NEW YORK (BRAIN) — The Zwift indoor riding software system will feature Pinarello bikes, the companies announced this week. Zwift may add other bike brands in the future.
Zwift users will be able to virtually ride Pinarello Dogma F8 road bikes or Il Bolide time trial bikes.
"Pinarello has built a singular reputation and an incredibly passionate following among performance cyclists," said Zwift's co-founder and CEO, Eric Min. "Our goal is to allow those people to show their connection to one of the world's iconic cycling brands while riding in our virtual environment."
Min said the plan is to bring as many bicycle, component, apparel and equipment brands into the Zwift platform as possible.
"Pinarello was the first to see our game as a unique and innovative way to reach their followers," said Min. "for our partners at Pinarello, Zwift is the perfect balance of business, creativity, and cycling."
Pinarello CEO Fausto Pinarello said, "For more than 50 years my family has been working hard to build a brand that is known for passion and technology. That means we work with the best riders and are continually striving to improve the performance of our bicycles. The chance to be the first to give our followers the opportunity to own and ride a Pinarello virtually is important as it demonstrates the way we embrace innovation and technology."
Zwift is currently in Beta. It will open its platform to the public in early 2015, with a basic subscription costing $10 per-month.
