Supernatural Fitness Shuts Down: Users React to Meta Layoffs and the Future of VR Workouts
The recent announcement of Supernatural’s impending closure has sent shockwaves through the VR fitness community. After Meta’s acquisition in 2022, many users held onto hope that the platform would thrive. However, following a wave of layoffs impacting over 1,000 employees across Meta’s VR and metaverse divisions, the future of Supernatural is now uncertain. This article delves into the reasons behind the shutdown, the user reaction, and what it means for the broader landscape of virtual reality fitness. We’ll explore the initial optimism surrounding the Meta acquisition, the subsequent struggles, and the potential alternatives for dedicated VR workout enthusiasts.
A Community Built on Connection and Coaching
Tencia Benavidez, a long-time Supernatural user from New Mexico, discovered the platform during the COVID-19 pandemic. For five years, she’s relied on Supernatural’s immersive VR workouts, particularly valuable given her rural location and challenging winter weather. “The ability to work out in VR is ideal,” Benavidez explains. “But it was really the community and the coaches that kept me coming back.”
Benavidez highlights a key differentiator for Supernatural: the authenticity and approachability of its coaches. These weren’t instructors talking *at* you, but rather individuals fostering a supportive and motivating environment. This sense of connection proved crucial for many users, transforming Supernatural from a mere fitness app into a vibrant social hub.
Meta’s Acquisition and the FTC Challenge
In 2022, Meta (formerly Facebook) acquired Supernatural, integrating it into its ambitious metaverse plans. The acquisition wasn’t without hurdles. The US Federal Trade Commission (FTC) attempted to block the purchase, citing antitrust concerns that Meta was attempting to monopolize the VR market. The FTC argued that Meta was “trying to buy its way to the top,” potentially stifling competition. Despite the legal battle, Meta ultimately prevailed.
Initially, some users were cautiously optimistic, believing Meta’s financial resources could secure Supernatural’s future. Benavidez reflects this sentiment: “Meta fought the government to buy this thing. All that just for them to shut it down? What was the point?” This sentiment underscores the frustration and disappointment felt by many within the community.
The Layoffs and the Shutdown Announcement
The writing was on the wall following Bloomberg’s report on Tuesday detailing Meta’s layoffs of over 1,000 employees across its VR and metaverse initiatives. This move came after years of substantial financial losses on metaverse projects. The layoffs weren’t limited to Supernatural; Meta also shuttered three internal VR studios responsible for games like Resident Evil 4 and Deadpool VR.
The closure of Supernatural, while anticipated by some, still feels unnecessarily harsh to many users. Goff Johnson, a dedicated member of the community, believes, “If it was a bottom-line thing, I think they could have charged more money. I think people would have paid for it. This just seems unnecessarily heartless.” This highlights a perceived disconnect between Meta’s decision-making and the willingness of users to support the platform financially.
User Reactions: Staying or Leaving?
The community is now divided on how to proceed. Supernatural boasts a library of over 3,000 workout sessions, meaning there’s still a wealth of content available even without new additions. Some users intend to continue their subscriptions, maximizing the value of the existing library. However, others are concerned about the long-term viability of the platform, particularly regarding music licensing agreements.
“Supernatural is amazing, but I am canceling it because of this,” says Chip, a user who expressed concerns about the future. “The library is large, so there’s enough to keep you busy, but not for the same price.” The uncertainty surrounding music rights – a crucial element of the Supernatural experience – is a significant factor driving cancellations.
Alternatives in the VR Fitness Space
While Supernatural held a unique position in the VR fitness market, alternatives exist. FitXR and the ever-popular Beat Saber offer VR workout experiences, with Beat Saber even serving as a source of design inspiration for Supernatural. However, many loyal Supernatural users argue that these alternatives don’t quite match the same level of immersive coaching and community engagement.
The Power of Community and Coaching
Stefanie Wong, a Bay Area accountant and active Supernatural community organizer, embodies the platform’s core appeal. “I’m going to stick it out until they turn the lights out on us,” she states. “It’s not the app. It’s the community, and it’s the coaches that we really, really care about.” This sentiment underscores the emotional connection users have forged with Supernatural and its team.
A Glimpse into the Supernatural Experience
Experiencing Supernatural firsthand reveals the source of its appeal. During a “Together” session, a feature allowing users to workout with others, the immersive environment and motivating coaching are immediately apparent. The session, featuring music by Imagine Dragons and guidance from coach Dwana Olsen, was both invigorating and poignant.
Olsen’s encouraging words – “Take advantage of these moments. Use these movements to remind you of how much awesome life you have yet to live” – resonated deeply, highlighting the platform’s ability to inspire and uplift. The shared experience, culminating in high-fives and anticipation for the next round, exemplified the strong sense of camaraderie within the Supernatural community.
What Does This Mean for the Future of VR Fitness?
The shutdown of Supernatural serves as a cautionary tale for the VR industry. Despite the initial hype surrounding the metaverse, profitability remains a significant challenge. Meta’s decision to scale back its VR investments signals a shift in strategy, prioritizing cost-cutting over long-term growth in this space. This raises questions about the sustainability of other VR fitness platforms and the overall future of immersive exercise.
Key Takeaways and Future Trends
- Community is King: Supernatural’s success was largely driven by its strong community and dedicated coaches. Future VR fitness platforms must prioritize fostering similar connections.
- Content is Crucial: Maintaining a steady stream of fresh, engaging content is essential for retaining subscribers.
- Music Licensing Challenges: Securing and maintaining music licensing agreements is a significant hurdle for VR fitness apps.
- The Metaverse Pivot: Meta’s retreat from the metaverse suggests a need for more focused and practical applications of VR technology.
The future of VR fitness likely lies in finding a balance between immersive experiences, engaging content, and sustainable business models. While Supernatural’s story may have come to an end, its legacy will undoubtedly influence the evolution of virtual reality workouts for years to come. The demand for convenient and engaging fitness solutions remains strong, and VR has the potential to play a significant role in shaping the future of exercise. However, success will require a more pragmatic approach and a deeper understanding of what truly resonates with users.