Bit by the fit bug? Garmin launches Connect Plus subscription with AI fitness insights for $6.99 monthly

Garmin’s new Connect Plus subscription service introduces AI-powered fitness insights and enhanced data analytics for smartwatch users. Priced at $6.99 monthly or $69.99 annually, this optional add-on represents Garmin’s strategic shift toward a recurring revenue model while keeping its core Connect platform free. The move highlights the growing trend of wearable companies monetizing premium software features as hardware margins face increasing pressure.

The big picture: Garmin is launching Connect Plus, a premium subscription service that adds AI-powered insights and advanced features to its fitness ecosystem.

• The service costs $6.99 monthly or $69.99 annually, offering a 30-day free trial for users to test the enhanced capabilities.
• The core Garmin Connect platform that users currently enjoy will remain free, making the subscription entirely optional.

Key features: Connect Plus introduces “Active Intelligence,” an AI system that delivers personalized insights based on health and activity data collected by Garmin devices.

• The service includes a new customizable performance dashboard with enhanced graphs and charts for deeper data analysis.
• Live activity functionality allows users to view indoor workout data streaming directly from their watch to their smartphone in real-time.
• Additional coaching guidance for Garmin Run or Cycling Coach programs and exclusive badge challenges round out the premium offering.

Why this matters: The subscription model represents Garmin’s adaptation to changing market dynamics in the wearable technology sector.

• As hardware competition intensifies, companies are increasingly looking to software services for sustainable revenue streams.
• By offering AI-powered insights as a premium feature, Garmin creates a new value proposition that leverages the vast data already collected by its devices.

Behind the numbers: At $69.99 annually, the subscription cost is comparable to “one Starbucks latte a month,” positioning it as an affordable upgrade for dedicated users.

• The pricing strategy places Connect Plus in line with other fitness subscriptions while keeping the entry barrier relatively low.
• Garmin must demonstrate sufficient value to convert its dedicated user base from the free service they’re accustomed to.

Reading between the lines: Garmin appears to be testing consumer willingness to pay for advanced software features while carefully preserving its core value proposition.

• The company faces the challenge of balancing monetization with user satisfaction, particularly among longtime users accustomed to free services.
• Success will likely depend on how meaningfully the AI-powered insights improve training outcomes compared to the existing free platform.