Zwift Announces Membership Price Increase

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:

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?

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