Updated Stats for 2025: How many Zwifters are at each level?

One year ago, we published a post showing the number of Zwifters at each level. I checked in with Zwift for updated numbers so we could compare year-over-year changes. Read on for details!

Percentage Breakdown of Zwifters By Level

First, let’s clarify what’s being measured here. When we talk about the percentage of Zwifters by level, are we looking at all accounts ever created? All active subscribers? Or something else?

Zwift supplied data for what they call “engaged Zwifters.” These are paying subscribers who completed an activity in the last 30 days. That’s what the numbers below represent.

Here are the levels of engaged Zwifters on July 30, 2025:

• Levels 1-10: 13% of all engaged Zwifters
• Levels 11-20: 19.3% of all engaged Zwifters
• Levels 21-30: 19.9% of all engaged Zwifters
• Levels 31-60: 38.4% of all engaged Zwifters
• Levels 61-99: 8.5% of all engaged Zwifters
• Level 100: 1% of all engaged Zwifters

Year Over Year Comparison

What kinds of shifts do we see when comparing current statistics to those from last year?

*Last year, Zwift didn’t supply the number of engaged Zwifters at level 100. But they tell me the current number (1% of all engaged Zwifters) represents a 3x increase over last year. That’s a big jump, although it represents a comparatively small number of Zwifters! Here’s the good news: Zwift has seen this jump as well, and internal contacts tell me Zwift is looking seriously at creating more “carrots” for these level 100 riders. They haven’t committed to specific features or timelines yet, but I bet we’ll see something dealing with increased levels before the end of the year. Fingers crossed.

Apart from the level 100 increase, there is a clear downward shift in the average user level, with levels 1-20 currently constituting 32.3% of the engaged user base this year, compared to 24% last year.

Influential Factors

What factors are driving the stats above? Remember, those stats are for paying subscribers who completed an activity in the last 30 days.

First, it’s worth mentioning that Zwift gets a lot of new subscribers during “Zwift season,” and specifically around “peak Zwift” time of late December to early February. So if you were to look at these numbers in January, the lower levels would constitute a higher percentage of all “engaged” Zwifters.

Additionally, Zwift announced their price increase in May 2024. Many Zwifters had annual memberships at that time, with subscriptions that carried them through the summer months. Some of those members would have swapped to a monthly membership and paused that membership for the summer months of 2025, effectively removing them from the stats above. That may partially explain why we’re seeing a YoY decrease in higher-level Zwifters as a percentage of the overall audience.

Of course, many other factors also influence the statistics:

• Zwift making it a bit harder to level up in July 2024
• Week Streaks becoming a factor and Zwift raising the stakes with Streak Flair in April 2025
• Subscriber churn rate
• New roads to explore (or the lack thereof)
• Compelling events (content) on the platform
• A strong marketing presence during Tour de France Femmes avec Zwift
• Stronger competition than ever from MyWhoosh, TrainingPeaks Virtual, and Rouvy
• Local weather patterns

Your Thoughts

What level are you at? What strikes you about these stats from Zwift? What do you think are the driving factors around the numbers? Share your thoughts below.