What Fitbit does

Fitbit, founded in 2007 in San Francisco by James Park and Eric Friedman, pioneered the consumer wearable fitness-tracker category and grew to a 100+ million registered user base before being acquired by Alphabet Inc. for approximately $2.1 billion in 2021. Post-acquisition, Fitbit operates as a wholly-owned subsidiary within Google's hardware division, with the Fitbit brand retained on devices while the software platform was consolidated into the Google Health app in May 2026. The current product portfolio spans screenless and display-equipped fitness trackers and smartwatches priced from $69.95 to $199.95, including the newly launched Fitbit Air, Charge 6, Inspire 3, Versa 4, Sense 2, and the children's Fitbit Ace LTE.

The hardware runs proprietary biometric firmware (continuous heart rate, SpO2, HRV, skin temperature, sleep staging with 15% improved ML accuracy, AFib detection) paired with haptic feedback and 7-day battery life on the Air model. The software stack is now the Google Health app, which aggregates device data with Apple Health, Health Connect, MyFitnessPal, Peloton, AllTrails, Oura Ring, and Run Club, and layers in a Gemini-powered Google Health Coach for conversational fitness guidance, adaptive workout plans, and AI photo-based food logging. Revenue is generated through one-time hardware sales distributed via Google Store, Amazon, Best Buy, Walmart, and carrier partners, plus a recurring Google Health Premium subscription at $9.99/month or $99.99/year, and accessory bands at $34.99-$129.99.

Customer segments are entirely consumer and horizontal: health-conscious adults, Whoop switchers seeking lower-cost passive tracking, casual fitness enthusiasts, sleep optimizers, and parents of children aged 7-14. Go-to-market is product-led growth with direct-to-consumer emphasis, supported by retail distribution, trade-in credits ($25-$100), and influencer partnerships including Stephen Curry as Performance Advisor. The business sits inside Alphabet, so Fitbit-specific financials are not disclosed, but the strategic intent is clear: use Fitbit hardware as a mass-market on-ramp to Google's broader health data ecosystem.

Name

Fitbit

Legal name

Fitbit, Inc.

Website

https://fitbit.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Fitbit, a Google subsidiary founded in 2007, designs and sells wearable fitness trackers and smartwatches for mass-market consumers. Following Alphabet's $2.1 billion acquisition in 2021, the brand operates within Google Health, offering AI-powered health coaching and subscription services.

Ownership category

akta.pro rank

Product category

Consumer Wearables

NAICS

Electromedical and Electrotherapeutic Apparatus Manufacturing (334510)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Fitness Trackers (CRACAIAB)

akta.pro secondary industries

Smart Fitness & Training Devices (Connected Fitness Sensors, Smart Jump Ropes, etc.) (CRACAQAH), Consumer Health Wearables & Fitness Trackers (Wellness Monitoring) (HLAHACAJ), Health Monitoring Wearables (ECG, BP, SpO2, CGM-compatible) (CRACAIAF), Smartwatches (CRACAIAA)

Keywords

• Wearable fitness trackers
• Health monitoring devices
• Smartwatches
• Activity tracking
• Biometric monitoring

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Technology or R&D, Marketing or Sales, Personnel, Operations, Infrastructure

