Today, Zwift notified subscribers that the monthly and annual membership price is increasing by approximately 33% for all users, effective immediately. The new pricing is below:
| Location | Monthly Membership | Annual Membership |
| USA | $19.99, plus applicable taxes | $199.99, plus applicable taxes. |
| European Union | €19.99 | €199.99 |
| Iceland, Norway & Switzerland | €19.99, plus applicable taxes. | €199.99, plus applicable taxes. |
| UK | £17.99 | £179.99 |
| Canada | CAD $24.99, plus applicable taxes. | CAD $249.99, plus applicable taxes. |
| Australia | AUD $29.99 | AUD $299.99 |
| Japan | ¥2,400 | ¥24,000 |
| Rest of World | USD $19.99, plus applicable taxes. | USD $199.99, plus applicable taxes. |
Zwift’s Messaging
Zwift’s short press release on this price rise can be found below:
We have worked hard to keep prices locked since 2017. In response to rising costs and inflation, we have changed our membership fee to support the continued development of our platform experience.
We are proud of the additional platform benefits introduced since 2017 that Zwifters now enjoy daily. With an additional seven worlds, two event maps, plus a host of new experiences like the always-on Robo Pacer group rides, or the Climb Portal that transports Zwifters to iconic climbs from the world over. The possibilities on Zwift have never been greater.
And yet the best is to come. Zwift will always be investing into the future of our member’s product experience. The most recent edition of This Season On Zwift revealed some of the highlights Zwifters can expect to see over the coming months. We are committed to delivering more user benefits, new game features, and content experiences in the months and years ahead.
When will my price increase?
Zwift says “Updated pricing is now in effect for new subscribers. Existing monthly subscribers will pay the new price on their next billing date after 6th June, while updated pricing for existing annual plan members will come into effect from their next renewal date.”
A Long Time Coming
Rising subscription costs are not news in the tech world these days. It’s hard to find a service that hasn’t hiked its price in the past five years! Some, like Netflix, have bumped up their prices multiple times since Zwift last increased from $9.99 to $14.99 in November 2017. (Netflix, in fact, has done three price increases since 2017, resulting in their premium membership price more than doubling.)
DC Rainmaker actually predicted this price increase back in February 2023 based on a Bloomberg interview with Eric Min in which Eric said that the $15/month pricing was “not sustainable” for much longer and that Zwift was considering annual memberships. (Annual memberships rolled out in November 2023.)
Then in February 2024 Zwift announced a sweeping workforce reduction, saying “Zwift remains a healthy, global business with a passionate community. We have seen accelerated growth over the last year but in the current environment, we must focus on sustainable and efficient growth.”
With at least $614 million of investment funding the company, and few investors looking to put more money into the beleaguered indoor fitness or cycling spaces, Zwift’s leadership knows they need to become profitable soon for the business to survive. Or to put it another way: the runway is only so long.
Zwift’s price increase means it essentially price-matches competitor TrainerRoad (currently priced at $19.95/month or $189.95/year). Meanwhile, competitors Rouvy and Wahoo X are $14.99/month and MyWhoosh and IndieVelo are free.
KICKR CORE Zwift One Price Increase
Since the KICKR CORE Zwift One trainer includes one year of Zwift membership, the price of the trainer + membership combo is increasing today as well to match the $50US annual membership increase.
That means it is now priced at $649.99US, €649.99, £579.99 AUD 1,129.95, and CAD 1,049.99.
Wrapping It Up
It’s been 6.5 years since Zwift last increased prices. Since then, Watopia has expanded with Alpe du Zwift, Fuego Flats, Titans Grove, the Southern Coast, and more. The Innsbruck, Bologna, Yorkshire, Crit City, France, Paris, Makuri Islands, and Scotland maps all launched. And features including Training Plans, in-game steering, Clubs, RoboPacers, HoloReplay, Teleporting, Climb Portal, and virtual shifting have come to the game!
Still, nobody likes a price increase. How many Zwifters will this drive off the platform, and can Zwift provide a compelling enough service to keep growing its membership at the new price?
