Hey. You know who Zwift are. Well, they’ve now got US$120m to invest after an injection of funds from Highland Europe (of eGym fame); True; Novator; and Causeway Media, the latter of whom back eSports companies.
And that is what the investment is for. A super-huge $120m push into eSports and Running.
Some factettes mentioned in the despatches surrounding this large chunk of money:
- 70% of Zwifters are non-US
- The Zwift platform is attractive to investors as it is scalable
- Mark Cavendish says of Zwift, “I genuinely enjoy it”
What we might see
- Pro teams battling it out virtually
What to bear in mind. Of course now Zwift may not have to rely on subscriptions. Someone will have to change the cashflow spreadsheet to include monies from eTV deals.
I can’t say I will ever plan to watch one of these events but 10 years ago I wouldn’t watch any of the TdF and now I watch it for days on end…admittedly mostly for the commentary. So, who knows?
If this eSport is to become professionalised then I wonder what protocols there will be to ensure that the bikes are equal? ie all the same power meters, in the same temperature room and all calibrated in the same way. Also, this is going to absolutely deliver live power data of every rider for the entire race. Will we ever see ‘A’ team members racing or will the teams want to retain at least some secrecy for their top riders.
Source: Forbes
Last Updated on 11 April 2026 by the5krunner
My favourite kit and nutrition
- Injinji – Runners protect your toes. Avoid discomfort and minor injury. Run more. run faster. I use them.
- Garmin 90-degree charging adapter — the small adapter that keeps your charging cable tidy at the stem. Essential for race day. I use one.
- Garmin charging puck — the fastest and most reliable way to top up your Garmin before a session. I use one.
- Ravemen FR300 — front light that mounts directly under your Garmin or Wahoo head unit. Keeps your bars clean and your beam pointed where it matters. I use one.
- Body Glide – The Blue anti-chafe stick that all swimmers and many runners use. I use it.
- Maurten — the race nutrition trusted by elite athletes. Gels and drink mix engineered to be easy on the stomach. I use them.
- Garmin Varia RTL515 — radar rear light that alerts you to vehicles approaching from behind. Pairs with your Edge or Garmin watch. I use this model.
- Favero Assioma Pro RS2 — the power meter pedals most serious cyclists end up choosing. Accurate, easy to move between bikes. I use this model.
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tfk is the founder and author of the5krunner, an independent endurance sports technology publication. With 20 years of hands-on testing of GPS watches and wearables, and competing in triathlons at an international age-group level, tfk provides in-depth expert analysis of fitness technology for serious athletes and endurance sport competitors. ID
