Fitbit Website to Disappear by October as Google Consolidates Fitness Tracker Brand

The Future of Fitbit: Is It a Case of Survival of the Fittest?

Google’s acquisition of Fitbit in 2021 has led to a gradual phase-out of the fitness tracker brand. The latest development, however, marks a significant milestone in this process: the Fitbit.com website will cease to exist by October.

The news might come as a shock to Fitbit enthusiasts, as it seems Google is opting for a complete assimilation of the brand. 9to5Google spotted a banner on the Fitbit website announcing the site’s impending closure, redirecting users to the Google Store.

New Era for Fitbit Fitness Trackers

As of October 1, the classic Fitbit website will be replaced by the Google Store, which will feature Fitbit products alongside Google’s own Pixel Watch smartwatches. The transition is already underway, with the Fitbit website’s help section moving to Google’s support pages in January and the online shop element following suit in April.

What does this mean for the future of Fitbit hardware? Although Google denied rumors of stopping Fitbit hardware development in a recent statement, many questions remain. Will we see new Fitbit-branded products, or is this the end of an era for the beloved brand?

A Peek into the Pixel Watch Future

Last month, Google released the Pixel Watch 3, which features several Fitbit-sourced features. Despite this, it’s unclear whether we’ll see a new Fitbit smartwatch like the Sense or Versa in the future.

One thing is certain: the Fitbit brand will continue to evolve under Google’s guidance. Whether that means a gradual phasing out of the Fitbit name or a continued focus on innovation remains to be seen.

* Key Dates:
+ January 2024: Fitbit website’s help section moved to Google’s support pages
+ April 2024: Online shop element of Fitbit.com transferred to Google Store
+ October 2024: Fitbit.com website will cease to exist, redirecting users to the Google Store