The fitness wearable industry continues its shift toward subscription-based models as Polar becomes the latest company to introduce a premium tier service. Following Garmin's controversial Connect+ launch, Polar has unveiled its own subscription offering, positioning it as an enhancement rather than a replacement for existing free features.
Polar's New Fitness Program Subscription Details
Polar has introduced Fitness Program, a subscription-based addition to its Polar Flow app ecosystem priced at €9.99 (approximately $11/£8.50/AU$18) per month. The service delivers personalized four-week training programs that adapt based on data collected from users' Polar devices. The company emphasizes that these programs are science-backed and customized to individual fitness goals, routines, and recovery needs. The service schedules cardio workouts alongside optional strength and mobility sessions, allowing users to integrate preferred activities and select training and rest days according to their preferences.
Polar Fitness Program Details:
- Monthly cost: €9.99 (approximately $11/£8.50/AU$18)
- Program length: Four-week customizable training plans
- Features: Adaptive workouts based on user data, weekly/monthly rewards
- Current availability: Android users in EU, Norway, and UK
- iOS availability: Expected later in 2025
How Polar's Approach Differs From Garmin's
Unlike Garmin's recent Connect+ launch, which faced significant backlash from users concerned about features being moved behind a paywall, Polar has taken a more cautious approach. The company explicitly stated that Polar Flow will remain free, and the subscription is not necessary to fully enjoy Polar products or services. A Polar spokesperson confirmed to reporters that the new Fitness Program does not affect the development of other Polar services in any way and that the company would continue rolling out new features to users of every tier. This stance appears designed to avoid the controversy that surrounded Garmin's subscription announcement.
AI Implementation and Personalization
While both Polar and Garmin are leveraging artificial intelligence for their subscription services, their approaches differ. Polar confirmed that AI is being used to tailor fitness programs to individuals, but unlike Garmin, they are not using generative AI to create written insights and recommendations. Garmin's use of generative AI to produce text-based insights has been criticized on social media, with users questioning the value of algorithmically generated advice. Polar's focus appears to be more on using data analytics to create adaptive training programs rather than generating written content.
Availability and Rollout Plans
The Fitness Program is currently available to Android users in the European Union, Norway, and the United Kingdom. iOS users will need to wait until later in 2025 for access to the feature. Polar has not yet announced when the program will be available in the United States and other regions. This staggered rollout suggests Polar may be taking a measured approach to gauge user reception before expanding globally.
Industry Trend Toward Subscription Models
Polar's announcement reflects a growing industry trend where smartwatch and fitness tracker companies are exploring subscription services as additional revenue streams. These companies are leveraging the biometric data their devices already collect to offer premium features like personalized training plans. The shift has been met with mixed reactions from consumers, with many expressing frustration about paying additional fees after already investing in expensive hardware. As seen with Garmin's launch, companies must carefully balance introducing paid features while maintaining value in their free offerings to avoid alienating their user base.
Consumer Response and Market Implications
While it's too early to gauge the full consumer response to Polar's Fitness Program, the company appears to have learned from Garmin's missteps by clearly communicating that existing features will remain free. The subscription is positioned as an optional enhancement for users seeking more structured guidance rather than a necessary upgrade. As more fitness wearable companies adopt similar models, consumers may need to factor ongoing subscription costs into their purchasing decisions, potentially reshaping competition in the fitness wearable market.