Steve Beckett
CMO who joined Zwift as employee number five and helped grow it into a global fitness unicorn, with prior marketing experience at Sky and Team Sky and expertise in brand, performance marketing, and building new categories.
Best podcasts with Steve Beckett
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Mar 25, 2026 • 48min
How Zwift created a global fitness unicorn - Steve Beckett
Steve Beckett, CMO who joined Zwift as employee five and helped build it into a global fitness unicorn. He recounts inventing the indoor training category, using gamification and behavioral design to boost engagement. He talks about scaling through COVID, launching Zwift Ride hardware, and making bold brand bets like sponsoring the women’s Tour de France Femmes to drive growth.
