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Meta Spends $400 Million for VR Fitness but Lets Supernatural Walk Away – Here’s Why

Update The Strange Journey of Supernatural: From Meta to Independence Meta’s acquisition of Supernatural, a VR fitness app, for a staggering $400 million marked a bold move into the burgeoning virtual reality health space. However, the recent decision to spin it off and allow its original creators to run it independently presents both a bewildering and intriguing narrative. Meta's High-Stakes Gamble In 2023, Meta found itself embroiled in an eight-month antitrust battle with the Federal Trade Commission (FTC) to secure the purchase of Within, the studio behind Supernatural. CEO Mark Zuckerberg even testified in court, providing the tech giant with a temporary victory. The app offered unique workouts that engaged users with beat-matching exercises in immersive environments, particularly helping those with mobility challenges and older adults. For a time, Supernatural flourished under Meta’s wing, building a community of devoted users. But as Meta faced severe cuts in its Reality Labs division—approximately 1,500 workers were laid off—the app was frozen in maintenance mode, leaving users to feel abandoned as it ceased to receive updates or new content. Community Resistance and the Power of Protest The story takes a turning point when Supernatural’s user base rallied against Meta’s neglect. A Change.org petition called for the app to be either bolstered by Meta or spun off to its original team. Many shared their personal fitness journeys, citing significant health benefits tied to their usage of the app. Their shared voice resonated, compelling Meta to engage in conversations about Supernatural's future. The Birth of Supernatural Health On June 3, 2026, Meta announced that Supernatural would become an independent entity named Supernatural Health. The transition will see its original founders return to helm the app as they aim to launch a refreshed version this autumn. This move not only signifies a rare win in tech acquisitions but highlights the power of community advocacy in shaping product futures. What’s Next for Supernatural Health? Supernatural Health promises to keep the core essence of the app, maintaining its beloved coaches and familiar format while implementing slightly higher subscription fees. Users can look forward to the same engaging experience they've cherished, now with the potential for tailored growth driven by an independent team. Will users embrace this new phase, or are they cautious after the turbulence endured under Meta's management? Interestingly, the spinoff's success could serve as a case study for how tech giants can better navigate community needs when managing acquisitions. With Meta's pivot towards AI and other strategic areas, it appears the company has learned a valuable lesson: sometimes letting go is the key to preserving a beloved product.