When Garmin sidled in its new Connect+ subscription service, the community and influencers noticed. Many commented on the move, raised eyebrows at the potential implications, and pointed to the rising trend of paywalled features. But while the discontent was voiced, it lacked teeth. Most posts and videos read like check-the-box criticisms designed to get likes, reads or traffic.

Every Garmin influencer is aware of the backlash, but few actively challenge it.

What’s Changing and Why It Matters

Garmin’s Connect platform has long been a standout selling point and has improved recently. You might not like it for personal reasons, but we can agree it must add value for many people.

Its free nature has been central to the value of buying a Garmin device and committing to the ecosystem. The shift to a subscription model with Connect+ introduces some exclusive features behind a paywall. Still, it’s obvious to anyone with half a brain that more needs to be added to justify the somewhat high subscription cost – more WILL be added – eventually, you WILL want some of its features.

Influencers Are Talking — So Why Does It Feel Hollow?

Scroll through YouTube, blog posts, and Instagram, and you’ll see the same narrative: disappointment, a shrug, and then business as usual. There’s no shortage of people mentioning the issue, but few truly engage with it. It’s like watching someone chat about the fire across the street without reaching for a hose — technically involved but emotionally and practically detached.

Some videos and posts spend more time speculating about what the subscription might add down the line than challenging whether it should exist at all. The sentiment may be negative, but the energy is low. In simple terms, it doesn’t pay.

The Business of Influence: Between Community and Brand

To be fair, there are other reasons for caution. Many Garmin influencers receive early access to unreleased hardware, partner with Garmin on sponsored content, get free or discounted hardware, rely on affiliate income from device recommendations, and generate revenue from advertising and YouTube payments. With almost no exceptions, Garmin will not deal with influencers who rock the boat too hard.

It’s also a question of audience. For some influencers, especially those closer to lifestyle content than deep-dive tech, a firm stance might feel off-brand — or too risky if they’re unsure how their followers feel. It’s easier to acknowledge the controversy and stay neutral than risk taking a hard line.

A Missed Opportunity for Real Advocacy – “We support our audience, not just our sponsor.”

The fake furore has already died down. Garmin’s influencer network could have echoed user frustrations more forcefully. Something as simple as user polls or an open letter (who could lead that?) could have sent a clear message: we support our audience, not just our sponsor.

How angry are you about Garmin Connect+ – the subscription service for its app? #garminconnect #garmin #running #run #strava #garminforerunner #garminfenix #runner

— the5krunner (@the5krunner) April 6, 2025

Instead, the momentum in online content has fizzled. Garmin users are left to voice dissatisfaction amongst themselves in forums, Reddit threads, and comment sections — with little indication that those messages are being amplified by the people with the loudest microphones.

 The Risk of Doing the Minimum

In staying quiet — or saying the bare minimum — influencers risk something bigger than a brand relationship: their credibility. Trust erodes if the audience starts to feel like content creators are acting more like content marketers. The next time a feature is praised, the question will linger: is this genuine, or is it just good for business? (A: It’s good for business)

Influence isn’t just about reach — it’s earned by speaking up when it matters.

 Final Thoughts: Real Influence Requires Real Courage

Garmin’s Connect+ subscription isn’t just a business shift — it marks a moment of tension between users, a brand, and the people who operate between the two. Moments like this test what true influence means.

Influencers aren’t required to be activists. But when their community is unhappy, and the message needs amplifying, staying slightly on one side of neutral can sound like silence.

That’s performative criticism. #SaveFreeGarmin

Ask yourself: Should Influence be one-way or two-way?