'The cost of cloud services and the cost of AI will also go down in the future, so well try very hard to keep it for free': Coros' CEO on how the smartwatch maker is swerving subscriptions for now avoiding another Garmin Connect+ disaster

Date:
Fri, 01 May 2026 16:11:38 +0000

Description:
How Coros has "no plans" to implement unpopular Garmin- or Whoop-style subscription-only features anytime soon, according to its CEO

FULL STORY ======================================================================Copy link Facebook X Whatsapp Reddit Pinterest Flipboard Threads Email Share this article 0 Join the conversation Follow us Add us as a preferred source on Google Newsletter Subscribe to our newsletter In 2025, both Garmin and Polar made the bold move to launch paid subscription services with AI-driven coaching features, putting a host of software features behind a paywall.

Unsurprisingly, the introduction of Garmins Connect+ and, to a lesser extent, Polars Fitness Program didnt go down well with many existing users. In particular, Garmin users that had just spent a lot of money on a watch they assumed theyd have access to everything on offer, with few users migrating to the paid tier according to our poll . Garmin and Polar join Oura, Whoop, Google and most other major wearables manufacturers and fitness apps in offering a paid tier full of AI-powered features. When two of the most established sports watch brands make those kinds of moves, its understandable to wonder if everyone else will follow suit. Article continues below You may like I asked over 1,000 Garmin users what they thought of the last year of Garmin's Connect+ premium tier One year after Garmin's divisive Connect+ launch, how do you feel about it? Coros Pace 4 review: Big battery life in a slender, lightweight package Coros is a relative newcomer to this space, launching its first watch in 2018. Since then, its rapidly grown its presence to appear on the wrists of many runners, cyclists and endurance athletes, and features on our lists of best running watches . Coros companion app and features have been free to access with the purchase of a watch, and have been since day one. So would it follow in the footsteps of Garmin and others by starting to make its users pay up for extra features? (Image credit: Future / Mike Sawh) First of all, never say never, says Lewis Wu, co-founder and CEO
at Coros.It really depends on how things go. We dont have a payment subscription plan on the roadmap yet, because so far the development is good enough for us to eat that cost.

Hopefully well never need to do it. The cost of cloud services and the cost
of AI will also go down in the future. So well try very hard to keep it for free. We'll try to be as nice as possible for a long time!

Wu was speaking to us at the launch of a new collaboration between Coros and Wahoo that now allows training data to be shared across devices from both brands. That includes Wahoos new Kickr Run treadmill to boost indoor run tracking accuracy. Again, there is no extra charge for this feature for Coros or Wahoo users. Get daily insight, inspiration and deals in your inbox Sign
up for breaking news, reviews, opinion, top tech deals, and more. Contact me with news and offers from other Future brands Receive email from us on behalf of our trusted partners or sponsors By submitting your information you agree to the Terms & Conditions and Privacy Policy and are aged 16 or over.

One thing we need to look at is, what kind of features are we going to
build?, Wu said. The second thing is, whats the cost of that feature? If the profit from hardware sales is able to cover it, then well find a way to offer it for free. We have been building features for existing hardware for years without charging anything.

As far as the likes of Garmin and Polar deciding to offer a subscription element to their respective software platforms, this is something Wu isnt wholly surprised by.

A company needs to make a profit. Thats one thing, says Wu. Thats part of why you start a company right? Whether youre a large company or a small startup. We want to keep our business model simple. We want to sell hardware and reinvest the profit into the back end development. What to read next I
swapped my phone for a running watch for a month here are 5 key differences for novices Spotted: More proof of Garmin's screenless Whoop-style smart band CIRQA Finally, a Garmin Fenix 8 rival? Amazfit 'plans to expand its premium product lineup' in revealing new info

Theres no problem for an app-only company to charge a subscription because thats their only source of income. Were fortunate that we have the hardware sales to support us. Is a screenless Coros tracker on the horizon? (Image credit: Andrew Williams/Matt Evans) Locking software features behind a
paywall isnt the only trend in the wearable space that has pulled in some of those established sports watch brands. In 2025, Polar introduced the Loop, a screen-less band clearly set on offering a subscription-free alternative to Whoop. Garmin is expected to launch its Cirqa band soon and do something similar. Google and Fitbit is set to join the screen-free party with the device likely being dubbed Fitbit Air . So is Coros cooking up something screen-free as well?

Screen-less devices really land on understanding what kind of problem we want to solve for consumers? explains Wu. Were not a company that sells tons of screen-less devices and makes tons of money from it. What were going to do is look at what kind of problems cannot be solved by a watch. For the most part, most problems can be solved by a watch. Its a device you can wear 24/7. It
can record your heart rate and metrics like HRV.

This kind of problem solving is what led Coros to build and launch an arm -based heart rate monitor. To solve the problem of offering more reliable heart rate tracking across workouts compared to the performance of doing that from the wrist. It also launched the Coros Pod to provide more accurate tracking of running metrics like pace by placing motion sensors closer to
your feet.

We build a watch now and our first step is to build a very established wellness system, explains Wu. Well see if consumers are happy about it, or if it is absolutely necessary to build hardware. You look at the smart ring companies. They offer a good experience, right? Whatever decision were going to make, its going to be about solving a problem. Its not just about another source of income because fundamentally, there's not that pressure.

So its a no to a Whoop rival for now at least and crucially for Coros users, no plans to hit that subscription button any time soon as long as those watches keep shipping. Follow TechRadar on Google News and add us as a preferred source to get our expert news, reviews, and opinion in your feeds. Make sure to click the Follow button!

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