For many years, fitness lovers and athletes have been drawn to high-end smartwatches from companies such as Garmin, Polar, and Suunto primarily because they provided robust features without the hassle of a continual subscription fee. However, that prosperous period seems to be nearing its conclusion. With Polar’s recent introduction of its new Fitness Program subscription and Garmin’s contentious Connect+ service, the market is evolving — and not necessarily in a positive direction.
Polar’s newly launched €9.99/month Fitness Program represents the latest development in a trend where smartwatch manufacturers are rolling out paid services. While Polar’s new service is presently optional and doesn’t restrict access to essential data or features, it signifies a notable shift in their approach. The program provides a tailored, adaptive training regimen based on your fitness level, recovery, and performance — essentially presenting an in-house alternative to services like TrainingPeaks.
In contrast to Garmin Connect+, which packages AI-driven insights, enhanced safety features, and social capabilities behind a subscription, Polar’s offering is more specialized and arguably more beneficial for dedicated athletes. It directly integrates with Polar Flow and develops a workout schedule that adapts to your improvements. Yet, despite its thoughtful design, it indicates a shift away from the subscription-free principle that once made Polar appealing.
Traditionally, high-end fitness watches from brands like Garmin, Polar, COROS, and Suunto commanded a premium upfront price as they didn’t impose recurring charges on users. You made a one-time payment, and received a device designed to last for years, equipped with extensive training capabilities, precise health monitoring, and dependable performance. This compelling value proposition is now at risk.
Garmin’s Connect+ subscription, which integrates AI-generated insights, customizable data visualizations, and advanced coaching, has set a new standard. Although some components remain available for free, the distinction between free and premium features is becoming less clear. Polar’s Fitness Program, while having a narrower scope, also paves the way for future paywalled functionalities — and other brands are likely to mimic this approach.
To grasp the transition, it’s useful to analyze Polar’s Fitness Program alongside Garmin’s Connect+:
Both services deliver value, but only Garmin’s Coach remains free — a detail that may frustrate loyal Polar users who anticipated similar offerings without a charge.
Now that Garmin and Polar have adopted subscription models, it’s only a matter of time until others follow suit. COROS and Suunto, two brands recognized for their straightforward, subscription-free approaches, may soon face pressure to monetize their services. Even mainstream companies like Samsung are gradually moving closer to implementing paywall services.
Samsung has been consistently enhancing its health ecosystem with features such as Energy Score, Samsung Health Coach, and vascular load tracking. Although these tools are currently complimentary, the company could very well bundle them into a paid tier — particularly as AI-driven insights become more advanced and marketable.
The shift towards subscriptions isn’t intrinsically negative — ongoing development and customer support incur expenses. However, the issue arises from the diminishing consumer options. When every brand transitions to a subscription model, users lose the opportunity to make choices based on their budgets. If you’re dissatisfied with Fitbit Premium, you could once turn to Garmin. If Garmin starts charging, where can you turn?
Additionally, the subscription model poses a risk of fragmenting the user experience. Features that were previously considered standard — such as adaptive training plans, advanced metrics, or even basic health analytics — may become restricted behind paywalls. This could create a two-tier system where only those willing to pay a monthly fee receive the complete advantages of their device.
Consumers still wield some influence. Brands like Polar have made their subscriptions optional — for now. If users respond with resistance and demand value without recurring payments, companies may proceed with greater caution regarding what they confine behind paywalls.
