In late March 2025, Garmin introduced Garmin Connect+, a premium subscription service within its existing Garmin Connect app, aiming to enhance user experience with AI-driven insights and advanced features. However, this move has ignited significant controversy among its user base.

Garmin Connect+ offers features like Active Intelligence, an AI-powered system providing personalized health insights, and a Performance Dashboard for advanced data visualization. The subscription is priced at $6.99 per month or $69.99 annually, with a 30-day free trial available. All existing free features of the Garmin Connect app remain accessible without charge.

The introduction of Garmin Connect+ has sparked significant controversy among users. Many express concerns over the shift towards a subscription model, fearing potential future paywalls for features that were previously free. Users have voiced dissatisfaction, particularly regarding the Active Intelligence feature, citing that the insights provided are generic, repetitive, and often inaccurate. Examples include basic summaries of readable data and simplistic explanations, which many believe do not justify the subscription fee.

A petition titled "End or Change the Garmin Connect+ Paywall" has been initiated, demanding that Garmin stop the Connect+ premium program and make software functions freely available to all users with compatible watches. The petition has garnered significant support, reflecting the community's resistance to the new subscription model.

In response to the backlash, Garmin has emphasized that all existing features and data in the Garmin Connect app will remain free. The company states that Garmin Connect+ is an optional premium service designed to provide additional personalized data and enriched features for those interested. Susan Lyman, Garmin's Vice President of Consumer Sales and Marketing, stated, "We are excited to provide even more personalized data and enriched features with the addition of Garmin Connect+. You can now learn even more about yourself, take on new challenges, train confidently and stay even more connected."

Garmin's move aligns with a broader trend in the fitness technology industry, where companies are increasingly adopting subscription-based models to offer premium features. For instance, Polar introduced a €9.99/month subscription-based Fitness Program, focusing on personalized training based on users' Polar Flow data. This shift indicates a transformation in the industry, with subscription services becoming a new standard across the smartwatch market.

The controversy surrounding Garmin Connect+ highlights the delicate balance companies must maintain between monetization and customer satisfaction. While subscription models can provide continuous revenue streams and fund the development of advanced features, they also risk alienating long-time users who are accustomed to a one-time purchase model. The success of such initiatives largely depends on the perceived value of the premium features offered and the company's ability to communicate this value to its user base.

As the fitness technology sector continues to evolve, companies like Garmin must navigate the challenges of introducing new monetization strategies while maintaining customer trust and satisfaction. The reception of Garmin Connect+ serves as a case study in the complexities of implementing subscription services in a market accustomed to free or one-time payment models.