Revenue model

1. Hardware Sales: One-time device sales of Fitbit trackers and smartwatches including Fitbit Air ($99.99), Charge 6, Versa 4, Sense 2, and Inspire 3. Revenue generated through direct Google Store sales, major retailers (Amazon, Best Buy), and carrier partnerships.
2. Google Health Premium Subscription: Recurring subscription at $9.99/month or $99.99/year (increased from Fitbit Premium's $79.99 annual rate). Includes Gemini-powered AI coaching, adaptive fitness plans, deeper sleep insights, proactive health recommendations. Bundled with Google One AI Pro and Ultra plans across 30+ countries.
3. Accessories and Bands: Interchangeable bands and accessories sold separately, ranging from $34.99 to $49.99. Special edition bands (e.g., Stephen Curry collaboration at $129.99) offer premium pricing.
4. Trade-in Programs: Google Store trade-in program allows customers to exchange old wearables for $25-$100 credit toward Fitbit Air purchases, reducing effective device cost to zero with high-end device trade-ins.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Fitbit designs, manufactures, and sells wearable fitness trackers and smartwatches that provide continuous biometric monitoring of heart rate, HRV, SpO2, sleep stages, and AFib detection. The hardware ecosystem pairs with the Google Health app, which aggregates health data across devices and offers an optional Gemini-powered AI Health Coach subscription ($9.99/month) for personalized fitness and wellness guidance. Core products include the screenless Fitbit Air ($99.99), Fitbit Charge 6, Inspire 3, Versa 4, Sense 2, and the children's Fitbit Ace LTE.

Product overview

Fitbit, now a Google-owned company, offers a portfolio of fitness trackers and smartwatches centered around the Google Health platform. The product lineup includes the new Fitbit Air (screenless tracker), Fitbit Charge 6, Inspire 3, Versa 4, Sense 2, and Ace LTE for children. The ecosystem is unified through the Google Health app (rebranded from Fitbit app in May 2026), which aggregates data from Fitbit devices, Pixel Watch, Apple Health, and third-party apps like MyFitnessPal and Peloton. Premium features are available through Google Health Premium subscription ($9.99/month), which includes the Gemini-powered Health Coach for AI-driven personalized fitness and wellness guidance.

Differentiator

Problem solved

Functional benefit

Products and services

• Fitbit Air Screenless fitness tracker designed for 24/7 passive health monitoring, featuring heart rate, SpO2, HRV, sleep tracking, and AFib alerts. Weighs 12g with up to 7-day battery life and water resistance to 50 meters. Pairs with the Google Health app for data display and AI coaching. Targeted at health-conscious consumers seeking distraction-free continuous tracking.
• Fitbit Charge 6 Mid-range fitness tracker with built-in GPS, ECG monitor, continuous blood oxygen monitoring, Google Maps and Google Wallet integration, AMOLED display, and up to 6-7 day battery life. Priced at $159.95 typically, with discounts bringing it to $80–$99.95.
• Fitbit Inspire 3 Entry-level fitness tracker with sleep tracking, 10-day battery life, and basic activity monitoring. Functions as predecessor design to the screenless Fitbit Air. Priced at $99.95 MSRP, often discounted to $69.95 during sales events.
• Fitbit Versa 4 Discontinued smartwatch with fitness tracking capabilities and AMOLED display. Part of the legacy Fitbit smartwatch lineup being phased out as Google focuses on Pixel Watches. Available at discounted prices from $149.95 (down from $199.95 MSRP).
• Fitbit Sense 2 Discontinued health-focused smartwatch with stress management features, continuous EDA sensor for electrodermal activity, and ECG app. Part of the legacy Fitbit product line being phased out under Google's hardware strategy.
• Fitbit Ace LTE Smartwatch designed for children ages 7-14, featuring calling, texting, location tracking, activity monitoring, games, and water resistance. Requires optional $10/month connectivity subscription for full functionality. Base price $180.
• Fitbit Air Stephen Curry Special Edition Special edition of the Fitbit Air screenless fitness tracker co-designed with NBA star Stephen Curry. Includes premium band materials, water-resistant design, and access to performance-oriented features via the Google Health app. Priced at $129.99.
• Google Health Premium Subscription service ($9.99/month or $99.99/year) unlocking Gemini-powered AI Health Coach, adaptive fitness plans, deeper sleep insights, proactive health recommendations, and personalized coaching. Formerly Fitbit Premium, now bundled with Google One AI Pro and Ultra plans across 30+ countries.

