Google is reportedly preparing to introduce a new fitness band as part of its Fitbit brand. The company aims to launch the upcoming device without a screen to compete in the market against brands like Whoop and Oura Health.
According to a report by Bloomberg, the Fitbit fitness band is anticipated to be released later this year. The device has been hinted at by Stephen Curry, a basketball player who serves as a “Performance Advisor” at Google.
Curry shared a brief video on his Instagram account showcasing him playing basketball with a gray-and-orange band on his wrist. The video includes the message, “A new relationship with your health coming soon,” concluding with the Google logo.
Google mentioned in a statement to Engadget that their Performance Advisor has been collaborating on a special project. While the specifics of Google’s product remain unknown, Bloomberg reported that the device will have a price tag and include essential features, with potential additional features requiring a paid subscription.
In contrast, Whoop operates on a subscription-based business model entirely. The upcoming Fitbit device is expected to launch alongside an AI-powered Fitbit health coach, which has been in public testing since last October and will be integrated into the revamped Fitbit app.
Recently, Google-owned Fitbit introduced new features for its app, focusing on cycle health, mental health insights, and tracking nutrition and water intake. This development follows the announcement from Whoop, which secured $575 million in funding, valuing the company at $10.1 billion.
In January 2021, Google acquired Fitbit for $2.1 billion, marking its entry into the smart wearable market.