Your Comments
Share your thoughts below!
Still well worth it for me, at least.
Yea I would like to think it is wroth it. Being on a limited income it was getting hard to justify the 14.99 cost. At least it is summer and a trainer program is not needed.
Try MyWoosh 👍
Triathlete here, not worth it anymore. Cheaper alternatives and ERG is all I need
Sorry, but I think Zwift have shot themselves in the foot with this. A swift glance on social media seems to show most people voting with their feet & they are going to lose a lot of subscribers to the opposition.
Sounds like cable tv, raise prices, lose 10% of customers, raise prices 10%, etc, etc.
You’re getting skewed information. The people posting to social media are the ones being vocal about it. Most people will silently accept the price increase and move on.
I don’t doubt that many people are upset. My point is not to draw conclusions based only on what you see in your Facebook feed
What opposition?
Rouvy
I switched to MyWhoosh and I really like it.
Exactly. I’ve been a member since 2021 – $20 is a gym membership. I can ride for free with garmin and watch a movie or bike races now.
They will probably lose a lot of people who don’t ride every day
While painful I’m afraid it was inevitable. I think that there will be people leaving the platform because of this. We have seen subscriber numbers go down for a lot of the streaming services because people had to tighten their belts. Just glad I got the annual membership … at least the price hike is a little delayed for me but it will hurt ever more so in December.
Thank you for the update.
My wife and I are not serious enough users to justify that enormous price hike.
This price increase will no doubt bring out all of the complainers. $20 dollars a month for Zwift is a bargain. Considering the cost of everything else, cycling related I own and purchase, this is more than fair. On long Saturday Zwift rides, 4 hours or so, I eat $20 plus in energy foods and electrolyte drinks.
You do realize sugar is cheaper at the grocery store than thefeed.com
I’m out, 17.99, 33% immediate price increase with no notification, so sorry Zwift, its been fun but my whoosh wins for me.
“immediate price increase with no notification”
Really? They sent out an email notifying of a price increase going into effect a minimum of a month from now and a maximum of a year from now, depending on your subscription type and last renewal date.
My next payment is 9th May and they were going to charge me the new price! I’ve cancelled to give me time to think about it. Had they given a month’s warning I probably would have accepted it.
Could have just paused your sub. Or maybe you did?
I tried to extend a pause (would have access to my trainer for only 2 weeks due to travel) and found nly a cancelation option.
So I canceled.
“Your first payment at the new price will be on your next billing date after June 6th”
No they didnt, first email was yesterday with an immediate effect.
“Your first payment at the new price will be on your next billing date after June 6th”
“Your first payment at the new price will be on your next billing date after June 6th”
Ray. I should have taken a screenshot but the payment that was due to be taken today was showing as the new price!!
What point are you trying to make? So you paid at the old price just before the announcement with immediate effect. That’s why your next bill on June 6 is at the new price because you just beat the price rise. May 6 was before the announcement. But let’s say, as of today, you wanted to buy an annual subscription. Would you pay the new price or the old price? Answer: the new price. I know this because I just moved over. The OP is correct.
I never received any emails from them, only got notified via Apple saying my subscription was increasing.
$29.99 here in Australia now, way to much especially when I only use it 1-2 times per week. Will look at alternatives (Rouvy, Wahoo etc).
I’m out too. MyWhoosh is free and ain’t too bad. 😀
Rouvy is 14.99 per month for a single account. If you share with friends there is a duo option 19.99 per month for 2 accounts or group 32.99 for 5 accounts so in effect you can ride for 50% or even 30% of the new zwift price. I think I’ll retire from zwift.
MYWHOOSH is free
Which will not last forever at that price.
It will be, because it is paid more or less by the UAE government. And as a matter of fact: as of today it is free – who cares what they might do in a few years.
whitewashing free of charge
But not as good as Zwift, for most types of riding, with the exception of workouts. For many people, the cost of the hardware update needed to run MyWhoosh will be several times more than the Zwift price hike.
I ride with a 9 year old TACX Neo of MyWhoosh and it runs just fine. Don’t know what you are talking about.
