Figures that Zwift killed (not really, but definitely made a move in that direction) Running the same day I tried to try it for the first time. But as DCR notes, the real story is the doubling down on hardware. I like Zwift. I find it motivating and easy to use. I do not like expensive hardware that locks me to a specific subscription based platform (cough, Peloton).
So no matter how I feel about Zwift, a serious play to lock-out or reduce the value of 3rd party hardware on the platform will not end well – at least as far as I’m concerned. I won’t do it. I ride Zwift to train; all the XP, drops, rabbits, and level up kit is gravy. There are plenty of alternatives out there that can deliver the same goal (c’mon TrainerRoad, give me an Apple TV app already), with arguably superior results. Inertia is a powerful thing, but there is a limit…
You’ll remember, this is hardly Zwift’s first confirmation that they’re coming for trainer companies’ lunch. Back in November, Zwift announced the creation of a new hardware division that’ll ultimately be focused on creating indoor training products. That division announced new employee positions that specifically required skills in areas around deconstructing partner products, as well as technical expertise in rapid prototyping of various smart trainer technologies. I don’t believe there’s ever been a more transparent list of job postings to a tech company’s external website. About the only thing missing was the product name and logo, plus a planned announcement date.
