Revolutionizing Wearables: Can Fitbit Become the Beats of the Industry in 2025?

The Rise and Fall of Fitbit: Can Google Save the Brand?

It’s hard to believe that Fitbit was once the dominant force in the fitness tracker industry, but now it seems like the company is struggling to find its place. Since Google acquired Fitbit, we’ve seen a gradual decline in the brand’s features and influence. It’s as if Fitbit is being gradually phased out, replaced by Google’s Pixel Watch line.

For instance, offline music playback is no longer available on Sense and Versa smartwatches, and features that helped Fitbit stand out, like Challenges, have been relegated to the Google graveyard. The company even failed to release new devices in 2024, leading some to wonder if Fitbit has lost direction.

Google’s focus on the Pixel Watch makes sense, but if it wants to hold onto Fitbit, it needs to challenge itself to be more like Apple, which has successfully created a thriving ecosystem with its Beats brand. Apple’s strategy has allowed them to break into the budget-friendly market, offering high-quality products like the Beats Solo Buds and Beats Fit Pro.

Just Beating It

Google, however, seems to be missing the boat. Despite introducing some affordable options, like the Fitbit Charge 6, it hasn’t managed to replicate the success of Apple or even the lower-end Amazon Fitbit devices. The company’s focus on Wear OS has led to a lack of innovation in the basic fitness tracker market, where Fitbit used to shine.

A New Direction for Fitbit

So, what’s the future of Fitbit? One possible solution is for Google to simplify the brand by consolidating its offerings into just two or three devices. This could start with a basic, aggressively priced fitness tracker around £50/$50 that targets those who just want a simple, core fitness tracker with step count, heart rate, and phone notifications.

For a higher-priced option, Google could create a device like the Fitbit Charge 6 but under a new name, packing a better screen, longer battery life, and a few smart features that act as a taster for the Wear OS platform.

Strengthening the Fitbit App

To complement these devices, Google must revamp the Fitbit app, which would not only revitalize the Fitbit brand but also the Pixel Watch. If someone wants the best fitness tracking experience within Google’s ecosystem, they can simply opt for a Pixel Watch. For everyone else, those well-priced Fitbits could be a great option.

The Verdict

Unfortunately, the current state of Fitbit is unsustainable, and drastic changes are needed. If Google doesn’t make significant updates, Fitbit may face the same fate as many other products and services that have been abandoned over the years. Only time will reveal what the future holds for Fitbit, but one thing is certain – change is essential to survival.