The support team asked me to publish some comments I told them.
When I started with Zwift I paid 992SEK. Now the price is 140SEK a month, ie 1680SEK a year. That is an increase by almost 70%. I told the support that I terminated my membership because of this.
I also told them there is no incentive for long time user to stay since the price is the same for all.
The positive with monthly is the Zwift should get an even cash flow over the year. The problem I see is the indoor biking is seasonal, when the weather is to cold and slippery or to hot. With an monthly payment that can be cancelled anytime, means that when the outdoor season start people will cancel their membership. The reason for Zwift not noticed this yet is due to the grandfather pricing as ended in November. Where there was an incentive to members to stay and not get the increased price, and that now is the indoor season in northern hemisphere due to the cold weather and the heat season in Australia and South Africa.
My suggestion is that they should have an annual fee that is lower than the monthly since people would sign up and pay for both the indoor and the outdoor season. And that renewal fee would be even lower since that would encourage us to stay.
As it is now there are no incentive for members to stay more than the indoor season and then leave. With the increasing risk that we would choose other options next season, since there are no incentive to come back.