I believe they are talking about the need to update the computer hardware to be able to run MyWhoosh
MyWhoosh will happily run on hardware that is 15 years old if you use the Go version that has less demanding requirements, it will even run at 30fps on the lowest spec Surface Go. It will run effortlessly on a tablet, Mac, phone, Apple TV just like Zwift.The higher spec version needs a mid range system yes on the PC, but it is running the Unreal game engine. Zwift runs a low spec graphics system (I still use Zwift occasionally), the graphics are from the 1980’s. It’s nice to see a proper 4K stunning world, even if it takes a bit of grunt from 3000, 4000 series RTX GeForce amd plenty of CPU cores! (24 should see you right at high resolutions)
Thanks for the helpful reply. I was not aware of a ‘Go’ version. I will look into it. Currently, on my laptop, the MyWhoosh is so ‘grainy’ that it makes Zwift look ‘top notch’.
Judging from the fact that mywhoosh’s site is a slow as molasses, this might cause a pretty big exodus from the casual riding crowd.
I just downloaded MyWhoosh 2 days ago and used it for the first time (3 rides in now) and it worked great.
I think 33% is way to high for a new user like me. It is better if they do 6% increment year over year for 5 years than one shot increase. Or do it prorated , those that used the platform for 6 years get 33% increase and the new users only 6%
33% plus????????? is Zwift finding this normal????????
The price increase between 2017 and 2024 is a tad above 4% per year. Certainly not nothing, but even more certainly not something that deserves more question marks than actual words in the comment.
They would have been far more shrewd to heat the water up gradually. 5% a year would have been less controversial and yet we’d be paying more now.
Bang on. I would have taken a 10% increase on the chin. Over 38% is just greedy and not worth my while anymore.
This is going to give me some serious food for thought (as I dare say a lot of others too). I was happy with the price, but this hike is pushing it past what I consider Zwift to be worth. I’ll be looking at their rivals over the next month and seriously giving leaving some thought. It’s a real shame as I enjoy Zwift, but don’t feel it’s worth that amount per month. Will be checking out Rolla, Rouvy, RGT and maybe even MyWhoosh. I think Zwift may have scored an own goal here.
Don’t forget to add indieVelo (free for now) to that list of apps to try. I’ve been toggling between Zwift and indieVelo. I keep wanting to try MyWhoosh but feeling icky about the sportwashing thing. But the graphics look appealing to me, so I probably will at some point. I bought GTA V for the bike mod and used it a couple times. Steering was good and resistance felt fine. Got stuck in the gameplay mode and didn’t know what I was doing (and then indieVelo became available) so I didn’t go back. Still, that download only cost the same as 1 month of Zwift at the new price.
IndieVelo is a funny one as the creator basically stated that he is building it up to eventually sell (not exactly his words but he did say that he was not looking at competing with Zwift rather than having his features integrated/licensed for other platforms). MyWhoosh I feel similarly conflicted about as you … but do I feel £360/annum conflicted about it (annual subscription for my wife and myself)? Probably not (everyone’s got their price).
IndieVelo sounds interesting – I just tried Rolla and it’s not actually bad, just a little strange at first as your phone is the controller and you need a tablet/PC as the display, but it works ok for a freebie.
I really like Indievelo. Some nice event options.
Apart from the graphics, nothing much going for Rolla at this stage. I am interested to see where they go from here. BTW, another 1 worth trying is Virtupro – free with an interesting take on racing.
Bkool is another one for the list.
And BigRingVR
Bit late for RGT
I don’t even necessarily disagree with a prince increase to have Zwift priced like TrainerRoad, the other “premium” plattform.
But the timing is odd (or more bluntly: terrible). Why would they increase pricing at the start of summer in the US and Europe? Combined with the planned change to the levels system I feel like that’s going to make a lot of people pause their subscription at least through the summer.
Frankly, I didn’t even consider pausing until reading about the increase which kinda reminded me that’s an option.
