Versa users will have already seen this coming, as that device launched with Coach—the optional $7.99 USD per month service that put workouts on your wrist. Coach is now bundled into Fitbit's new premium service called (go figure) Fitbit Premium:

Fitbit gives you general insights. Premium gives you personalized insights about your activity, exercise, heart rate and sleep that show how your actions impact your health—and get clear guidance on what you can do to improve.
Fitbit is clearly playing to its strengths here—specifically the absence of native sleep tracking from either the Apple Watch or Wear OS. One of the hallmark features of a Premium subscription will be a nightly sleep score, yet another way for users to feel inadequate when ranked against their friends.

Fitbit Premium will cost $9.99 USD per month or $79.99 USD per year (or roughly the CAD equivalent) and should work great with the Versa 2 that was also announced today.

Sources: Fitbit via The Verge (1) (2)