Meta spins out VR fitness app Supernatural into independent entity
The new independent company, led by the original founders of studio Within, will implement significant subscription price hikes as it transitions from Meta’s platform.
Meta has spun out its virtual reality fitness application, Supernatural, into a new independent entity named Supernatural Health. The move follows user protests after the tech giant laid off a significant portion of its VR team and announced the cessation of new content development for the app. The original studio, Within, was acquired by Meta in 2023 for approximately $400 million. The new independent company, led by the original founders, is scheduled to take over the application later this year on the Meta Quest platform.
The re-launched service will feature returning coaches, a key component of its previous success, but will implement a significant price increase. Annual subscriptions will rise from $100 to $180, and monthly plans will double from $10 to $20. This transition comes as Meta continues to develop a standalone headset, with internal memos suggesting the upcoming Meta Quest 4 will be a major upgrade over the Quest 3, potentially at a higher price point.
Meta acquired Within in 2023 after an eight-month antitrust dispute. The company has since undergone significant restructuring in its VR division, including layoffs and the closure of three studios. Supernatural was one of the few successful VR fitness applications during Meta’s broader metaverse push, which has largely been described as unsuccessful.
The spin-out was prompted by user backlash following the announcement that the app would cease new content development. In a statement on its website, Supernatural Health noted that the transition reflects a shared belief that the community is best served by a focused, independent team. The company expressed gratitude for the platform and resources Meta provided during a critical growth phase.
It remains unclear how the upcoming Meta Quest 4 hardware will specifically impact the user base for the newly independent app. The long-term financial viability of Supernatural Health as an independent entity is also not detailed, particularly given the substantial price hike. The exact date of the spin-out is described as later this year, but a specific launch date is not provided.
