Peloton appears to have shelved plans for their Zwift competitor, according to new reporting from Bloomberg.
The feature, which had been publicly announced to be in beta testing by Peloton, is no longer moving forward according to their report.
Bloomberg notes that Peloton has been scaling back several internal initiatives over the past year as part of a broader strategic shift. Among those changes, the company “has killed several projects over the past year,” including both hardware (like no longer selling the Peloton guide) and software efforts.
The article specifically confirmed that “there was also an in-development immersive gaming platform that would have competed directly with Zwift,” but leadership ultimately decided against continuing the project. According to the report, the experience was evaluated as unlikely to drive meaningful growth, with CEO Peter Stern determining that it “would not be a growth engine.”
This update adds clarity to a storyline that has been developing for the past couple of years. Back in 2024, Peloton first revealed they were beta testing a “training program” set in a “virtual world,” sparking speculation that the company was building its own gamified cycling platform.
We later reported that this beta was for a video game similar to Zwift, allowing users to ride through digital environments and potentially compete with others.
Momentum around the project continued into early 2025, when Peloton began expanding their beta testing pool and inviting more members to try the experience.
However, by the fall of 2025 the beta program was quietly discontinued. At the time it was unclear whether that move signaled a pivot toward a broader launch or the end of development altogether.
This latest report now suggests the latter. While some of the underlying technology may live on in other areas – similar to how some of the rep counting & movement tracking technology from the Peloton Guide is used in the new Cross Training devices – the virtual cycling platform itself appears to have been abandoned.
We previously shared how this report also indicated that Peloton is considering a lower cost Tread, will launch marketing towards GLP-1 users, and more.
You can see the original report from Bloomberg here.
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Peloton is DOA unless it can manufacture synergy out of its Precor purchase. Fitness is too hypercompetitive. It’s a perfect example of the economic concept called perfect competition. Moats are small.