I’ve always loved fitness. There’s nothing like being out on the road, clipped in and chasing that next PB.
Fast forward to January—and a ruptured ACL.
Suddenly, my outdoor rides were off the table. Cleats were a risk. So I had a choice: sit it out, or go virtual.
I love my bike and so chose the turbo trainer so I could ride it safely with cleats.
Like many, I’d heard of Zwift. It pops up on my Strava every week as friends log their training sessions in virtual worlds. But when I bought my smart trainer, the shop recommended something I hadn’t expected: MyWhoosh.
It was free. It looked slick. And within a few rides, I started asking the same question many others now are:
How did this app come out of nowhere and win the contract from Zwift for the UCI Esports World Championships?
With my business hat on, I was intrigued. Why was it free? I knew there had to be more to it. So, I did some digging.
And here’s the thing: I love data. I love customer-centric thinking. And when I started to connect the dots between the two, it became clear what MyWhoosh was really doing.
What Market Is MyWhoosh Playing In?
The indoor cycling market has evolved. What was once a niche for enthusiasts in pain caves has become a booming sector shaped by tech, convenience, and consumer demand.
- Indoor cycling software: Valued at $1.15 billion in 2024, expected to reach $2.98 billion by 2031.
- Exercise bikes: Projected to grow from $1.09 billion in 2025 to $1.63 billion by 2033.
- Indoor cycling apps: Estimated to rise from $0.22 billion in 2024 to $0.40 billion by 2033.
Drivers include health-conscious consumers, post-pandemic shifts to home fitness, and increasing expectations for data-driven, interactive training environments.
This is no longer a sideline category. It’s a serious, high-growth industry.
Zwift vs. MyWhoosh: Why the UCI Switched
Zwift led the way early. It was the platform everyone knew. Massive user base, paid subscriptions, and gamified workouts that combined training with community.
But as elite competition grew, so did the cracks:
- Limited anti-cheating protocols
- Questionable data validation
- Friction for onboarding federations or organising large-scale events
Zwift remained an excellent platform for fitness enthusiasts. But elite cycling—governed by performance accuracy and trust—demanded more.
MyWhoosh delivered it.
- Performance integrity: Verified telemetry, anti-cheating algorithms, and full transparency. It didn’t just ask for trust—it earned it.
- Infrastructure that scales: Built to support global events, easy federation onboarding, and operational control.
- Real-time, high-fidelity data: What riders, coaches and organisers need to analyse and optimise performance—on the spot.
The switch wasn’t just a surprise. It was a signal: the game had changed.
The Free Model: A Strategic Decision
This is where I believe MyWhoosh is being incredibly smart. Offering the platform for free isn’t just generosity—it’s a calculated strategy designed for long-term growth.
Here’s why I think they’ve gone this route:
1. Precision-Targeted Advertising
By growing a global user base and collecting high-quality performance and demographic data, MyWhoosh becomes incredibly attractive to brands. Think sportswear, nutrition, health insurance—the kind of advertisers looking for precise targeting and engagement. Free access increases scale. Scale increases targeting power.
2. High-Value Sponsorships
With real data on usage, performance, and global reach, MyWhoosh can offer sponsors something many platforms can’t: accountability and insight. Federations, pro teams, and even major events are more likely to partner when the numbers back it up.
3. Strategic Product Development
They’re not guessing what the market needs—they’re watching it in real-time. From peak training times to gear preferences, this data allows them to innovate from a position of knowledge. That’s a huge advantage when developing their own hardware or digital tools down the line.
4. Acquisition Potential
If I were a major tech or fitness company, I’d be watching MyWhoosh closely. A platform that’s free, data-rich, and scaling globally? That’s acquisition gold. It’s not about building a subscription base—it’s about building strategic value.
Free isn’t a lack of value. It’s the foundation for a much bigger play. No surprises its owned by a tech organisation, out of the UAE.
Balancing Free Access and Perceived Value
That said, I don’t think free is always best. I’m a big believer in charging for things too—because price often drives perceived value.
Charging can:
- Show that your product is worth paying for
- Fund sustainability and innovation
- Increase user commitment
The key is finding a balance. Free can open the door. But long-term value comes from what you build behind it.
What This Means Beyond Cycling
This story isn’t just about apps or athletes. It’s about business.
It shows what happens when a company chooses to compete not on price or features—but on strategy. It’s a reminder that access is one thing. Insight is another.
And right now, insight wins.
So the question for the rest of us is this: what data do we have that we’re underutilising? Where are we still charging for access, when we could be creating scale? And how do we make trust and transparency a key part of our value proposition?
Because whether you’re in sport, software, retail or tech—the rules have changed.
MyWhoosh didn’t just take Zwift’s crown.
It made a series of deliberate, data-driven choices that many of us can learn from—whether we work in fitness tech or not. There’s something powerful in stepping back to reflect on the business models we take for granted. Sometimes the smartest growth move isn’t the obvious one. It’s the one that aligns with your long-term goals, your audience’s real needs, and the data that’s right in front of you.
Cognitive Union is a progressive, boutique learning and performance consultancy. We work with forward-thinking businesses. Transforming their people. Shaping their culture. Helping them embrace change and take on the world. Find this blog useful? Sign up to our email newsletter (bottom of this page), where you can receive articles like this and other insights (not publicly published), and you can also follow us on LinkedIn.