When Zwift announced its acquisition of ROUVY in June 2026, it sent shockwaves through the industry. The headline was definitive: two of the most influential forces in virtual training were combining to build the future of indoor cycling.

For PaceUp, looking back at where this journey began in 2023, it was the ultimate proof of what happens when you align vision, sharp execution, and genuine partnership.

When we first partnered with ROUVY in 2023, the indoor cycling space was fully dominated by Zwift. But ROUVY brought a radically different proposition to a market that only knew gamified home training: real-world routes that enabled cyclists to travel the world from their living rooms. All of us, one by one, tried the platform and had that “ah, yeah, we get it now” moment. The product had immense potential, but the challenge was scaling it to reach a global audience.

July 2024: The First Prague Trip

In July 2024, Tom and Ollie flew to Prague for our first visit to ROUVY HQ.

Walking into their office, there was an immediate, infectious passion for the sport. A perfect mix of tech company and cycling brand. After a morning run, we spent the day working with people from various ROUVY teams, in a way you simply can’t achieve over a video call. It was hugely beneficial for us to spend this time aligning on priorities ahead of what would prove to be a crucial winter season.

That evening, we headed over the famous Karlův Bridge and up the hill for dinner. Lots of duck, lots of potato, and a few beers to wash it all down. Getting to know client partners outside the office is crucial to building the foundation of trust we need to perform at our best.

• The RRC Revolution: That same month, the preview of ROUVY Real-Route Content (RRC) at Eurobike generated massive buzz across the industry, paving the way for its beta launch in October 2024.

International Scaling & Rapid Expansion (2025)

Heading into 2025, we embarked on a comprehensive initiative to internationalise ROUVY's communications, equipping the brand to speak directly to global audiences across every touchpoint. What followed was a year of extraordinary growth and major industry moves:

• Tier-1 Team & Endurance Partnerships: January 2025 kicked off with the Visma | Lease a Bike partnership and joint virtual training camps, alongside a multi-year IRONMAN partnership that included ROUVY’s acquisition of FulGaz.
• Mass Participation Expansion: Partnerships with LifeTime events followed in March, expanding ROUVY's footprint into gravel and mass-participation events.
• Product Milestones: In April 2025, RRC had its full public launch.
• Consolidating the Market: In July 2025, ROUVY acquired BKOOL, solidifying its position as a powerhouse consolidator in indoor training.
• Iconic Content Dropping: From the IRONMAN World Championship in Nice and Rwanda Worlds courses in September to the Unbound gravel course in November, the content library became unmatched.
• Community Highlights: October 2025 saw the first Wout van Aert community ride, attracting massive fan & rider engagement worldwide.

The Final Push to Category Leadership (2026)

By early 2026, ROUVY was firing on all cylinders:

• New Year, Big Energy: January 2026 started with a New Year's Day ride alongside Victor Campenaerts, followed by two World Tour Virtual Pro Camps.
• Grand Tour Prestige: In March 2026, ROUVY announced an official training partnership with the Giro d'Italia and RCS.

March 2026: Return to Prague

In March 2026, Tom and Jordan headed back to Prague. The vibe in the office had evolved: the team was bigger, the international footprint was undeniable, but the soul of the company remained entirely intact.

Wheels were already in motion for further brand developments and technological improvements, with time spent sharpening messaging and mapping out the roadmap for the upcoming Companion App 2.0 whilst also refining the brand's positioning for global scaling. Heading home and reviewing the milestone chart compared to our July 2024 visit, the trajectory was wild.

• Unforgettable Moments: April 2026 brought a Milano-Sanremo ride-along with Wout van Aert and the announcement of Amy Hudson's Round-the-World record challenge.
• Companion App 2.0: May 2026 marked the release of Companion App 2.0, refining the user experience with a much closer connection between riding outdoors and indoors, as ROUVY evolved from an indoor cycling platform into a far more comprehensive real-world cycling app. This was right before the biggest news of all.

In June 2026, the journey reached its pinnacle when Zwift acquired ROUVY, bringing what started as a small Czech tech innovator into the absolute centre of global indoor cycling.

What It Takes to Scale a Category Leader

Reflecting on the journey from 2023 to 2026, three key takeaways stand out for us:

1. Own Your Category: ROUVY didn't try to mimic competitors; they doubled down on their USP… real-world routes, real riding.
2. Global Voice, Local Heart: Scaling internationally required expanding communication to global markets while retaining the humility and engineering passion of the team in Prague.
3. Relentless Momentum: From tier-1 pro team partnerships (Lidl-Trek, Visma | Lease a Bike) to strategic acquisitions (FulGaz, BKOOL), consistent execution creates unstoppable market value.

We are immensely proud to be a part of ROUVY's story, helping a challenger brand grow into a category-defining icon. We can’t wait to work with them all the way through this next phase. Their acquisition by Zwift is just the beginning, so strap in and Keep Going.