What's Happening?
Meta has announced the spin-out of the Supernatural VR fitness app into an independent company, Supernatural Health. This decision comes three years after Meta acquired the app's developer, Within, for $400 million. The new company will be led by the original
founders and coaches, who plan to launch a new version of the app on Quest later this year. The transition marks a clean break from Meta, with the current version of Supernatural winding down by December 3, 2026. The new app will feature original coaches and new content, but subscription prices will increase to support the independent operation.
Why It's Important?
The spin-out of Supernatural from Meta highlights the challenges and opportunities in the VR fitness market. The move reflects a strategic shift for Meta, which has historically retired VR services rather than transferring them to new ownership. This decision could set a precedent for other VR services seeking independence from major tech companies. The increased subscription prices indicate the financial pressures of maintaining a VR fitness app, particularly in terms of content creation and licensing. The success of Supernatural's relaunch could impact the future of VR fitness apps and their role in the broader fitness industry.
What's Next?
Supernatural Health plans to launch the new version of the app later this year, with a focus on building major parts of the technology from the ground up. The company will offer a 'Founding Member' rate to early subscribers, with prices set to increase after the first year. The new app will include original coaches and new workouts, with plans to expand features over time. The transition away from Meta ownership marks a significant change for the app, and its success could influence the future of independent VR fitness services.
