Zwift was once the fastest growing and largest virtual online cycling platform in the world, but declining membership, increased operating costs, staff layoffs and stiff competition (indieVelo and MyWhoosh are free) have taken a toll on the popular fitness and training tool.

On Tuesday the company announced a minimum 33% price increase in major markets, raising the cost to $19.99 in the USA for monthly subscribers, EU €19.99, UK £17.99 and a massive 66% increase in Japan to ¥2,400.

Zwift posted details on their website justifying the price increase:

”We’ve worked hard to keep our prices locked since 2017 despite rising inflationary pressure. Your subscription fee has allowed us to develop the platform and enhance your experience on Zwift. We’re proud of all the additional platform benefits introduced since 2017 that Zwifters now enjoy daily. From Group Workouts and Flexible Training Plans to some of our newest features, like the always-on group rides with RoboPacers, or the Climb Portal that transports you to iconic climbs from the world over. Now available to enjoy on ten worlds and two event-only maps, Zwifting has never been better. The best is yet to come! This change will allow us to continue our commitment to bringing you even more product benefits, new features, and content experiences in the months and years to come.”

Nonetheless, the steep increase pissed-off some Zwift users, who quickly took to social media:

“Just cancelled, not using it as much and at $20 a month it isn’t worth it to me.”

“Sorry Zwift but the lack of enhancement of your platform combined by this ridiculous 40% increase is a step too far, you will erode your key asset of an enormous membership and let the competition in through a wide open door. A very bad strategic and tactical decision that will backfire and has upset customers and will erode investor and market confidence, a bad decision.”

“It makes me believe there are more issues behind the scenes to have the audacity to raise prices like this.”

“Cancelled mine this morning. $25cad is a little too much for me. I think I will go mywoosh.”

“just to say I’ve seen the increase and I simply don’t think it’s justified. They couldn’t have picked a worse time, just as the weather is getting better and the cost of living is peaking.”

“Outrageous price increase. I canceled my annual subscription. Your own fault, Zwift!!!”

For now though, virtual running is still available for free on Zwift.

Photo Credit: Zwift

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