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From Zwift to ZED: partner retailer network bundling hard goods for indoor riding

Zwift Group Workout Mode

Zwift, the global online fitness platform for cyclists, has announced its first worldwide retailer initiative designed to develop the indoor cycling category and support the sales of the hard goods associated with it. Dubbed ‘ZED’ for Zwift Experience Dealer, this program aims to help close sales on cycling turbo trainers, both smart and traditional, sensors, exercise mats, water bottles, and ‘other gear vital to indoor training’.

Zwift Experience Dealers will be part of a world-wide network of shops that can help customers get into indoor cycling by bundling hardware with three- or twelve-month Zwift subscriptions. Eligible dealers can also get in-store marketing collateral, promotional material, and ‘whatever technical support they may need to get more of their customers into the indoor cycling category’.

ZED program participants can purchase Zwift membership cards as an incentive to create retail bundles for customers so that their entry into the indoor cycling category can be as seamless as possible. Retailers have an option of purchasing cards containing either three month or twelve month subscriptions and can purchase them wholesale direct from CycleOps and Wahoo, as well as through Hawley (USA), Cycles Lambert (Canada), and Madison (UK) with more dealers to come.

Zwift shop banner

“One of the biggest barriers in indoor cycling is figuring out the gear needed to get started and how much or little a trainer setup can cost,” said Mike McCarthy, VP of Business Development at Zwift. “By bundling hard goods with software like Zwift, retailers can create a compelling, easy to understand package that will get customers into a new category, riding their bikes more often, and increasing demand from their local bike shop.”

Registered Zwift Experience Dealers are eligible to receive in-store marketing collateral and promotional materials outlining the fitness benefits of indoor cycling and Zwift. If a bike shop is interested in becoming part of the ZED network, applications are available at zwift.com/zed/join.

Built on a long-standing passion for the sport of cycling, Zwift is a company of dedicated cyclists that also happen to be experienced software and video game developers. Combining that passion and understanding of the cycling world, Zwift adds that it is ‘the first company to use massive multiplayer gaming technology to bring the outdoor cycling experience indoors’.

Athletes from around the globe can ride with each other in rich, 3D generated worlds simply by connecting their existing devices (e.g. trainers, power meters, heart rate monitors, etc) wirelessly via open industry standard ANT+ or BLE. From structured workouts and training plans to friendly competition and casual group rides, Zwift is building ‘a community of like-minded athletes united in the pursuit of a better indoor cycling experience’.




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