Zwift Subscription Price Rises By More Than 30%

Zwift has significant bumped up its subscription costs, from $14.99 a month to $19.99 a month.

That’s an increase of more than 30%, while UK subscribers have to put up with an even greater proportional increase. Zwift subs there jump from £12.99 to £17.99.

You can save some money by signing up for a year, which equates to two months off. These annual subscriptions launched in late 2023.

I asked Zwift for the reasoning behind the jump up.

“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,” Zwift told me.

“We are proud of the additional platform benefits introduced since 2017 that Zwifters now enjoy daily.”

In 2017, the cost of Zwift went from $9.99 to $14.99 in the US, and £7.99 to £12.99 in the UK.

This caused a similar level of upset back them too, and was proportionally an even greater leap than this 2024 bump. As some X users have noted, it might be seen as risky for Zwift to increase prices when, in at least some key markets, the weather is getting better.

Some cyclists use Zwift, and indoor cycling in general, in the colder months when getting outdoors in the cold and rain seems less appealing. The 2017 price hike happened in November, which might seem a natural fit to avoid people fleeing the service.

However, Zwift is a global platform, and this timing may let the platform obfuscate subscriber losses due to the weather and the pricing change.

While it’s a great platform, Zwift has not had the easiest past few years, following its massive influx of interest and fans during the 2020 lockdowns.

In February 2024 the company announced more than 100 layoffs, and the resignation of co-CEO Kurt Beidler. This is estimated to have represented upwards of 20% of the workforce, and was the third substantial round of staffing reductions, following previous rounds in March 2023 and May 2022.

In brighter news, at the end of April Zwift announced a stack of new features coming to the platform including a climbing-focused expansion called The Grade (due in June), and numerous interface updates. You can see the full rundown at the Zwift blog.