The very least Zwift could have done is a “legacy” option where people can join the 12 month plan for the old price right now. I’ve been a monthly customer since way before the last price increase in 2017 and that might have converted me to the 12 month plan right now. (I did the same thing with my pool. They raise the prices on June 1st but gave existing customers the option for the 12 month deal at the old price)
It does seem like announcing the increase and then giving you the chance to go annual before it goes into effect would have been the smart play. You’d still pay more than cancelling for the summer but feel like you got a deal.
I have to think that they expect the people that this will drive to cancel over the summer are mainly people who were on the edge of cancelling anyway, and, when they come back in the fall, won’t notice the price hike.
They figure a lot of people will complain but few enough will cancel for good that they’ll make up the difference with the increased price.
Remember, levels and XP are meaningless now, so a) use a free account and connect to Strava (or download and upload to Strava) or b) if you want your account to hold data just go month to month and boom you’ve got your money back.
indievelo, mywhoosh, others are free. time to switch
Can I freeze my account for the summer months and restart it over the winter?
If you are paying monthly, yes you can! During the months you are not paying you can also still use the monthly trial allowance of, I think, 20km.
Just cancel
38% increase? I need to do some thinking. I’m a gardener here in the UK and that price is exclusive. I could not personally justify an increase of this amount to my clients so in my mind I’m expecting Zwift to lose some loyal subscribers. They haven’t done the maths.
Don’t you go through more than $20 in tubes, tires, and other wear items each month when you’re riding your bike outdoors?
This price hike is literally the cost of a loaf of bread.
Where do you buy your bread??
That is some serious artisinal boulangerie you’re going to
It’s not the same at all.
For an extra $1.59 a month, going from $14.99 to $16.58, it’s still the best game in town for me. I figured they would raise it more than this, and to be honest I’m sure it was well overdue. I mean, $1.59 more? Buy one less coffee on your way to work per week. It really is not that much of a hike when you look at it. They have done a lot of upgrades in the last year.
I agree Linda. Plus, during the Big Spin, I won the Atomic Cruiser and the Headphones. I’m certainly not quitting now, before I have a chance to enjoy them!!
Think you need to check the price increase
In the US, 14.99 per month x 12 months is $179.88. 199 for a year minus 179.88 = 19.12. 19.12 divided by 12 months is 1.59.
That’s not accurate. It’s going from $149 to $199 in the US. That’s $4.17 more per month.
33% price increase is a large pill to swallow when just about everything else in life is also costing more now. Folks with multiple indoor subscriptions will likely look much harder now at going down to just one subscription. Check out indievelo for free, it doesn’t have all of the bells/whistles as Zwift, but it gets the job done if your main focus is to get in a good solid indoor ride. Updates to indievelo have been happening on a weekly basis, and the updates add new/requested by riders, features. Give indievelo a spin for a couple of weeks, then decide if what Zwift offers in comparison is worth the price difference.
Still cheaper than joining decent gym. And I still get to ride my choice of bike.
Not really! And at gym you get all the gym stuff plus the choice of bikes
I had no idea you had to bring your own equipment to your gym.
Just saved a fiver on my mobile phone charge too 😂 Ah well, such is life!!
Paused mine for the summer but I’ll be switching over to Rouvy come fall. 33 per cent is too much of a hike.
It’s been fun for the last seven years or so but the racing platform isn’t as enjoyable as it used to be — fewer short crits and sandbaggers galore (Not sure why they got away from the throttling feature. It seemed to be a decent solution).
The recent level up/XP changes were poorly thought out (and rolled out).
I used to love riding on Zwift but I’ve recently been knocking off some bucket list climbs on Rouvy and have dozens waiting in the queue. The Volcano and Epic KOMs and the Alpe don’t hold as much excitement after you’ve climbed them dozens of times. The climb portal is pretty cool but the schedule and lack of immersive graphics got stale pretty fast.
Still, I cranked out almost 12,000K on Zwift so I’m grateful it filled a need for me for so long.
This price increase alone would be manageable but everything is going up so this is the first thing to go for me, although I’ve got till December when my annual membership runs out
I have always kept my membership throughout the year, even the warm months that I might not even use Zwift. At some point, don’t know if it is now, but would start dropping it for the 4-6 months I use it much less, or not at all.
