Garmin has announced a new premium subscription service, Garmin Connect Plus, which introduces AI-powered insights and additional features for users. While all existing health data and features will remain free, users can opt into a 30-day trial before choosing between a $6.99 monthly or $69.99 annual subscription.
Garmin spokesperson Natalie Miller explained that the subscription model allows the company to invest further in its Connect platform, helping to develop and maintain new features.
One of the biggest additions to Garmin Connect Plus is AI-powered Active Intelligence, which will launch as a beta feature. It aims to provide users with personalized health and activity insights that become more tailored over time.
In addition to AI-driven recommendations, Connect Plus will offer a new performance dashboard. This will allow users to track their progress through custom charts and graphs over an extended period. Subscribers will also be able to view live activity metrics on their smartphones during workouts initiated on their Garmin watches.
The LiveTrack feature is also getting an upgrade. Users will be able to notify selected contacts when they start an activity and create personalized profile pages for followers. Meanwhile, those using Garmin Coach plans for running and cycling will receive enhanced guidance from Garmin coaches. The service will also introduce exclusive badges and profile frames for app users.
Garmin has historically resisted paywalling features, often emphasizing that access to health data should remain free. In 2022, Phil McClendon, then a Garmin project lead, told The Verge that the company was committed to ensuring users could always access their own data without an additional fee. While McClendon has since left the company, Garmin’s approach appears to be evolving, though it maintains that existing features will stay free.
The introduction of a subscription model raises questions about how Garmin users will react. Many have praised the brand for not requiring subscriptions, particularly since its smartwatches are already more expensive than those of competitors. Similar moves by other companies, such as Oura’s subscription for its Gen 3 ring, have faced significant backlash.
Despite increasing competition from brands like Apple, Samsung, and Coros, Garmin’s wearables division has performed well. The company recently reported a 31% increase in fitness tracker sales for Q4, surpassing expectations and reaching record-high stock prices.
The success of Garmin Connect Plus will depend on whether users see enough value in its new features to justify the subscription cost.
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