Zwift is a massively multiplayer online cycling and running physical training program that enables users to interact, train, and compete in a virtual world. Zwift was developed by Zwift Inc., which was co-founded by Jon Mayfield, Eric Min, Scott Barger, and Alarik Myrin, in California, United States, North America, in 2014. The Zwift game was released in its beta version in September 2014, in partnership with TRUE Communications/InGoodTaste, and became a paid product with a fee of US$10 per month in October 2015, (). They raised their monthly membership to US$14.99 in November 2017, (). Early history In 2012/13, Eric Min had recently sold his previous company, Sakonnet Technology. Min, a lifelong cyclist, found himself confined to riding indoors, and dissatisfied with current interactive options, he believed he could improve on them by "making cycling social". Around this time, Min saw an online post by programmer Jon Mayfield describing a "3D trainer program" he was developing as a hobby project. Min promptly contacted Mayfield, making arrangements to fly to Los Angeles to speak to him; the two agreed to co-found a company around the project. Beta The first virtual world, Jarvis Island, was released as an invite-only beta product on September 30, 2014. The product proved unexpectedly popular, and more than 13,000 applications were received for 1,000 beta places. The launch took place simultaneously in Rapha Clubhouses in London, New York City and San Francisco. By May 2015, Zwift had moved into open beta. A virtual version of the Richmond (Virginia) 2015 UCI Road World Championships Course was introduced on September 3, 2015. On October 30, 2015, Zwift launched as a fully fledged product with a $10 monthly subscription fee. Technology Zwift allows players to ride their bicycles on stationary trainers while navigating through virtual worlds. Players may cycle freely around the game world and join organized group rides, races, or workouts with other users. Zwift uses ANT+ or Bluetooth Low Energy technologies to transmit data that, in combination with athlete weight and equipment choices, is used to convert the athlete's efforts as speed and power. "Smart" trainers, which include a built-in power meter, permit accuracy in the measurement of watts as well as enabling an immersive technology experience, where resistance is applied or lessened to simulate the gradient encountered on the virtual course. Zwift estimates the power of users on conventional trainers via the user's cadence and the power