News: Pinarello to be featured on Zwift gaming platform

Fitness entertainment start-up developing partnerships with cycling brands

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Pinarello Gamer

Zwift uses multiplayer video game platform to deliver social and entertaining indoor cycling experience.

Zwift, a multiplayer indoor cycling video game platform, has announced that Pinarello will be the first bicycle brand to be featured in their virtual cycling world.

The Italian manufacturer and bike supplier to Britain’s Team Sky will now have its bikes fetured on the Zwift platform. Gamers will be able to ride Dogma F8 road and Il Bolide time trial bikes.

“Pinarello has built a singular reputation and an incredibly passionate following among performance cyclists,” said Zwift 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.”

Down the road Zwift plans 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,” added Min.

“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,” said Pinarello CEO Fausto Pinarello. “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.”

Currently in beta, Zwift uses its Zengine, a multiplayer video game platform that’s designed to provide a social and entertaining indoor cycling experience. Zwift will open its platform to the public early 2015, with a basic subscription costing $10 per-month. The minimal equipment necessary to use Zwift is a basic bike trainer, wireless speed/cadence sensor and a USB ANT+ dongle for connecting to a PC or Mac.

Check out this video to learn more about the Zwift experience.

About the author: RoadBikeReview is an online community of cyclists who share a passion for the sport. Visitors of the site regularly purchase gear to upgrade their bikes, share inspiring photos of rides, and keep up to date with the latest industry and technology news. Which products perform best? Where to buy them? Where to ride? How to ride better? Cyclists come to for the answers.

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