# Garmin reverses CIRQA paywall decision after user backlash Core features become free as companies compete in subscription-free wearables. - **Source:** [Android Police](https://brifing.si/source/a7444c3b-8025-40d3-b68b-72e44d7adc84) - **Published:** 2026-07-22 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/b565d90f-f1ab-435f-8e70-898b50ff2069 ## New challenger in screenless wearables Garmin entered the screenless fitness band market dominated by WHOOP with its CIRQA device. However, locking basic heart rate tracking behind a premium subscription sparked user outrage, especially when competitors offer it for free. ## Alternatives to subscription traps Against WHOOP's mandatory $359/year subscription, Fitbit Air and Garmin CIRQA aim to differentiate by offering core features free. This approach promises significant long-term savings for health-conscious consumers. ## User feedback drives change Following reports by sports tech analyst DC Rainmaker, Garmin reversed course and made live heart rate tracking free for CIRQA users. The company's responsiveness to criticism was praised as a positive step. ## Shifting market dynamics 2026 sees major brands entering the screenless wearable space. With Fitbit Air and now Garmin CIRQA challenging WHOOP's dominance, the future of subscription models in fitness tech is under scrutiny. ## Consumer preferences evolving Users reject high subscription fees for basic health tracking. Garmin's policy reversal demonstrates how consumer pressure can reshape product strategies in competitive markets. ## Competition benefits users Intense competition in wearables is forcing companies toward transparent pricing. The CIRQA case reaffirms the importance of user-centric approaches in tech product development. ## Sources covering this story - https://www.androidpolice.com/garmin-backtracks-on-paywall-heart-rate-for-new-wearable/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._