Zwift cancels smart bike plans amid job losses

Indoor virtual training platform Zwift has canceled plans for its much-anticipated own-brand smart bike, as the company announced it would be cutting staff across the company in a wide restructure intended to combat changing economic conditions.

Zwift has previously teased a handful of images of its new smart bike, sporting Zwift’s orange branding and a similar aesthetic to the in-game Tron Bike, and gave away more specific details in a market research survey sent to a small selection of users.

The move was intended to capitalise on the increased demand for indoor training spurred by the Covid-19 pandemic and simplify Zwift’s offering for newcomers to the platform, with branded end-to-end software and hardware products.

Zwift Ride and Zwift Wheel

A teased image of the Zwift Ride and Zwift Wheel (Image credit: Zwift)

“Given the current macroeconomic environment, we have decided to scale back our hardware offering, pausing plans to launch a smart bike,” Zwift explained in a statement. “As a consequence, Zwift has implemented difficult, yet important changes to the organization of the business. We are grateful for the contributions of all those impacted and have done our very best to support them.”

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