Google Enters Screenless Fitness Tracker Market

Google is preparing to launch a new fitness band under the Fitbit brand, designed to compete with screenless wearable devices from companies like Whoop Inc. and Oura Health Oy. The device is expected to be released later this year, according to a source familiar with the matter.

Subscription-Based Model

The new Fitbit will offer basic features, with more advanced functionality unlocked through a paid subscription. This model mirrors that of its competitors, such as Whoop, which primarily relies on subscription revenue. Unlike Whoop, Google will charge for the hardware itself.

Curry Teases New Device

Golden State Warriors NBA player Stephen Curry hinted at the upcoming device on social media Tuesday, describing it as a way to unlock a “new relationship with your health.” Google confirmed Curry has been collaborating with the team on a “special” project, with further details promised soon.

AI-Powered Health Coaching

The launch of the new band will be closely tied to an AI-powered Fitbit personal health coach, which is already available in a public preview within the redesigned Fitbit app since October. This coach provides insights into areas like cycle health, mental wellbeing, nutrition, and hydration.

Design and Funding Landscape

The device is described as a gray cloth fitness band with orange lining, closely resembling Whoop’s current screenless offering. This move comes as Whoop recently secured $575 million in funding, valuing the company at $10.1 billion, and plans for an IPO within the next two years. Investors in Whoop include prominent athletes like Cristiano Ronaldo and LeBron James.

Google's Wearable Strategy

This new screenless Fitbit will expand Google’s portfolio of wearable technology, which already includes the Google Pixel smartwatch and traditional Fitbit models. Meanwhile, companies like Apple Inc. continue to focus on smartwatches with integrated screens, such as the Apple Watch.