Supernatural to Spin Off as Independent Health Company
Meta has announced plans to spin off its virtual reality fitness application, Supernatural, into an independent company named Supernatural Health later this year. The move follows Meta's cessation of new content production for the app and subsequent community backlash. The new entity will operate as a separate application on the Meta Horizon Store, with a launch expected in fall 2024 that will include new content.
Background and Acquisition
Meta acquired the developer of Supernatural in 2023. The Federal Trade Commission (FTC) had contested the acquisition, arguing it could reduce competition in the VR market. Meta had previously acquired Beat Saber prior to this purchase. The acquisition was finalized in 2023 after the FTC's probe did not succeed in preventing it.
Following the acquisition, Meta implemented layoffs and ceased production of new content for Supernatural. This decision was part of broader studio closures within Meta's Reality Labs division.
Supernatural Health Structure
The newly formed Supernatural Health will be led by the original founders and coaches of the Supernatural application. Current subscriptions will remain valid until December 3rd, 2024. Meta has stated that further transition details will be communicated to subscribers directly.
Community Response
Following the announcement that new content would cease, some users initiated public campaigns to advocate for the application's continued development. A Change.org petition addressed to Meta and CEO Mark Zuckerberg requesting reconsideration of the content cessation collected over 7,000 signatures.
The Supernatural Facebook group, which includes over 110,000 members, contains many posts from users expressing attachment to the application. Several users reported that the game assisted them with managing health conditions, recovering from injuries, weight loss, and maintaining consistent fitness routines.
User Demographics
The typical Supernatural user base has been described as differing from broader VR demographics, with a majority being women, individuals over 50, and those with limited mobility. Accounts from over 50 users indicated the application provided a non-judgmental environment for exercise. Users noted features including wheelchair mode and single-handed play, adjustable settings, and varied choreography.
User Concerns
Some users reported a decline in the application's quality and community support following Meta's acquisition. Specific concerns cited include:
- A reduction in new features
- Diminished opportunities for direct interaction with coaches
- Decreased frequency of new workouts
- The discontinuation of beta group chats
Users also expressed concern about the potential expiration of music licenses, which could lead to the removal of existing workouts from the platform. Many users stated they perceive no direct alternative to Supernatural.
Coaches' Situation
Following layoffs, several coaches associated with Supernatural have used social media to express gratitude toward the community and encourage users to continue engaging with the platform. The coaches' status within the new independent company has not been specified.
Meta's Response
Meta declined to comment on the community backlash or future plans for the application. A spokesperson cited new features and content introduced post-acquisition, including a subscription price reduction, a multiplayer mode, and new artist collaborations. Meta has not addressed the status of existing music licenses or the potential removal of workout content.
Independent Development
Pieter Montoulieu, a long-time Supernatural user, is developing a similar VR fitness prototype for the Apple Vision Pro, citing Meta's decision as a motivating factor.
User Campaign Goals
User Sherry Dickson's campaign aims to ensure Supernatural's existing content remains available on Meta's servers. She has also expressed a desire for an investor to acquire Supernatural's rights, allowing it to operate as an independent platform and potentially rehire the original creative team. Chris Milk, cofounder of Within, declined to comment via a spokesperson.