Eric, you should ask about the day passes they have planned to make a few bucks back off all the people they drive away with this.
You don’t get that with your netflix subscription or your outlook 365 subscription … it’s an interesting thought but I don’t think that Zwift would out of a sudden do something which is not an industry norm.
Yeah you do. Netflix you can watch ads, office suits and teleconferencing suites you get usage, you get certain packages, you get storage, you get multiple users, you get other features that are locked/unlocked, etc.
But now we will get more new roads,more worlds,organized garage,virtual braking, open api, right? Right? Eh…..
I get that prices need to increase and I am sure the equity investors are starting to want a return on their invetments but maybe if zwift had not wasted time and money on needless projects the increse could have been rolled out in a better way. I do wonder at the way Eric Min runs this company.
Announcing a cost increase just at the time most riders pause for the summer!! I would assume that Eric: 1) hasnt thought it thru properly as they wont return or 2) He doesn’t care and is not interested in his loyal customer base or 3) He is clueless
Compared to what I was paying monthly before switching to an annual plan, it’s 41 cents more….I’m good, no complaints.
You are aware, that also the cost for the annual plan was increased by 33 percent, aren’t you?
$20 a month is worth it for me personally. I know from the news that Zwift has been struggling financially, requiring some layoffs etc., so this is less about greed and more about survival — at least that’s how I see it personally.
Couldn’t care less.
Zwift had a huge positive effect on my health, fitness, helped me stay sober and kickstarted my love for content creation. That’s a low price to pay for me.
Still, I understand that might be upsetting for some.
That’s where I am at too. I would love to keep paying $15 but at $20 it is still an absolute steal. I’ve never been healthier or having more fun exercising than the Zwift races and group rides. I ride ~30hrs a month on Zwift and will happily continue paying. Also, congrats on the sobriety!
Not fair, they didn’t even give a chance to offer gradually increase or at least a chance to switch to annual subscription at old price during summer months. First I thought to keep subscription during summer months, now I’m forced to cancel it. I’m disappointed.
As others have noted, I think the timing is bad for this. It is summer, I am happy to put my account on pause for the summer and look at alternatives. Maybe I will be back in Winter, maybe not, too soon to say. Also had they given me 1 week to sign up for an annual plan at the old rate, I probably would have.
I think the other part of the issue, is really the main UVP of zwift is people. When you read reviews of almost all the others platforms, the reviewer almost ALWAYS says “there is not as many people on here, and that makes it less fun” if mywhoosh or indievelo can bring over a lot of users quickly, you could see a myspace to facebook shift.
Honestly 20 per month is fair. If looked at from a % point its high. But like I see my customers complaining about auto repair costs. They have a $1200 Iphone a 50K+ vehicle 300 boots and a 400 purse (meanwhile back on the farm brand) I laugh and think you need to organize priorities. I think Zwift did shoot themselves in the foot not raising prices by $1 monthly per year we would be at $21per month.
I bought some rentals last year all under rented by 300-500 month. “I was being nice to the tenants.” I shake my head, you have to sell them to me because you didn’t keep up with costs now I have to be the bad guy. I look forward to the day a tenant helps his Landlord mow his grass or fix his roof because he kept the rent low.
Our household has multiple Zwift accounts. Only one income source. We will be unable to afford the 38% price rise. I’m a level 80 Zwifter, totally loyal for over 5 years. It seems sad that this will most probably be my last month on Zwift. Ride On guys.. unfortunately I won’t be able to join you!
considering i spend 10 hours a week on zwift religiously, there really isnt a price i would not pay if did not have a choice, i probably spend way more in gel shots for my rides every month than i do for zwift
Grandpa Min. My man! 👏👏👏👏
I’m one of the lucky few who signed up for an annual plan in November. I’m surprised they didn’t give subscribers a window of time to join before the change goes into effect.
So do runners still get it free then. They could have started charging a small fee (around 5-10) to the runners as it’s only fair after having the platform free all this time, then the increase to the cyclists could be a bit easier. I know the number of runners isn’t even close to cycling, but surely would help out ease the burden on the cyclists.
