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Madison is pleased to announce it will now sell Zwift memberships to retailers as a brilliant add on when selling Elite turbo trainers or other compatible smart trainers.

This training tool phenomenon has taken the cycling world by storm in 2017, and is an excellent companion for the market leading range of smart turbo trainers such as those offered by Elite. Madison will sell Zwift membership cards to bicycle retailers in either three or twelve month memberships with a SRP of £39 and £156 respectively.

Zwift allows riders to be most effective with their indoor training. It’s an immersive game, making it fun as your real-world efforts power your personalised avatar online through stunning imaginary landscapes as well as including some well-known, iconic rides across the globe. You can also ride with or compete against thousands of athletes and friends of all levels in real-time. It’s the closest way you can get out on a group ride while the weather keeps us inside.

Elite’s current range of smart trainers – including the extremely popular Direto and Drivo – are industry-leading when it comes to indoor training and for retailers stocking these products, the new Zwift memberships can be a key selling tool. Both are extremely accurate and are able to replicate gradients on Zwift, for the closest possible thing to getting out on the road.

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.

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