Garmin Cirqa puts coaching behind a paywall

The Garmin Cirqa is a screenless fitness tracker that works with the Garmin Connect app to monitor sleep, workouts, and health metrics. But one detail could prove more significant than the band itself: access to Garmin Coach requires a Garmin Connect+ subscription, even though most Cirqa features are available without a subscription.

Garmin Coach provides personalized training plans for strength, running, and cycling goals. This is the first time Garmin Coach has been placed behind a paywall. Previously, the feature was tied to the price of the watch: more expensive models included it, while cheaper ones did not.

Garmin Coach moves behind Connect+

That change could affect future budget Garmin devices. A potential successor to the Garmin Forerunner 70, for example, might offer Garmin Coach while keeping access locked to Connect+ to help control hardware costs. The approach resembles the subscription strategies used by Fitbit and Apple in their fitness apps, but represents a major shift for Garmin.

Garmin users reacted negatively when Connect+ launched last year, with many concerned that new watch features would eventually require a subscription. Ongoing subscriptions are highly profitable for technology companies, although Garmin’s model remains substantially better value than Whoop’s mandatory annual subscription.

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Garmin acquires TrainingPeaks and TrainHeroic

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Garmin has acquired TrainingPeaks and its sibling platform, TrainHeroic. TrainingPeaks is a popular cross-platform programming service that lets users download fitness plans and communicate directly with coaches. It supports a wide range of devices, not just Garmin watches.

The acquisition has raised concerns that TrainingPeaks could become exclusive to Garmin, leaving users of devices such as the Apple Watch Ultra 3, Polar, Suunto, and Amazfit products without access. Some Garmin users also fear that the acquisition could introduce another subscription requirement.

TechRadar’s homes editor and former fitness editor, Cat Ellis, uses TrainingPeaks to prepare for marathons. She said the acquisition could create uncertainty for athletes using non-Garmin hardware and questioned whether Garmin might fold TrainingPeaks plans into Connect+.

“I use TrainingPeaks and a Garmin watch, so I’m interested in what the future will hold as the two become intertwined — but also concerned for owners of non-Garmin devices. It seems plausible that owners of devices from other brands — such as Polar, Suunto, and Amazfit — might be left out if Garmin folds TrainingPeaks plans into Garmin Connect+.”

Ellis also raised questions about how Garmin would handle existing TrainingPeaks coaching plans and whether a separate Connect+ tier might unlock them.

TrainingPeaks will remain cross-platform

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Lee Gerakos, managing director of TrainingPeaks and TrainHeroic, told DC Rainmaker that TrainingPeaks will remain cross-platform.

“TrainingPeaks will continue to operate as a cross-platform ecosystem, enabling athletes and coaches to use the devices, platforms and services that best suit their needs.”

That offers current users some reassurance, but the timing has prompted speculation about Garmin’s strategy. The Cirqa places coaching behind a paywall just as Garmin announces the acquisition of a major third-party coaching platform. A stronger TrainingPeaks integration could help Garmin make Connect+ more attractive, especially after criticism that the subscription’s initial offering was thin.

The pressure now falls on Garmin to satisfy existing users while integrating TrainingPeaks and TrainHeroic without alienating athletes on competing platforms.

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