In a recent announcement, Zwift revealed numerous software updates slated for the upcoming season. These updates encompass a variety of aspects including new roads in Watopia, Climb Portal enhancements, and the introduction of a new Race Score system. Also, Zwift announced a price increase to the Zwift Hub smart trainer.

A Closer Look at the New Zwift Hub Pricing Strategy

First things first, let’s dive straight into the headline news – a significant shake-up in the pricing strategy for the Zwift Hub smart trainer. It feels like just yesterday when it burst onto the scene at $499, igniting a flurry of events including a legal face-off with Wahoo Fitness, and catalyzing a broader conversation around the pricing dynamics in the industry. Fast-tracking to the present, Zwift and Wahoo Fitness have settled their differences and prevailing market currents. The new HUB pricing lands just under a week since Wahoo announced a generous $300 reduction for their Wahoo KICKR CORE, bringing it down to a more budget-friendly tag of $599.

Now, here’s where it gets really interesting – Zwift is rolling out a newly minted bundle for the Zwift Hub, now tagged at $599/€599/£549. This isn’t just a matter of cranking up the price; it brings to the table a one-year Zwift subscription, a perk that wasn’t in the previous offer. This also means waving goodbye to the standalone $499 option. Let’s crunch some numbers real quick: a year’s subscription usually rounds up to about $180, considering the typical $15 monthly rate. So, technically, you’re pocketing a neat $80 savings if a 12-month Zwift subscription was on your agenda anyway.

Adding another layer to this, Wahoo has opted for a different route when it comes to selling the revamped KICKR CORE at the fresh $599 price. It’s not directly available on their website; instead, they’re offering the KICKR CORE bundled up with a one-year Zwift subscription for $699.99. Zwift is also selling the KICKR CORE along with the KICKR V6 and the KICKR Move that was just announced by Wahoo, all with one year of Zwift subscription included. I am assuming that was all part of the settlement reached between Zwift and Wahoo. But don’t fret, if you were eyeing just the KICKR CORE at $599, a quick hop over to a third-party seller like Amazon should have you sorted.

What do you think of this new pricing strategy?

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as of June 15, 2024 1:49 am
Last updated on June 15, 2024 1:49 am

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1 Comment

  • I don’t feel like this was a good step from Zwift. The offer is not that much advantageous looking at the fact that many people only use Zwift during the winter months, so many would pay 100 EUR for only 5-6 months of real usage… I think it would be better to offer shorter-term subscriptions, like for example Rouvy does – they have also 6months subscription with slightly better price than a monthly fee…