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Two LA brands unite to increase diversity and promote further inclusion in cycling

Zwift, the online training platform for cyclists worldwide, has today announced a multi-year sponsorship with L39ION of LA, through to the end of 2022.

Zwift and L39ION of LA have much more in common than their founding city of Los Angeles, both brands challenge the status quo, challenging the traditional cycling model. Both share the same goal - to promote increased participation and diversity in the sport, regardless of race, gender or background.

To celebrate the partnership, Zwift and L39ION will be hosting two social rides on December 22nd. For more details, and to sign up, head to https://www.zwift.com/events/tag/l39ion

“I’m stoked to have the support of Zwift.” says Justin Williams, Team Manager and founder of L39ION. “Like L39ION, Zwift isn’t afraid to challenge the norm. We’ve seen them do great things to promote women’s cycling - offering complete gender parity for all competition. I’m excited that they share the same ambition to promote increased diversity as well. Thanks to Zwift and the UCI Cycling Esports World Championships, Cory was able to represent the USA for the very first time - that’s big! Zwift will give us a platform to take our mission to a global audience and we’re excited to work together spreading the L39ION mission to the world, and for us to help Zwift deliver on their goals on diversity and inclusion.”

Zwift will be working with L39ION to support the young athletes of today, not only to uncover the stars of tomorrow but to encourage greater participation at the grassroots level - helping more people discover the joy of cycling.

“L39ION is just a fantastic force of energy that aligns so well with our brand, I couldn’t be happier to partner with the team”, add Eric Min, Zwift CEO and Co-Founder. “This is far more than a sponsorship deal, we have big plans to collaborate and deliver increased diversity and inclusion within cycling. Justin is one of the most influential figures in the sport and we have the platform to help him deliver his message to a global audience.”

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About Zwift

Zwift is the fitness company born from gaming. We’re dedicated fitness enthusiasts that also happen to be experienced software and video game developers. Combining that passion and deep understanding of the fitness world, Zwift is the first company to use massive multiplayer gaming technology to bring the outdoor experience indoors. Athletes from around the globe can train and compete with each other in rich, 3D-generated worlds simply by connecting their existing devices & hardware (e.g. cycle trainers, power meters, treadmills heart rate monitors, etc) wirelessly via open industry standard ANT+ and BLE. From friendly competition, to racing & structured training programs, Zwift is building a community of like-minded athletes united in the pursuit of a better social fitness experience.

About L39ION

L39ION of Los Angeles is a team devoted to promoting diversity in cycling, building community, and developing a platform for the future of American racing.

About Zwift

Zwift is the fitness company born from gaming. We’re dedicated fitness enthusiasts, experienced video game developers, and disruptive thinkers. Play is in our DNA and we know fun fuels results.

Zwift utilizes massively multiplayer online gaming technology to create rich, 3D worlds ripe for exploration. Join thousands of cyclists and runners in immersive playgrounds like London, New York, and Paris as well as our very own Watopia.

Our app connects wirelessly to exercise equipment: bike trainers, treadmills, and more, so your real world effort powers your avatar in the game.

From friendly races to social rides and structured training programs, Zwift unites a diverse community in pursuit of a more fun, immersive and social fitness experience.

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