Meta spins off VR fitness app Supernatural into independent company

Meta is spinning off its virtual reality (VR) fitness game, Supernatural, into an independent company called Supernatural Health. This corporate action reverses a previous decision by Meta to halt new content updates and lay off staff for the application. The transition represents a significant shift for the product, which Meta originally acquired in 2023. That year, Meta purchased Within, the game studio behind Supernatural, in a transaction reportedly worth around $400 million. The acquisition closed after Meta fought an eight-month antitrust battle involving the Federal Trade Commission (the US antitrust regulator).

Under the new arrangement, the newly formed independent entity, Supernatural Health, will take over the operation of the fitness application. The independent company has framed the transition as a rebirth of the product, stating that the app will retain its original coaches, its core DNA, and its focus on making fitness feel like the best part of the day under the new, independent structure. Representatives of Supernatural Health expressed gratitude for the platform and resources Meta provided during a critical growth phase, noting that the transition reflects a shared belief that the Supernatural community is best served by a focused, independent team. They added that Meta has been supportive throughout the transition process.

The spin-off comes about five months after Meta’s initial decision to stop content updates and lay off staff, which had triggered significant backlash from the game’s active user base. Many users had expressed deep disappointment over the sudden halt in development, feeling that the service would not improve. One user in a public Supernatural Facebook group reflected on the emotional toll of the initial shutdown, writing: “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” Other members of the community shared similar emotional reactions, with one user asking why they were tearing up over the news of the app’s independent revival.

Why it matters

This spin-off marks a rare reversal for Meta, which previously moved to wind down the app despite a costly regulatory battle to acquire it, highlighting the volatility of corporate-owned consumer VR products.