Meta Spins Supernatural VR Fitness Out as Independent Company; Coaches Are Back, but Prices Are Up
Meta announced that Supernatural, the VR fitness app it acquired in 2023, is being handed back to its original founders and relaunched this autumn as Supernatural Health, with the coaches returning, new content coming, and a subscription price nearly doubling.
Meta had a rare moment of mercy and listened to Supernatural users protesting the app’s fate. Five months after announcing it would stop developing Supernatural, lay off the coaching team, and end new content, Meta confirmed on June 3, 2026, that the VR fitness app is not dying after all.
Meta is letting the Supernatural team spin off into a new independent company, Supernatural Health, which will take over the app later this year.
“Supernatural is being reborn. Same coaches, same DNA, same obsession with making fitness feel like the best part of your day,” Supernatural Health says on its website.
For the community watching VR fitness struggle against smart rings and AI coaches, this is rare good news, proof that the market demands dedicated smart wearables, now back with the team who built it.
The FTC Antitrust Battle and Meta’s Inside Stifling
The arc of Supernatural’s three years inside Meta is a lesson in how large technology companies can simultaneously resource and stifle a product amid shifting wearable trends.
Meta acquired Within, the Los Angeles studio founded by Chris Milk and Aaron Koblin that created Supernatural, in 2023 after a prolonged battle with the Federal Trade Commission that sought to block the deal on antitrust grounds.
The FTC argued the acquisition would eliminate a potential competitor in the VR fitness market. Meta won.
Despite Meta’s VR cuts, Supernatural remained near the top of Meta Quest charts after layoffs and paused updates, one of VR fitness’s few genuine success stories, retaining a devoted subscriber base even without a single new workout for months.
The Vocal Community and Meta’s Ambient Wearable Shift
The coaches who had built personal relationships with those subscribers were gone. The community remained, and it was vocal.
CNET reads the spinout as “another step away from Meta trying to own all the key apps” for its Horizon OS platform, a framing that fits the same pattern visible in Meta’s recent handling of Horizon Worlds and the wider Reality Labs restructuring.
For context on where Meta’s hardware ambitions are actually heading, the Meta AI pendant and Wearables for Work memo revealed recently, suggests the company is betting on ambient wearables rather than immersive VR as its primary AI distribution layer going forward.
What Subscribers Need to Know Before December 3
The app stops receiving new workouts and songs immediately and shuts down on December 3, 2026. Subscribers must migrate to the new Supernatural Health app launching this autumn on the Meta Horizon Store.
Annual pricing rises from $100 to $180, while the monthly plan doubles from $10 to $20. The return of the coaches addresses subscribers’ biggest concern after Meta halted development, with many viewing it as worth the higher price alone.
Supernatural Health is already taking over the app’s social channels and website as the handover begins.
The fitness-tech market is more competitive than ever, with gadgets like Fitbit Air and Oura Ring 5 competing for health-conscious consumers. Supernatural Health’s revival arrives as consumers show a strong willingness to spend on fitness technology that genuinely motivates movement.
