enter the zwift draft house, a physical portal to the virtual world.

Zwift’s first retail pop-up was piloted at the 2019 UCI Cycling World Championships in beautiful Harrogate, Yorkshire. It was the first time consumers could put a retail face to the brand and was exciting for the Zwift community!

I owned the design that drafted off our retail strategy - brand filters, visual positioning, design aesthetic, and customer journey and partnered with marketing and external agencies to execute in a short-term lease in Harrogate, Yorkshire.

Our goal was to test the consumer journey across the attract, engage, connect zones, athlete scripting, trial experience. Learn what works and what doesn’t to inform our future retail strategy.

The Zwift Draft House was the hottest destination during the event and the energy was electric.

We learned:

The importance of humanizing our brand. Existing members could meet face-to-face with the team, many came to hang out, drink beer, eat, watch the race on TV , and learn more about Zwift.