Do you use a Fitbit to track your steps, your sleep or to help you achieve your fitness goals? The company is taking that up a notch, launching Fitbit Premium, a paid subscription service available through the Fitbit app or Fitbit Care. The new subscription tool takes an individuals data to create customized programs, including guidance and coaching, advanced insights and sleep tools, and dynamic workouts to help Fitbit users achieve their health and fitness goals. For $9.99 a month or $79.99 a year, users will get custom-designed workouts and access to thousands of video and audio workouts.

At Fitbit, were focused on making health accessible and more achievable. With Fitbit Premium, were excited to deliver our most personalized experience yet. It will evolve with you and get smarter over time, delivering the support and guidance you need to help you achieve your health goals, said James Park, co-founder and CEO of Fitbit, in an August 28 news release.

The launch of Premium also marks an important milestone as we expand our business beyond devices and deliver new and innovative ways to engage our more than 27 million active users, while also attracting new users to the Fitbit platform, Park said.

Here are a few advanced features Premium subscribers can expect to see at launch:

• Nine guided health and fitness programs: Intro to Healthy Habits, Get More Zzzs, Habits for Restful Sleep, Get Active, Beginner Running, Run Training, Understand Calories, Kick Your Sugar Habit and Kick Your Salt Habit
• Actionable coaching customized to an individual users goals
• Daily tips and tricks
• Structured workout plans
• Relaxation tools
• Recipe suggestions
• Educational content

Additional content, including activity, sleep and nutrition programs, will be launched by year end. Next year, Fitbit is launching a personal, one-on-one coaching service.

The Fitbit Premium subscription service includes new sleep features to help improve a users sleep. They include an analysis of a free daily Sleep Score, guided programs for getting more sleep, 15- to 45-minute audio relaxation tools to help users slow down after a long day so they can fall asleep more easily, and insights that connect a users activity with their sleep patterns.

Many people dont realize the impact sleep can have on their health. Poor sleep can lead to an increased risk of various chronic diseases, including heart disease and diabetes. Thats why Fitbit has focused on sleep for over 10 years and worked to help millions of users better understand their sleep and how it correlates to things like activity, weight and heart health, said Dr. Conor Heneghan, lead sleep research scientist at Fitbit. Weve amassed one of the largest databases of sleep data with over 10.5 billion nights of sleep collected, and we are using insights from this data to inform new free and Premium sleep features that provide a more personalized and in-depth view of your sleep and how to improve it.

Fitbit Premium subscribers will soon have access to new adaptive challenges and games that use new metrics including active minutes and distance and the ability to customer the length of a given challenge. These challenges can be used with family and friends to add a little extra competition and fun to the mix. Fitbit will also be partnership with other popular brands like Headspace, Daily Burn and Yoga Studio by Gaiam to provide its subscribers with more opportunities to reach their health and fitness goals.

Fitbit Premium will begin rolling out in September, but those interested in learning more can sign up to receive a notification when it is available. The company said they are considering promotional pricing and product bundles, but have not revealed what those might be yet. All Fitbit users will get a one-week free trial, and Fitbit Versa2 Special Edition owners will get a free 90-day trial. Initially, the subscription will be available in English in 17 countries, and additional languages will be added next year.

The same day Fitbit announced the new premium service, it also launched the Versa 2 Fitbit model, a premium, voice-enabled (via Alexa built-in) lifestyle smartwatch with additional features and a battery with 5+ days of power. It includes features like Sleep Score, Smart wake, Sleep Mode, and the Estimated Oxygen Variation Graph. The Versa 2 is available for presale online for $199.95. The Special Edition is available for $229.95.

Insider Take:

In its second quarter of 2019 financials, Fitbit reported total revenue of $314 million and a net loss of $68.5 million (GAAP), or $0.27 net loss per share (GAAP). The company lowered its guidance for the year, but Park said he is optimistic that their long-term strategy is solid. This strategy includes focusing less on device sales and more on recurring revenue – including the Premium subscription offering and the companys Fitbit Health Solutions line of business, which saw a 16% increase in revenue. If Fitbit can tap more firmly into the subscription market, along with developing unique smartwatch products, it could turn things around – though it will take time to get back into the black.