I’ve been covering wearables and health tech for over a decade, and let me tell you—this shift was inevitable. Just two weeks ago, Garmin shocked its loyal fanbase by announcing a new subscription tier inside its Garmin Connect app. Historically, we’ve relied on Garmin for detailed performance metrics and training plans with no additional costs. That’s changed now, and people are rightfully upset.
Garmin's New AI-Powered Subscription Tier Raises Eyebrows
Garmin’s recent move to place premium features—including AI-generated workout summaries—behind a paywall has users questioning the brand’s long-standing value proposition. If you’ve ever paid $600 to $1,000 for a rugged Fenix or Forerunner, you probably did so with the confidence that you wouldn’t be nickel-and-dimed after the fact.
Polar Joins the Subscription Bandwagon with Fitness Plan
Garmin wasn’t alone. Just days later, Polar followed suit with its Polar Fitness Plan. While it doesn’t offer AI features (yet), it does put basic training programs—once free—behind a paywall. For long-time users, this feels like a betrayal.
And even though Polar’s hardware hasn’t been as dominant as Garmin’s in recent years, it still has a fiercely loyal base who appreciated its no-frills, science-first approach to fitness. Now, they’re questioning the company's commitment to user value.
Why Is the Fitness Industry Moving Toward Subscriptions?
If you’re wondering where this all started, you can trace it back to Apple’s 2019 pivot to services. That infamous event marked the beginning of a shift in the tech world: hardware alone wasn’t enough. Companies began chasing recurring revenue, and now we’re seeing the effects hit wearables hard.
Trump’s Tariffs Are Making the Situation Worse
Hardware companies are also facing increased production costs due to recent tariffs. Analysts predict that instead of eating those costs, brands will offset them through subscriptions. This adds another layer of frustration for users already paying top dollar for elite devices.
Logitech, for example, recently withdrew its FY2026 outlook, citing tariff uncertainty. It’s not just wearables—smart home brands, PC makers, and even headphone manufacturers are feeling the heat.
What Subscription Models Could Mean for the Future of Wearables
The real fear? That the best, most useful features will all move behind paywalls. We’ve already seen this happen with Strava, which used to offer valuable features for free before hiding more of them behind a monthly fee.
Robbie Kellman Baxter, author of The Membership Economy, told me that “customers are rightly worried that all of the best features will be behind a paywall.” And she’s right. Once companies see a revenue uptick from subscriptions, there’s little incentive to roll anything back.
The Community's Reaction: From Disappointment to Anger
Across r/Garmin, Threads, and even my inbox, the reaction has been visceral. People feel like they’re losing control of the devices they’ve invested heavily in. And as someone who’s used these products and spoken with developers over the years, I get it.
When you buy a Garmin, Polar, or similar device, you're not just buying a product—you’re buying into an ecosystem. One that used to reward your investment with full-featured access. That trust is now being tested.
My Take: It’s Time to Push Back Before It’s Too Late
If this shift continues unchecked, we may be looking at a future where every device you own requires a subscription just to function at full capacity. It’s not sustainable—and more importantly, it’s not what users signed up for.
I urge both Garmin and Polar to seriously consider how far they’re willing to push this model. Their core fanbases are watching—and if enough of us speak up, there’s still time to shape a better path forward.
We’re at a critical moment in consumer tech. Subscriptions aren’t inherently bad—when done right, they can provide real value. But when companies start charging for what used to be free, especially after expensive hardware purchases, it’s fair to ask: Is this still worth it?
Stick around—I’ll be closely tracking this trend as it unfolds, and I’ll keep you posted on how the wearable giants respond.
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