zwift’s day job is getting us all to pay $14.99 every month. hardware is zwift’s side hustle. now, for sure, the original hardware project, that was designed to compete head on with wahoo, tacx, elite, saris. but the hardware project was shelved and - smartly i think - this new hardware project has another aim in mind. it’s not to compete as a hardware maker; it’s to get more people to pay that $14.99.
It sounds like they’re buying an off-the-shelf trainer from JetBlack with some slight tailoring. Comparing the cost of the “parent” trainer, I wonder how much they’re planning or willing to lose on hardware sales in order to hopefully get someone signed up for the recurring monthly payments.
i asked about this, zwift said categorically this is not a loss leader. they’re making margin on these trainers. now, interestingly, i fielded a reachout from jetblack, they’re getting ready to announce something. i reckon it’s one of 2 things: they just sold themselves to zwift; or they’re coming out with an entirely new trainer line, replacing the volt. i rather than it’s the second.