Zwift retail packages to be available via Madison

Madison has today announced that it will dip further into the indoor cycling market with the addition of Zwift memberships to its brand portfolio.

The perfect add on sale to an Elite Turbo trainer (also a Madison brand), Zwift memberships come in at £39 for a three month and £156 for a 12 month membership.

For those unfamiliar, Zwift is an online virtual reality world where cyclists can log in and ride real world routes alongside other members. It’s an immersive game, with input on the turbo powering your customer’s personalised avatar online through stunning virtual landscapes. For those wanting to benchmark themselves against others, competition against thousands of athletes and friends of all levels happens real-time.

Elite’s current range of smart trainers – including the popular Direto and Drivo – are compatible, so the new Zwift memberships can be a key selling tool. Both are accurate and are able to replicate gradients seen on Zwift.

Dominic Langan, CEO of Madison said “Zwifting – yes it’s now a verb – makes indoor training immersive, more effective and enjoyable. Over the last couple of months I’ve become a massive advocate. With limited time to spare it’s a great way to get some miles in during the dark Winter months although Zwift is fast evolving the indoor trainer market into a year-round business. Not only does access to sell Zwift help your smart trainer sales and give you an extra add on sale, it also opens up opportunities for you to engage your customer community online via group rides and training programmes. It’s a great opportunity for retailers to benefit from this digital revolution in cycling.”

In addition to this new partnership, Zwift will be exhibiting at Madison’s in-house trade show, iceBike* taking place from Tuesday 22nd February until Thursday 24th February. Dealers are encouraged to register now for the show by visiting

For any retailers interested in stocking Zwift membership cards, they are encouraged to speak to their local sales agents or visit