I have done running on Zwift for quite a while now and don’t think I’m too critical when I say that Zwift running is a nice technology demonstrator at an alpha or early access beta release at best. If you’d actually used it you’d know that it is in no state that they could charge for it. They also divested from it (only a couple of token routes over the past 18 months, Zwift academy run is cancelled, Zwift academy tri is cancelled) … in it’s current state it is not a good product.
Bye Bye Zwift
I find myself in a situation where my account renewal is set to process tomorrow May 8th, the day after this announcement. According to the email I received this morning and the support page, the annual accounts increase is effective the next bill cycle (tomorrow for me), while stating monthly accounts go into effect in June.
Am I to believe I only get 24 hours notice of a price increase while monthly subscribers have until June to reconcile the new price adjustment?
I tried asking this specific question on the Zwift forum and it got consolidated into a long complaint-fest where it surely will be overlooked.
It won’t increase until after June 6. It’s in the article
If your membership renewal date is May 8th 2024, then you must be on a monthly membership. Annual memberships were rolled out in November 2023 so none will be renewing within the next month.
Mine was due May 9th and already showed that the new price would be taken. I’ve cancelled as no time to digest this.
Thankfully I still consider Zwift worth the increased price, but I know many who will not. Hopefully the decrease in users is short-lived.
come on guys, $20 a month is a whole lot cheaper than doing a spin class multiple times a week. where i live it’s $10 a day to drop in for classes. a price increase after 7 years? honestly it looks to me that they’ve worked very hard to limit price increases.
i’ve been pretty happy this week to have had an indoor option in ColoRADo where it’s currently snowing in May (after a sunny, 75 day Saturday i might add).
Comparing software where you bring your own hardware in your own house to a staffed gym with real instructors and rent and energy costs and equipment is insane
Either way we all already have the hardware, and you’re getting a hour or so ride. On Zwift I can do what works best for me rather than following instructor catering to a whole class, probably more of a fitness class than a workout designed to make me a stronger cyclist. I can chose my time and length. I know the bike fits me right without fiddling with it. You’re right, the spin class can’t compare.
I see what you’re saying about the what’s included in the cost. Access to physical facility and real people will continue to get increasingly expensive. However, Zwift is an option, among many, that we can do as an alternative to in-person spin classes.
For me, Zwift has been a better fit than spin classes. Also like not being packed in a room exchanging air with others. (Don’t look now, but H5N1 Avian Influenza is now affecting cattle, cats and dogs…)
The Peloton experience wasn’t for me. Their $1500/$2500) hardware does not impress me (or the US Consumer Product Safety Commission). $44/month seems pricey for access to classes. But if their spin classes make you happier than any other options, it’s probably worth it for you.
Not exactly welcome news, but understandable for all they bring. Piggybacking on the previous article about the Zwift API, A$30.00 Zwift/Trainerroad package would really be the sweetspot!
I paused for a few weeks of work travel, but when I return I think a visit to Trainerroad will be in order.
Cheaper annual? with 2 months of summer break: they really take us for people who don’t calculate? 200€ = 10*20€…
Zwift thinks we are all idiots.
The whole point of an annual subscription is to have it year-round. Why would they be required to build in a two-month summer break? For people who actually want it *annually* (like me), we’re still saving $40/year.
Given I don’t use barely over the spring summer or autumn but I still pay monthly the same as those that only ride Zwift, this has just reminded me to pause or cancel entirely. But of course I’d be happy to pay the same or less which represents my usage but certainly not more.
Still worth it!!
I ride nearly daily, including through the summer, and have an annual subscription. The math puts it at about 55 cents/day, which is worth it for me. It will likely continue to be unless I or my husband lose our jobs.
I would appreciate it if they would fix the Companion app for Android, though. A higher price plus an ongoing known and unfixed login bug is aggravating.
That’s too much in one go Eric. I can take a rise but 33%…harsh
Do you know the basic principle of price elasticity? Price rises, demand falls. Goodbye Zwift.
+1