In digital services consumers are fairly used to subscription models. Whether it’s streaming services or digital tools, through subscriptions the service providers can ensure better user experience, connectivity or freedom. The same approach has been tried before for physical products as well. The problem there is that physical product subscriptions usually lack the before-mentioned main benefits of digital product subscriptions. Replenishment products, such as grooming supplies, toothpaste or toilet paper, are the biggest product group offered as subscriptions, but the problem is that does it actually solve a big enough problem for the user? You can get the more or less thesame products in your nearest store. On the other hand, digital services are updated regularlyand it is comparatively cheap to add new features and produce new value for the customers. What if we would start using real-time personal data of the customers to be able to offer similar experience for physical product subscriptions as well? How might a next-generation physical subscription service look like if we focus on recreational products? How might we be able to “update” and add features to the subscription according to the customer’s needs by using their personal data? What is the added value for the customers to choose subscription instead of buying the products one-by-one? Inthisprojectwewanttodesignthe subscription servicefroma young consumer’s point of view and demonstrate it. If you are interested in developing new business models, UX design, software engineering, web design or visual design, join the project!