Meta’s ambitious push into virtual reality and the metaverse may have struggled to gain mainstream traction, but one standout success from its VR portfolio is getting a second chance. Supernatural, the popular virtual reality fitness platform that built a loyal user base by making exercise more engaging and accessible, will continue operating after Meta agreed to spin it out into a new independent company rather than shutting it down.
The decision comes after months of uncertainty surrounding the future of the fitness app.
Meta acquired Within, the studio behind Supernatural, in 2023 after an extensive eight-month antitrust battle with the U.S. Federal Trade Commission. The acquisition was reportedly valued at approximately $400 million and became one of Meta’s most closely watched deals in the virtual reality sector.
However, despite investing heavily to secure the acquisition, Meta later scaled back portions of its VR ambitions. The company conducted layoffs across parts of its virtual reality division and announced plans to stop producing new content for Supernatural, raising concerns among users that the platform’s future was in jeopardy.
The move sparked significant backlash from the app’s dedicated community, many of whom feared that one of the most successful fitness experiences in VR would gradually disappear.
Now, those concerns appear to have been resolved.
Approximately five months after announcing the platform’s uncertain future, Meta has agreed to allow the Supernatural team to establish a new independent company called Supernatural Health, which will assume control of the platform later this year.
In a statement published on its website, Supernatural Health described the transition as a fresh beginning for the fitness platform.
“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,” the company said.
The new venture will be led by the original founders and team members who helped build Supernatural into one of the most successful fitness-focused applications in virtual reality.
The arrangement represents a rare outcome in the technology industry, where products acquired by larger companies are often discontinued when strategic priorities change. Instead of being absorbed into Meta’s broader ecosystem or permanently shelved, Supernatural will continue operating under leadership focused exclusively on the platform’s growth.
Supernatural Health also acknowledged Meta’s role in supporting the platform during its period of ownership.
“We’re grateful for the platform and resources Meta provided during a critical growth phase,” the company stated. “This transition reflects a shared belief that Supernatural’s community is best served by a focused, independent team. Meta has been supportive throughout.”
For many longtime users, the announcement represents a significant turnaround from the disappointment they felt when Meta reduced support for the platform.
Following the earlier decision to stop expanding the service, many members of the community believed the acquisition had effectively ended Supernatural’s long-term future. Concerns grew that the platform had been purchased only to be sidelined as Meta reevaluated its virtual reality priorities.
The spinout announcement has generated a much more positive reaction among users.
One member of the public Supernatural Facebook community expressed relief after learning that the platform would continue under independent ownership, writing that many users felt devastated when coaches were let go and future development appeared to stop. The user added that they had feared the app had effectively been acquired only to be discontinued, describing the latest announcement as emotional and unexpected.
The development marks a rare positive outcome for a technology product that appeared headed toward an uncertain future. While Meta continues restructuring portions of its virtual reality business, Supernatural now has an opportunity to evolve independently and focus entirely on serving its fitness community.
For users who feared losing one of VR’s most popular wellness experiences, the platform’s rebirth under Supernatural Health offers a chance for continued innovation and growth beyond Meta’s shifting priorities.
