Garmin CIRQA Makes Heart Rate Tracking Free, Reverses Subscription Policy

Garmin’s first screenless wearable, Garmin CIRQA, launched last week, but not without controversy. The device’s core feature—live heart rate tracking during workouts—was initially locked behind a paywall, available only to subscribers of the “Garmin Connect+” service. According to Timi Cantisano of Android Police, the company has responded to user criticism by reversing this policy. Garmin is now preparing an update to make the feature available to all users for free.

The Core Issue and User Backlash

Garmin CIRQA is a wristband-style wearable focused on sports tracking. It competes with established players in the market like WHOOP and Google’s Fitbit Air, introduced in 2026. While many competitors rely on subscription models for revenue, Garmin CIRQA marketed itself as a device offering core functionality for a one-time purchase. However, users quickly discovered that the most basic feature—real-time heart rate monitoring during workouts—required a monthly or annual subscription, sparking outrage.

DC Rainmaker, a prominent reviewer in the sports tech field, highlighted this issue and reached out to Garmin. According to his report, Garmin swiftly decided to address the matter. The company announced an update to the Garmin Connect Mobile app that will allow CIRQA users to access live heart rate tracking without incurring additional charges.

Competitive Pressure and Rapid Decision-Making

Garmin’s quick policy shift can be attributed to its competitive landscape. WHOOP offers its devices for free or at a low cost but requires an annual subscription of up to $359 to access its features. Meanwhile, Google’s Fitbit Air allows users to access core functionalities without a subscription, charging only for premium features. This “free core features, paid advanced features” model has become the de facto industry standard.

At launch, Garmin CIRQA crossed that line. From a user perspective, it was hard to justify paying hundreds of dollars for a device only to face additional charges for basic real-time heart rate data. Criticism spread across social media and forums, potentially harming the product’s reputation. Garmin’s decision to reverse course appears to be an effort to mitigate this negative impact before it could significantly affect sales.

Dynamics of the Screenless Wearable Market

As of 2026, the market for screenless wearables is experiencing a resurgence. WHOOP’s model of managing training loads and recovery through sensors and AI analytics has been followed by newcomers like Google and Garmin. Both new entrants have emphasized that subscriptions are not mandatory, positioning this as a competitive advantage. Garmin CIRQA was expected to align with this trend but risked being perceived as more expensive than its competitors due to its initial pricing model.

Garmin has traditionally relied on hardware revenue through high-end GPS watches but has been exploring a shift towards software service income. Garmin Connect+ is part of this strategy, but the decision to put basic features behind a paywall risked damaging the brand’s image. This incident underscores the need for careful planning when defining the boundaries of paid services.

Details of the Update and Future Outlook

Garmin has not specified the release date for the app update, but DC Rainmaker reports it is “coming soon.” Once the update is live, CIRQA users will be able to view real-time heart rate data during workouts without subscribing to Garmin Connect+. However, advanced analytics and training recommendations are likely to remain exclusive to paid subscribers.

This move will restore Garmin CIRQA’s competitiveness. By requiring only a one-time device purchase, users can enjoy a core experience comparable to WHOOP. Without the need for an annual subscription, users will see a significant reduction in long-term costs. Compared to WHOOP’s $359 annual fee, the savings become particularly notable after the first year.

Editorial Opinion

In the short term, Garmin’s swift response has effectively preserved trust in its brand. Had the issue been left unaddressed, the product could have been labeled as one that charges for basic features, potentially leading to negative reviews and a decline in sales. From the user’s perspective, it is difficult to justify paying for features like real-time heart rate tracking, which are offered for free by competitors like Fitbit Air. With this adjustment, CIRQA now meets the expectations of users who want a device that works fully out of the box.

In the long term, wearable manufacturers are increasingly pressured to transition from hardware sales to service-based revenue models. The decision on which features to monetize will be critical to building a sustainable business model. WHOOP’s mandatory subscription has been successful, but this is because its ecosystem was designed around that model from the start. Companies like Garmin, which have a large existing user base accustomed to free features, must tread carefully when introducing paid options. CIRQA, as Garmin’s first screenless device, represents both a foray into a new product category and a testing ground for its service strategies.

References

• “Garmin’s CIRQA almost had a paywall problem, but the company listened”, by Timi Cantisano — Android Police, 2026-07-22T21:28:10.000Z (ARR)
• Source URL: https://www.androidpolice.com/garmin-backtracks-on-paywall-heart-rate-for-new-wearable/