Quantifiable outcome

• 15% improved sleep tracking accuracy through new machine learning models
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability9 records

Feature5 records

Partnerships

Four partnerships are on record, tiered minor, flagship and core.

• Garmin (Competitive)minorOthers · 27 May 2026Longtime Fitbit users are increasingly looking at Garmin as an alternative due to dissatisfaction with Google Health app redesign, representing competitive pressure rather than partnership.
• Stephen CurryflagshipStrategic or Co-development Partner · 7 May 2026NBA star Stephen Curry serves as Google's Performance Advisor and co-designed the Fitbit Air Special Edition at $129.99. The partnership brings his performance team together with Google's health innovators to enhance the product's credibility in the fitness and athletic performance space.
• Health Connect / Apple HealthcoreTechnology or Integration · 7 May 2026Google Health app integrates with Apple Health (iOS) and Health Connect (Android) to aggregate health data from multiple wearables and apps, enabling cross-platform data portability and competitor device compatibility.
• Medical Professionals and ClinicianscoreStrategic or Co-development Partner · 7 May 2026Google developed Google Health Coach with input from medical professionals, clinicians, sports scientists, and a consumer health advisory panel of experts to ensure accuracy, relevance, and safety in AI-generated health responses.

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Whoop: Whoop is a screenless fitness and recovery tracker sold via annual subscription ($239+/year). Fitbit Air is directly positioned as a one-time-purchase alternative targeting Whoop switchers, with comparable passive HRV and sleep tracking capabilities.
• Garmin: Garmin is a major direct competitor in fitness wearables and GPS watches, with strong appeal to long-time Fitbit users reportedly defecting to Garmin due to Google Health app dissatisfaction. Comparable on multi-day battery, advanced fitness metrics, and athletic performance focus.
• Samsung (Galaxy Watch): Samsung Galaxy Watch competes directly with Fitbit Versa/Sense lines in the Android smartwatch category. Comparable in offering AMOLED displays, health monitoring (ECG, BP, SpO2), and smartwatch functionality for Android users.
• Oura Health: Oura is a smart ring focused on sleep, readiness, and recovery tracking with a subscription component. Direct overlap with Fitbit Air in passive sleep and HRV tracking, and Oura Ring is integrated into Google Health app for cross-platform data aggregation.
• Polar Electro: Polar is a long-established fitness watch brand with strong credibility in heart rate training, sleep tracking, and athletic performance. Competes in the multi-sport fitness watch category with comparable battery life and advanced metrics.
• Withings: Withings makes connected health devices including hybrid smartwatches (ScanWatch), smart scales, and sleep analyzers. Comparable in combining health-grade sensors with consumer-friendly design and a subscription Health Mate service.
• Amazfit (Zepp Health): Amazfit offers affordable fitness trackers and smartwatches in the sub-$150 range, directly competing with Fitbit Charge and Inspire lines on price. Strong presence in international markets where Fitbit is also expanding.
• Xiaomi (Mi Band): Xiaomi Mi Band is a leading ultra-affordable fitness tracker with global market share, competing at the entry-level price point. Comparable basic activity and sleep tracking at materially lower prices than Fitbit's entry-level offerings.
• Huawei (Huawei Watch): Huawei Watch and Band series compete in the fitness wearable category with health monitoring features (SpO2, heart rate, sleep) at competitive price points. Strong in Asia and emerging markets where Fitbit Air is expanding.

Broad incumbents

• Apple (Apple Watch): Apple Watch is the dominant smartwatch competing across Fitbit's product range including Charge, Versa, and Sense lines. Broad incumbent in the wearables category with deep health features (ECG, SpO2, AFib) and the Apple Health ecosystem that Fitbit now integrates with.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/fitbit
• YouTubeyoutube.com/fitbit
• Facebookfacebook.com/fitbit
• LinkedInlinkedin.com/company/fitbit
• Instagraminstagram.com/fitbit

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds4 records

Investors8 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A6 records

Investments3 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fitbit