The wearable tech industry is no stranger to subscription models, but the latest moves by Polar and Garmin have sparked fresh debate. Following in the footsteps of Apple and Fitbit, both companies are now locking advanced smartwatch features behind paywalls, signaling a broader shift toward recurring revenue streams in the fitness tech space.
Garmin’s Premium Push
Garmin, a leader in multisport GPS watches, recently expanded its Garmin Connect app’s subscription tier, Garmin Premium. Priced at $9.99/month, the service now reserves features like personalized training plans, advanced sleep analytics, and nutrition tracking for paying users. This follows the company’s gradual rollout of paywalled tools over the past year, a strategy aimed at monetizing its ecosystem beyond hardware sales.
The move hasn’t gone unnoticed by loyal users. “I bought a Garmin watch for its comprehensive metrics. Now, some features I’ve used for years require a subscription,” said one frustrated customer on Reddit. Others, however, acknowledge the value of continuously updated software. A Garmin spokesperson defended the model, stating, “Premium ensures we can innovate and deliver cutting-edge insights that adapt to evolving user needs.”
For those considering Garmin’s high-end devices, such as the Garmin quatix 6 multisport GPS smartwatch, the paywall raises questions about long-term value. The quatix 6, praised for its marine-specific features, still offers robust offline functionality, but its integration with Premium hints at where the brand is heading.
Polar’s Subscription Play
Not to be outdone, Polar has launched its own subscription service, Polar Flow, which locks features like Recovery Pro, Nightly Recharge, and personalized running programs behind a $6.99/month fee. The company’s latest flagship, the Vantage V3, markets these tools as “essential for serious athletes,” but the paywall has divided its community.
“Polar’s selling point was always its one-time purchase model. This feels like a betrayal,” remarked a longtime user on a fitness forum. Polar, however, argues that subscriptions fund ongoing development. “To maintain our edge in data accuracy and science-backed features, we need sustainable investment,” a representative explained. The company’s Fitness Program page emphasizes “continuous updates” and “premium support” for subscribers.
User Backlash vs. Industry Reality
The backlash mirrors earlier reactions to Fitbit Premium and Apple Fitness+, but analysts suggest subscriptions are inevitable. “Hardware margins are shrinking, and users demand richer software experiences,” says tech analyst Maria Chen. “Subscriptions let brands fund R&D while keeping devices affordable upfront.”
Still, the risk of alienating loyalists remains. For budget-conscious consumers, the added cost could drive them toward cheaper alternatives or older models unaffected by paywalls. Others may grudgingly pay up, provided the features justify the expense.
The Bottom Line
As Polar and Garmin experiment with paywalls, the success of their strategies hinges on transparency and perceived value. Users will tolerate subscriptions if they enhance their fitness journeys—but not if they feel nickel-and-dimed. For now, the debate continues: Should innovation come at a recurring cost, or is the era of “buy once, own forever” truly over?