Zwift's Identity Crisis: Price Hikes, a Discontinued Hub, and Free Competitors Circling
Zwift raised prices to $19.99/month, killed the Hub, and partnered with Wahoo — while MyWhoosh offers everything for free. Is the indoor giant losing its grip?
The indoor cycling landscape is shifting fast, and Zwift finds itself at a crossroads.
The price problem
Zwift’s May 2024 price hike from $14.99 to $19.99/month hasn’t gone unnoticed. For a platform that peaked during the pandemic, asking users to pay more while competitors emerge offering similar experiences at lower cost (or free) is a bold strategy.
Current concurrent user numbers hover around 40,600 — respectable, but a far cry from the pandemic highs that had investors excited about indoor cycling’s future.
The Wahoo partnership
In a surprising move, Zwift discontinued the Zwift Hub and partnered with Wahoo to create the Kickr Core Zwift One. The Zwift Ride Smart Frame now ships with a Wahoo Kickr Core 2 and Zwift Cog, and recent sales have dropped the price by $200.
For consumers, this hardware consolidation could mean better products. For the market, it signals that the smart trainer space may not be big enough for multiple hardware players.
The MyWhoosh wildcard
MyWhoosh — completely free and now hosting the UCI Cycling Esports World Championships through 2026 — represents a genuine threat to Zwift’s dominance. While the platform still trails in features and community size, “free” is a powerful word.
TrainingPeaks Virtual, bundled with TrainingPeaks Premium at $124.99/year, adds another option for structured training enthusiasts.
What this means for you
If you’re shopping for an indoor setup in 2026, you have more options than ever. The Zwift ecosystem remains the most polished, but the gap is closing. Our advice: focus on what matters to your training goals, not brand loyalty.
Log your indoor rides on CycleLytic regardless of platform — your data is yours.