What's Happening?
Supernatural, a VR fitness program originally developed by Within and later acquired by Meta, is set to return under a new independent company named Supernatural Health. The original founders, Chris Milk and Aaron Koblin, along with the returning coaches,
will lead the relaunch. This move follows Meta's decision earlier this year to halt new content and feature updates for Supernatural, which left the platform's future uncertain. The new company plans to launch a revamped version of Supernatural on the Quest platform this fall, maintaining the original service's core elements while introducing new features. The transition will not be seamless, as existing accounts and subscriptions will not automatically transfer to the new platform. Additionally, the service will revert to its pre-Meta pricing structure, with increased subscription costs to support operational expenses.
Why It's Important?
The return of Supernatural under independent management is significant for the VR fitness industry, as it highlights the potential for successful consumer-focused VR applications outside of major tech company ownership. Supernatural's strong brand recognition and user engagement have made it a standout in the VR fitness space, and its continuation could influence the development of similar applications. The decision by Meta to transfer ownership rather than retire the service marks a departure from its usual approach, potentially setting a precedent for future VR service transitions. This move could also impact Meta's strategy in the VR market, as it shifts focus away from owning key applications on its platform.
What's Next?
Supernatural Health plans to provide more details on account migration and the launch timeline in the coming months. The company is also exploring ways to preserve user history, such as workout streaks and badges, although it has not guaranteed that all data will be retained. Music licensing remains a challenge, with efforts to include as much of the original catalog as possible while expanding the music library. The higher subscription pricing aims to support the platform's sustainability, including employee salaries and music licensing costs. The transition could lead to further developments in the VR fitness market, as other companies may follow suit in creating independent platforms.
