ZWIFT: What strategy for a semi virtual sports unicorn?

Zwift is an American startup who has reached a unicorn status. Zwift offers a semi-virtual sports platform, especially for cycling.
With the help of a connected home trainer, the user produces a real effort that is virtually transcribed on a computer. Zwift’s success can be attributed to both the gamification of its solution and its commitment to creating a community experience. This success was amplified with Covid-19-related health restrictions. The success of Zwift, which is initiating a blue ocean strategy, also relies on the development of its business ecosystem where numerous complementors play a determining role.
In full growth, Zwift wants to change its business model in order to reach a wider customer base. However, this strategic shift is not without risks. The case proposes a reflection combining strategy and entrepreneurship in order to discuss the evolution of the company.


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