Google has launched the Fitbit Air, a screenless fitness tracker priced at $99, placing the device in direct competition with the Whoop band and other subscription-based wearables. The announcement was made through official Google channels, with the product now available for purchase in select markets including the United States and Middle Eastern regions, where it retails for approximately AED 363.
The Fitbit Air represents a strategic shift for Google’s wearable division, moving away from the traditional smartwatch format that includes a display. Instead, the device focuses solely on health and activity tracking through sensors embedded in a lightweight band. This design choice mirrors the approach taken by Whoop, a company known for its screenless fitness bands that prioritize data collection over screen interaction.
Key features and specifications
The device tracks standard metrics such as heart rate, steps taken, sleep quality, and activity duration. It does not include a touchscreen or any visual interface, relying instead on haptic feedback and smartphone notifications through the Fitbit mobile application. The band connects wirelessly to both iOS and Android devices via Bluetooth.
Battery life is estimated at up to seven days on a single charge, according to information released by Google. The band is water resistant to 50 meters, making it suitable for swimming and shower use. No cellular or GPS connectivity is built into the device, as location tracking is handled through the paired smartphone.
Target market and pricing strategy
At $99, the Fitbit Air is positioned as an entry-level health tracker. Whoop’s comparable device requires a subscription costing approximately $30 per month or $240 annually, with a hardware fee of $99 for new members. The Fitbit Air does not require a recurring subscription to access its core features, though users may opt for a Fitbit Premium membership at $9.99 per month for advanced analytics and personalized insights.
This pricing model makes the Fitbit Air significantly more affordable over a one-year period compared to Whoop, which charges an effective annual cost of $360 including hardware and subscription fees. The absence of a screen also reduces manufacturing costs and power consumption, contributing to the lower retail price.
Fitbit’s market position under Google
The launch is Google’s first major Fitbit hardware release since completing its acquisition of the fitness brand in early 2021 for $2.1 billion. Fitbit previously focused on smartwatches and activity bands with small displays, such as the Inspire series. The screenless Fitbit Air marks a departure from that established product line.
Industry analysts have noted that Google appears to be targeting users who do not require constant screen interaction but want continuous health monitoring. This demographic includes athletes, shift workers, and individuals seeking to minimize screen time during daily routines.
Availability and regional rollout
The Fitbit Air is currently available in the United States, United Arab Emirates, and the United Kingdom. Google has not provided specific dates for a wider global rollout, but confirmed that additional markets will receive the device in the coming months based on regulatory approvals and retail partnerships. The product is listed on Fitbit’s official website and through major online retailers.
Existing Fitbit users can continue using their accounts without interruption, as the Fitbit Air integrates with the same app and cloud infrastructure. No major software changes are required to support the new device.
Looking ahead, Google has stated that future updates to the Fitbit operating system will focus on improving sensor accuracy and expanding sleep tracking algorithms. The company has also indicated that additional screenless models may be considered based on consumer reception of the Fitbit Air. No timeline has been provided for potential enhancements or successor devices.
Source: Mashable
