Can Zwift Turn Connected Fitness Tide With Affordable, Gamified Smart Bike?

Connected fitness companies have struggled as of late but Zwift is betting on the mass appeal of online gaming fused with at-home cycling

At-home cycling doesn’t have to break the bank, as proven by Zwift’s upcoming all-in-one indoor smart bike, Zwift Ride. The at-home online cycling and running platform raised $620 million last year.

The space-saving smart bike $1,299 , comes with a Kickr Core base and will begin shipping on June 26. It includes a frame key that allows riders to easily adjust the bike based on their height between 5′ and 6’6″.

“We’re on a mission to make Zwifting easier by reducing the cost and complexity of hardware,” Zwift CEO and co-founder Eric Min said. “Zwift Ride brings all of the advantages of a smart bike at an incredibly affordable price. It’s clean, it’s quiet, incredibly simple to set up and adjust, and can be shared with any member of the household.”

The indoor cycling setup offers silent virtual shifting and features integrated handlebars with dual control pads, so riders can easily navigate menus, give RideOns or send PowerUps. Other buttons can be configured for additional shortcuts.

Zwift Ride also included a few extra touches for users, such as two bottle cages and a non-slip storage tray at the front of the bike for a snack, towel and phone. A tablet holder is available for iOS or Android users for an additional $49.99.

Gamified Biking

Zwift’s immersive platform uses multiplayer online gaming technology to give Zwifters a thrilling experience through 12 virtual worlds, 120 routes and the chance to ride alongside other cyclists in competitive, categorized races or social rides. Structured training programs are also available. Riders stay motivated with bonus points that are unlocked after every ride and can be used towards in-game rewards or “drops” to spend on virtual bikes and gear.

Zwift has scored a win with its Zwift Games, a 5-stage race series for community and elite racers, which attracted over 80,000 participants to compete for cash and prices.

“Following the unprecedented success of the inaugural event, the Zwift Games is set to become an annual fixture and highlight of the Zwift racing calendar for years to come,” the company said in a release.

Connected Fitness Conundrum

Min told Bloomberg last year that he’s toyed with the idea of taking Zwift public at some point , although it’s TBD, and noted that, at the time, Zwift had yet to turn a profit.

“We estimate there are millions of people who are just sitting on the sidelines,” Min told the publication in February of 2023. “We have a long way to go until we’ve saturated the market and the cycling industry.”

Similar to biking rival Peloton and other at-home fitness brands amid the connected fitness downturn , Zwift issued pink slips to staff in 2023 and 2022 in a re-organizational effort to focus on product development over marketing. The Southern California company is hoping to kick things back into high gear with Ride.

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