff reductions in recent years. On a more positive note, Zwift has also announced a range of new features coming to the platform, including a climbing-focused expansion called The Grade set to launch in June, as well as various interface updates.
Overall, while some users may be disappointed by the increase in subscription costs, Zwift remains committed to providing a high-quality platform experience for its subscribers. The company’s decision to raise prices was driven by the need to cover rising costs and inflation, as well as to support the continued development of the platform. Despite the challenges faced in recent years, Zwift continues to innovate and improve its offerings for the cycling community, with new features and updates on the horizon for 2024.
