![]() Thus, people are more willing to plunk down $50-$80/year once, rather than a higher sum of perhaps $180-$200/year at once. Ignoring Strava’s inability to communicate this, Strava’s total package pricing is far less than Zwift’s. Strava tried to bridge the gap by doubling (in some countries) the monthly price, while ‘only’ increasing the annual price by 20-30% (again, depending on the country). And of course, mentally, it’s a big barrier to break for most consumers.Īn annual option would make a lot of sense, and would likely soften the blow of a monthly price increase, if done correctly. More than that, breaking the $20 barrier would be notable for the rest of the indoor training apps, which all remain at or below $20/month. ![]() Peloton users knew those high prices (was previously $39) when they joined, and thus, that’s sorta part of the deal. Like it or not, Zwift isn’t Peloton (which charges $44/month for their ‘All Access’ variant). I’d say any amount above $20/month, without some sort of significant extra increase in functionality, would be extremely risky for Zwift – both in cancellations and community blowback. And I think people also get that Zwift hasn’t raised prices in quite some time. At this point, people get that price increases are happening across the board due to inflation. ![]() Any price increase will cause internet grumbling, but a price increase to $20 (or, $19.99) wouldn’t likely cause much in the way of actual cancellations. My bet would be on a monthly price of $20. The question is – what’s a reasonable price increase? Still, that doesn’t change the reality that Zwift has said the current pricing isn’t “sustainable” for much longer. They’d prefer to grow subscriber numbers now (for the long term), rather than try to increase short-term revenues. Keeping the pricing accessible does match their investor’s goals as well. We’re really focused on trying to onboard as many customer as possible, and trying to make the pricing accessible.” We are trying to run a business that is profitable at some point. “But let’s be honest, the cost of running our business has gotten more expensive. In the video interview (embedded above), while riding Eric Min says: Join as he takes a ride through the metaverse with the co-founder and co-CEO of and learns more about the company that’s bringing competitive cycling indoors /MiX720ljfa ![]() “It’s a virtual space where people come together.” Additionally, most of their competitors have already raised prices in the last year or so (including TrainerRoad, Wahoo/RGT, Peloton, and more). Zwift is actually a rarity in not offering annual memberships in the indoor cycling space, with most of their competitors offering annual options that have a bit of a discount over the monthly ones. Starting with the easy one, pricing, Min says that the current $15/month subscription is “not sustainable” for much longer, and that the company is considering annual memberships. The first is on pricing, and the second is on their goals for subscriber numbers. But hey, that’s ‘on brand’ for Zwift CEO Eric Min.Īs part of an outline by Bloomberg host Tim Stenovec, there’s two notable sections. I mean, I suppose it was slightly different in that it was done while pedaling on smart trainers with both individuals suffering. And the latest interview with Bloomberg news is no different. Zwift has a long and vibrant history of hinting at upcoming changes via financial media organizations such as Bloomberg. ![]()
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