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Fitbit takes high road with new low-price devices

Fitbit has launched four new wearables aimed at making health and fitness more affordable and accessible to consumers.

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Fitbit has announced four new products – Fitbit Versa Lite Edition, Fitbit Inspire HR, Fitbit Inspire and Fitbit Ace 2 – designed to help make health and fitness accessible to more consumers across the globe.

Fitbit said in a statement this week: “Consumers can choose the best device for their own journeys with leading health and fitness features at an affordable price. Beyond devices, the Fitbit platform offers users engaging software features, access to their holistic data, and connection to one of the largest global health and fitness social networks which helps to drive positive behavior change.”

Fitbit says it will also soon launch a major redesign to the Fitbit app so users can further personalise their dashboard, better understand their data, discover new content and easily connect with others on Fitbit’s social community.

Said James Park, co-founder and CEO of Fitbit: “ Since founding Fitbit almost 12 years ago, we’ve focused on making health fun and achievable for everyone – regardless of fitness level or goals. Today we have a growing, supportive community of more than 27 million active users around the world who are getting more active, sleeping better, reducing stress, managing weight and getting healthier from being ‘on Fitbit,’ which is a testament to the power of our platform and our consistent innovation across our devices, software features and mobile app experience.”

The wearables category continues to evolve and grow, with global shipments of wearable devices forecasted to reach 189 million units by 2022, up from 125 million units in 2018, according to IDC research. While growth is being driven by smartwatches, trackers are expected to remain an important part of the category overall. Fitbit believes this rapid growth provides a large opportunity to bring new consumers to the category by offering both smartwatch and tracker form factors that feel more accessible and are affordably priced.

“With our newest products, we’re delivering high-quality, easy-to-use wearables that are more affordable, so getting healthy can be accessible to people of all ages and activity levels – even those who have never tried a wearable,” said Park. “Bringing more users to the wearables category and growing our community of active users is a critical part of our strategy. We will continue to build on the Fitbit platform to provide a more personalised and valuable experience for our users through a paid premium service expected to launch later this year.”

Click here to read about the new Fitbit devices.

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