TriVeggies

An unfortunate email hit Zwift subscribers’ inboxes last week with the dreaded subject line: “Important Changes To Your Subscription Renewal.” It could only mean one thing, I thought, and sure enough it did: A price increase.

The email read, in part:

As an annual member, I’ve been paying $149 a year, and so a $50 increase does make my ears perk up, I must say. Though I use Zwift several times weekly, we are also in a dicey economy at the moment, so this increase isn’t quite as easily absorbed as it might be during boom times. I know I’m not alone in this by any means!

On the monthly side of the coin, prices are also rising from $14.99 to $19.99. Both of these changes take place on June 6.

Now, this is the first time Zwift has raised its monthly prices since 2017 (and the first time it’s raised its annual price ever, as the annual term is fairly new). So one could certainly argue that it’s well past time for the company to bump rates up a bit in order to stay competitive. As a small business owner myself, I certainly don’t begrudge them that. But it’s still hitting many riders hard, and for some, it may be too much.

And Zwift is certainly not alone. Rouvy, FulGaz, Peloton, Wahoo … they’ve all raised prices over the past several years while Zwift has stood pat. I suppose the cheapskate in me just hoped it would stay that way forever!

Here’s the thing: I definitely get my money’s worth with Zwift. I ride with my dad every week – that gift alone is worth the price of admission, really – and then get one or two more workouts in with the TriDot team or just by myself. The hours I’ve logged over the years has definitely more than made up for what I’ve paid to Zwift for the privilege.

But I also realize that that, in itself, IS a privilege, and for some this $5-a-month (or $50-a-year) increase may be a bridge too far for the budget. That’s completely understandable. And for those who’ve subscribed to Zwift for months and not really used it, but not really felt compelled to cancel? This may push them right over the line. And I understand that, too. We’ve all got to pare down where we can.

Will you be staying with Zwift, or canceling your subscription? Let us know in the comments!