Zwift has faced some push-back from its user base after an announcement from the virtual cycling platform that its monthly subscription fees will rise from June 2024.
A monthly Zwift subscription in the USA will increase from US$14.99 to US$19.99 (+33%), while the subscription for UK Zwifters will rise by a notable 38%, from £12.99 to £17.99.
The move triggered a mixed and not entirely favourable response from the Zwift community, as the cost-of-living crisis continues to impact discretionary purchasing power. In response, Zwift has pointed out that this is the first time that it has raised its monthly subscription since 2017.
An e-mail from Zwift to its UK user base, with the subject ‘Important Changes To Your Subscription’, stated…
‘We’re writing to inform you of changes to your Zwift Subscription pricing. The monthly Zwift subscription price will be increased to £17.99.
‘Your first payment at the new price will be on your next billing date after June 6th.
‘We hope you’re enjoying your time on Zwift. We have worked hard to keep prices locked since 2017 and have made this change to allow us to continue making indoor cycling fun with more content experiences and product innovation.
‘More information about these changes can be found on our support pages here.
‘Thank you for being a part of the Zwift Community. Ride On!’
Indoor riding has recently been a lifeline for many in the UK in particular, with the country facing a notably cold and wet winter. The timing of the price hike announcement (for new and existing customers) comes as northern hemisphere Zwifters move into a spring/summer cycling season – and, ironically, as the rain clouds parted in the UK for some unbroken sunshine.
As the world’s most popular indoor cycling platform, Zwift is, like its many users, facing some cost headwinds. Hence, the company is trying to build a sounder footing with increased fees. However, with competitors such as MyWhoosh offering free subscriptions, the indoor training marketplace remains increasingly competitive.
