Garmin is making a bold shift in strategy. The GPS tech giant, long praised for offering robust features without extra charges, has now introduced a new paid tier called Garmin Connect Plus—bringing AI-powered insights and exclusive upgrades to the app experience.
AI Features and Subscription Pricing Introduced for Garmin Users
With the launch of Connect Plus, Garmin is entering the subscription game. New and existing users can access a free 30-day trial, after which the premium plan costs $6.99 per month or $69.99 per year. However, it’s worth noting that all existing health tracking data and core features remain free for users who choose not to upgrade.
According to Garmin spokesperson Natalie Miller, the new tier helps the company enhance the Connect platform, adding value through features that require additional infrastructure and larger engineering resources.
AI-Powered ‘Active Intelligence’ Aims for Personalized Health Insights
The standout feature in Connect Plus is called Active Intelligence—an AI system that analyzes a user’s health and fitness data to deliver personalized recommendations. While still in beta, the AI tool is designed to evolve over time, offering smarter goals and insights based on individual patterns and performance trends.
This move aligns Garmin with other fitness tech leaders adopting artificial intelligence. Wearables like Whoop added an AI coach in 2023, and Strava, Samsung, Google, and Oura all rolled out AI-driven features last year. Garmin’s embrace of AI leaves Apple as the last major wearable brand yet to integrate AI insights into its platform.
Performance Dashboard and Enhanced Coaching for Athletes
Connect Plus also introduces a custom performance dashboard, giving users a visual breakdown of metrics over time. This includes detailed charts and graphs on pace, duration, distance, and more—especially helpful for runners, cyclists, and data-driven users.
In addition, the app now supports live activity metrics on smartphones for workouts started on a Garmin watch. LiveTrack has also been upgraded, allowing users to notify selected contacts when a workout begins and share personalized activity profiles with followers.
Athletes using Garmin Coach training plans will receive deeper insights and coaching support through the premium plan. Plus, Connect Plus subscribers can unlock exclusive badges and frames for profile customization.
A Shift in Garmin’s Longstanding No-Subscription Philosophy
Garmin’s decision to introduce a subscription marks a significant change from its earlier stance. Back in 2022, Garmin project lead Phil McClendon told The Verge that the company had no plans to charge users to access their own data—a point many fans appreciated, especially given the higher upfront cost of Garmin devices compared to competitors.
While Garmin still honors that principle—by keeping existing features free—the company has gradually shifted its messaging. At a 2023 briefing, Garmin leaders acknowledged their growing subscription portfolio beyond wearables, hinting that premium content in fitness might be on the horizon.
Will Garmin’s Loyal User Base Embrace the New Model?
For Garmin loyalists, the value proposition of Connect Plus will likely come down to how useful these premium features prove to be in daily fitness routines. Some users might welcome deeper insights and coaching, while others may resist paying for services once considered standard.
This situation draws comparisons to Oura’s controversial Gen 3 ring launch, where introducing a subscription model caused widespread backlash. However, Garmin may avoid similar pushback by keeping core features untouched.
Still Dominant Despite Rising Competition in the Wearable Market
Despite rising competition from Apple, Samsung, and newer brands like Coros—known for long battery life and GPS accuracy—Garmin’s wearables business remains strong. The company’s fitness tracker sales jumped 31% in Q4, surpassing expectations and pushing its stock to record highs.
Garmin’s move to monetize its app through AI and premium features could further cement its position in the market—if users see the value.
