The multiplayer aspect is an interesting one, and something that I know many people thrive on for training. Many people seem to be more social and even have a preference on that element with the training riding shotgun as a side benefit. The group aspect of Zwift and other options surely helped push the indoor cycling and training from the rare to the common over the last 4-5 years. It exploded a market in smart trainers that was a small one for decades.
Two issues I see with the group aspect that must be overcome by any app/service are as follows:
1. Timing of Workouts: If you are to be successful, you need to offer a large range to time slots to fit the variations of many people with widely different schedules. Morning, noon and night are required in general, to meet the timing of people even in the same basic country, not to mention if you aim to be a worldwide option. This means having a scheduling system and likely people leading the workouts. Ideally, you need some decent membership overall to fill workouts so people don't end up "alone" with just the instructor (which leads to the 2nd point). One of the biggest reason that many people add an app like TrainerRoad or Zwift is the freedom to do a workout whenever suits their time in the day. That freedom is lost a bit if you now need to meet at a more controlled (and possibly limited) time.
The whole issue is pro's and con's with things to be gained, but also sacrificed. If you need or value the motivation that comes from a group dynamic, you may have to adjust your personal schedule to match. Others who are happy to roll solo retain that relative schedule freedom. Zwift offers both with the option to do solo or group workouts. Others like TrainerRoad or The Sufferfest will face some work if they try to move into this area.
I know there is interest in this type of group element even in the TR world. We did a "group" event last winter for doing a particularly long and difficult TR workout. The group aspect of Discord chat and discussion in forums lead to some people taking on a challenge they may have never tried on their own. Group dynamics can have a real impact on people and push them to new heights, so I think there is value to consider in that direction.
2. Instructors and Workout Leaders: The two models currently in play are from Peloton (with paid instructors) and Zwift (with many unpaid instructors, and maybe some paid?). Peloton is spending some real money to get people to lead the many workouts they run every day. Zwift is effectively outsourcing some (if not all?) of their workout leaders. It can be a case of you get what you pay for, but I don't think that tells the whole story. I have seen and attended some great lead workouts by "regular" users and coaches. But as with anything done in a looser manner, there tends to be more variability in quality.
You hit on the other difficulty which is simply getting people to lead the workouts. As an unpaid rider in most cases, it's a fair undertaking to even just lead a single workout. Communications and other setup are often required to be successful. Add in the option to make something of an actual training plan and the workload can become large. I marvel at the work some people put into their workouts and the groups that surround them. There is some real great effort supplied by a lot of great Zwift leaders. But that is one reason I think we don't see more people taking on that unpaid effort.
Zwift may keep the community driven aspect that did so well to help it grow, but it may need to take a step towards offering it's own "certified" workouts and leaders. We see this to a degree with things like the Zwift Academy and the more controlled events and workouts. There is enough work to justify compensation, and they may well be doing so (I have no idea, but would't be surprised if people earn discounts or even real pay for some of their work).
- - - -
All that said, I think there is value to group workouts, but they aren't without some work to make them happen. Any app/service has to look at the cost/benefit and where they see themselves in the marketplace.
Two issues I see with the group aspect that must be overcome by any app/service are as follows:
1. Timing of Workouts: If you are to be successful, you need to offer a large range to time slots to fit the variations of many people with widely different schedules. Morning, noon and night are required in general, to meet the timing of people even in the same basic country, not to mention if you aim to be a worldwide option. This means having a scheduling system and likely people leading the workouts. Ideally, you need some decent membership overall to fill workouts so people don't end up "alone" with just the instructor (which leads to the 2nd point). One of the biggest reason that many people add an app like TrainerRoad or Zwift is the freedom to do a workout whenever suits their time in the day. That freedom is lost a bit if you now need to meet at a more controlled (and possibly limited) time.
The whole issue is pro's and con's with things to be gained, but also sacrificed. If you need or value the motivation that comes from a group dynamic, you may have to adjust your personal schedule to match. Others who are happy to roll solo retain that relative schedule freedom. Zwift offers both with the option to do solo or group workouts. Others like TrainerRoad or The Sufferfest will face some work if they try to move into this area.
I know there is interest in this type of group element even in the TR world. We did a "group" event last winter for doing a particularly long and difficult TR workout. The group aspect of Discord chat and discussion in forums lead to some people taking on a challenge they may have never tried on their own. Group dynamics can have a real impact on people and push them to new heights, so I think there is value to consider in that direction.
2. Instructors and Workout Leaders: The two models currently in play are from Peloton (with paid instructors) and Zwift (with many unpaid instructors, and maybe some paid?). Peloton is spending some real money to get people to lead the many workouts they run every day. Zwift is effectively outsourcing some (if not all?) of their workout leaders. It can be a case of you get what you pay for, but I don't think that tells the whole story. I have seen and attended some great lead workouts by "regular" users and coaches. But as with anything done in a looser manner, there tends to be more variability in quality.
You hit on the other difficulty which is simply getting people to lead the workouts. As an unpaid rider in most cases, it's a fair undertaking to even just lead a single workout. Communications and other setup are often required to be successful. Add in the option to make something of an actual training plan and the workload can become large. I marvel at the work some people put into their workouts and the groups that surround them. There is some real great effort supplied by a lot of great Zwift leaders. But that is one reason I think we don't see more people taking on that unpaid effort.
Zwift may keep the community driven aspect that did so well to help it grow, but it may need to take a step towards offering it's own "certified" workouts and leaders. We see this to a degree with things like the Zwift Academy and the more controlled events and workouts. There is enough work to justify compensation, and they may well be doing so (I have no idea, but would't be surprised if people earn discounts or even real pay for some of their work).
- - - -
All that said, I think there is value to group workouts, but they aren't without some work to make them happen. Any app/service has to look at the cost/benefit and where they see themselves in the marketplace.