Key Highlights

• Media & Audience Reach

  • In 2022, average live audience per stage reached 2.9 million, with a total cumulative live viewership of 23.2 million across eight stages.
  • By 2024, Zwift-enabled Femmes coverage achieved 80 million viewing hours in Europe and was broadcast in 190 countries, with nearly 20 million viewers in France alone.

• Social Media Surge

  • Social posts, reach, and engagement for top women’s races grew by over 300% in 2022 vs 2021 - largely attributed to the Tour de France Femmes launch.
  • Profiles of the top 35 female riders saw +8.6% average follower growth across Instagram and Facebook during the event.
  • By 2024, Zwift’s Femmes social media grew to 2.6 million followers, video views surged 61% to 120 million, and impressions rose 257% year-on-year.

• Fan Engagement & Action

  • Among those who engaged with the race in 2024:
    • 80% are now more likely to watch women’s cycling in the future.
    • 17% bought a bike as a direct outcome.
    • 41% encouraged others to follow women’s racing, and 30% attended or plan to attend live events.

• Platform Growth & Awareness

  • Women made up 23% of new Zwift subscribers in 2025, up from 18% in 2022.
  • Awareness gaps remain: in the US, 36% cited “not broadcast where I live” and 26% “wouldn’t know where to watch” women’s cycling.

SHIFT led the survey design and analysis, combining representative samples and cycling fans to uncover sentiment shifts, viewing habits, and consumer behaviours. Together with Zwift, we uncovered the tangible impact - how broadcast access, digital engagement, and national campaigns are not just building visibility but inspiring real-world action.

Zwift’s four-year sponsorship, powered by SHIFT’s research, has catalysed real change, transforming visibility, engagement, and participation in women’s cycling. By making pro racing accessible and inspirational, the Tour de France Femmes avec Zwift is driving momentum that could define a new era of equity and growth.

Curious to dig in further? Read the full Impact Report on Zwift’s official site 🧡