The end of Fitbit? It looks like Google is killing the Fitbit brand — but not everywhere
Google is consolidating its wearables ecosystem by rebranding Fitbit Premium to Google Health Premium, signaling a shift toward unified Google-centric branding across its health and fitness portfolio while potentially retaining the Fitbit hardware name. This consolidation addresses long-standing app fragmentation issues since Google's 2021 Fitbit acquisition and suggests a coordinated strategy to compete more effectively in the wearables market alongside Pixel Watch devices. For IT organizations managing enterprise wellness programs and device deployments, this rebranding will require updates to procurement processes, vendor management agreements, and employee communications around supported health platforms.
Android Police2 min read
Fitbit as a brand is coming up to its 20th birthday, but it may not be around for much longer. New imagery seems to suggest that the iconic Fitbit branding might be replaced with new, Google-centered branding (via Android Authority).