While initially just a software company providing an interactive indoor cycling app, the American brand has expanded in recent years into providing the hardware its customers require. It started with the smart trainer, but later partnered with fellow American cycling tech brand Wahoo.
The Abu Dhabi-based company is continuing to raise the bar with the upcoming MyWhoosh Championships, which aims to rewrite the script for indoor racing with a seven-stage racing format, allowing all categories to compete for their share of the $1 million prize pot.