A trusted advisor to organizations like Zwift, Lime, and Change.org, Ed Baker specializes in the new integrated twist on digital marketing called growth hacking. These strategies have spurred growth for Zwift, a training app that makes it possible for indoor cyclists and runners to enjoy interacting and competing with other athletes in a digital environment.
According to CyclingNews.com, more than one-third of the recent Tour de France’s cyclists use Zwift. Known as Zwifters, 66 riders used their training from the Zwift virtual space on the Tour de France’s challenging mountain roads in the Alps and Pyrenees. Zwift users in the race included the Tour winner Geraint Thomas and second place finisher Tom Dumoulin.
In addition, four Zwift users were winners of the individual stages: Greg Van Avermaet, Magnus Cort Nielsen, Oscar Fraile, and Arnaud Demare. An American rider with nearly 4,000 kilometers on Zwift, Lawson Craddock, finished the race despite a fractured shoulder blade. He raised more than $200,000 for the velodrome in his hometown of Houston through participation in the race.