Fitbit announced the launch of Fitbit Premium, a paid subscription service in the Fitbit app that uses an individual’s unique data to deliver Fitbit’s most personalized experience yet, with actionable guidance and coaching to help achieve health and fitness goals.

Premium leverages insights from 10+ years of Fitbit data as well as academic and medical expertise to help users move more, sleep better and eat well with customized programs, advanced sleep features, personal insights, thousands of workouts, new challenges, health reports and more. Premium will be available to any Fitbit user and to Fitbit Health Solutions customers through Fitbit Care.

Fitbit said the digital health and wellness market is crowded, with an estimated 14 million U.S. adults currently subscribed to a service and paying an average of $174 annually for different apps. Based on this data, there remains a void in the market for a single app that can provide quality health and fitness tools, personalized guidance and coaching all in one place.

“At Fitbit, we’re focused on making health accessible and more achievable. With Fitbit Premium, we’re 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. “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.”

At launch, Premium includes nine guided health and fitness programs that help users get more sleep, wake up energized, increase their activity, manage nutrition and create lasting healthy habits, including: Intro to Healthy Habits, Get More Zzz’s, Habits for Restful Sleep, Get Active, Beginner Running, Run Training, Understand Calories, Kick Your Sugar Habit and Kick Your Salt Habit.4 Programs include actionable coaching, daily tips and tricks, structured workout plans, relaxation tools, recipe suggestions and educational content. Fitbit will launch additional activity, sleep and nutrition programs by the end of the year.

For even more support to help users manage a condition, such as diabetes or weight loss, Fitbit will launch a personal, one-to-one coaching service in 2020, with a limited pilot targeted to roll out later this year. Based on the existing coaching platform within Fitbit Care, the service will provide users with a personalized plan and direct support from Fitbit’s team of certified health and wellness coaches for one-on-one help, expert answers, accountability and encouragement in the Fitbit app.

Fitbit Premium will start rolling out in September 2019 at $9.99 per month or $79.99 per year (USD). Fitbit will be exploring promotional pricing and product bundle offers, and will continue to expand upon and refine Premium based on customer feedback.

More information is available here.