Meta is officially spinning off its popular VR fitness platform Supernatural into an independent entity called Supernatural Health, restoring active development to the app following widespread user protests over frozen content updates.
From a $400 Million Acquisition to VR Abandonment
In 2023, Meta endured an eight-month antitrust battle against the Federal Trade Commission to acquire Within, the development studio behind Supernatural, in a deal valued at approximately $400 million. Despite the massive financial investment and legal hurdle to acquire the virtual reality workout title, Meta significantly downsized its VR division just a few years later and halted all new content development for the application.
The Launch of Supernatural Health
Following roughly five months of backlash from dedicated users who protested the platform’s stagnant state, Meta granted the development team permission to transition into a new independent company. The newly formed entity, Supernatural Health, is spearheaded by the app’s original founders and will fully assume control of operations later this year.
What the Transition Means for Active Subscribers
According to an update published on the app’s official website, the core experience of the platform will remain intact during the restructuring process.
“Supernatural is being reborn. Same coaches, same DNA, same obsession with making fitness feel like the best part of your day — now under a new, independent company we’re starting from the ground up,” stated Supernatural Health.
Addressing the corporate separation, the company explained: “We’re grateful for the platform and resources Meta provided during a critical growth phase. This transition reflects a shared belief that Supernatural’s community is best served by a focused, independent team. Meta has been supportive throughout.”
Community Reactions to Big Tech Independence
The decision to spin off the platform marks an unusual reversal in big tech acquisitions, where underperforming or sidelined software is typically shuttered completely rather than returned to its creators.
The news brought immediate relief to the app’s user base, many of whom feared the service was destined for permanent shutdown. “Like so many of us I was so devastated when the coaches were let go and we were told our beloved Supernatural, while we loved it and it was great, would never get any better than it was. What we had was what we had. We all felt like it was purchased to kill,” one subscriber shared in the public Supernatural Facebook group.
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