The future of smart fitness is subscriptions, but it shouldn’t be

Fitbit Premium custom workouts fitness subscriptions on a smartphone screen

Opinion post by
Roger Fingas

When Amazon recently revealed its Halo Fitness and Nutrition subscriptions to go along with the upcoming Halo View fitness tracker, it might have put some people off, but it wasn’t too surprising for those of us in the industry. Subscriptions are all the rage at the moment — names like Whoop, Peloton, FightCamp, Fitbit Premium, and Apple Fitness Plus are just the tip of the iceberg.

Subscriptions, it seems, are the future for those of us serious about health. Or rather, they’re something we’re going to have to work around, and really should if we’re going to steer the market in a sustainable direction.

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