Zwift as a metaverse offers some nice perks compared to real world riding and running including time efficiency, a worldwide community, and a variety of scenic roads to choose from.
But Zwift isn’t entirely divorced from what’s happening IRL, either. And that has become very apparent in the past two weeks as Zwifters around the world grapple with Russia’s unjust invasion of Ukraine.
Here at Zwift Insider we’ve been receiving emails and reading comments from Zwifters asking Zwift, or the Zwift community, to better support Ukraine. Some of these are requests for Zwift to block/punish Russian users. We believe these comments are well-intentioned (people want peace) and accurately reflect community sentiment to varying degrees.
Zwift, for their part, are having lots of internal discussions about how to best handle this crisis.
In this post we’ll look at this topic from four angles:
- What Zwifters are doing in game on their own
- What Zwift is doing
- How sanctions are affecting Russian Zwifters
- Further ideas for positive action
What Zwifters Are Already Doing
Within hours of Russia’s invasion, Zwifters were changing their national flags in game to Ukraine’s. A simple show of solidarity that reflects what we’re seeing in the world at large, where Ukraine’s colors are decorating important buildings and showing up on social media profiles.
Some riders have done fundraising efforts, including this huge fundraising ride from Ema Lesiecka-Ennis to support UNICEF and assist those fleeing from Ukraine to her homeland of Poland and other countries.
Zwifters have changed their profile names to include #nowar, #supportukraine, or other phrases. And many Zwifters are now wearing the “Zwift Basic 4” kit, since it is made up of Ukrainian flag colors:
What Zwift Is Doing
Zwift has been holding “Global Solidarity Ride for Ukraine” events since the conflict began. See a list of upcoming events here. These rides are 40-60 minutes in length and meant to be at a social D pace. The events include this blurb in the description:
In order to support those displaced by the current conflict, Zwift has pledged $25k to support the efforts of The UN Refugee Agency (UNHCR). Zwifters who would like to join the contribution may do so at http://www.unhcr.org
Is Zwift going to do more? We’ll have to wait and see. It’s clear from our talks with ZwiftHQ that this topic has been and is being discussed regularly.
How Russian Zwifters are Being Affected
Some Zwifters have suggested that Zwift should block all Russian users from the platform. This would be out of character for Zwift, and indeed Zwift’s Shuji replied in one forum topic:
“Hey all – we understand where these sentiments are coming from, but we need to be clear on the original request upstream.
We do not plan to ban Russian people from using Zwift. We do not ban Zwift members based on race, religion, sexual orientation or any other identity, including nationalities.”
We don’t foresee Zwift ever moving to proactively block Russian Zwifters (based on their selected flag in game, or their actual location).
But here’s the thing: economic sanctions already in place from the US and EU would seem to have effectively blocked Russians from making payments using VISA, Mastercard, American Express, Apple Pay, Google Pay, and Paypal. These are the only forms of payment Zwift accepts, which means Russian users will be placed into trial mode once their most recent monthly payment period ends.
Additionally, it’s worth noting that some riders flying Russian flags in Zwift have been subjected to harassment in game recently. Chances are, most of these riders don’t even live in Russia! And it’s quite possible that they disagree with the invasion of Ukraine, as most people with access to accurate information would.
Badgering users for their choice of flag would go against Zwift’s terms of service, and may get you into trouble if you’re reported for harassment. It’s probably best to channel your advocacy in other directions.
Further Ideas for Positive Action
What else can Zwifters do within the platform to advocate for Ukraine?
Many Zwifters have suggested a pro-Ukraine kit in game. This would be a welcome addition.
Holding fundraising rides for specific organizations serving Ukrainian refugees would also be welcome. And indeed, we’re seeing the first of these sorts of rides arriving, with the “Ride to Support Ukraine” this Saturday at 6am and 12pm PST (see events here). These rides will raise funds to help World Central Kitchen serve nourishing meals for those displaced by this war.
We would love to see additional fundraiser rides held, where the ride host explains what the receiving organization is doing to bring positive change in the Ukrainian crisis. Show us what you can do, Zwift community!
Your Thoughts
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