Google rebrands Fitbit Premium as Google Health Premium, adding Gemini-powered coaching and other features, and raises its annual price from $79.99 to $99.99 (Adamya Sharma/Android Authority)

Google is rebranding Fitbit Premium to Google Health Premium while increasing the annual subscription price by 25% (from $79.99 to $99.99) and integrating AI-powered Gemini coaching capabilities. This move signals Google's broader enterprise health platform strategy and demonstrates the market's growing acceptance of premium pricing for AI-enhanced consumer health services. IT leaders should recognize this as part of a larger ecosystem shift toward AI-augmented services that may influence organizational health benefits decisions and employee wellness program strategies.