Fitbit's Future Uncertain as Website Shutdown Looms

A recent discovery by 9to5Google reveals that Fitbit.com, the official website for the popular wearable fitness brand, is set to close its doors. A notification on the site announces that its features will be migrated to the Google Store starting October 1.

This move comes just six months after Google rebranded the site as "Google Fitbit," replacing the previous "Fitbit by Google" branding.

What's Next for Fitbit?

In July, Google discontinued the web interface for tracking Fitbit health metrics, forcing users to rely on a mobile app that initially lacked the features of the web interface.

Mid-August saw reports from Engadget that Google is downgrading the Fitbit brand to focus on minimalist, fitness trackers with extended battery life, rather than feature-packed smartwatches. Shortly after, TechRadar claimed that Google had "quietly confirmed" it would cease production of FitBit Versa and Sense models.

However, in a statement to Ars Technica, Google disputed TechRadar's reporting as "inaccurate," adding:

“We are deeply committed to Fitbit, and even more importantly to the customers that use and depend on those products and technology. It’s also worth noting that many of the health and fitness features we launched in Pixel Watch 3 were because of Fitbit’s innovation and ground-breaking fitness advancements. In addition, we just launched Fitbit Ace LTE, and you’ll continue to see new products and innovation from Fitbit.”

Based on these reports, it appears that Google is prioritizing the Pixel Watch series while gradually phasing out Fitbit "smartwatches," focusing instead on simpler Fitbit fitness trackers. As such, FitBit.com is likely being shut down due to redundancy; Google can simply sell Fitbit wearables via the Google Store. For more on Google's recent decisions regarding Fitbit, visit https://computerstechnicians.com/tech/google-abandons-fitbit-website-shutdown-sparks-fears-for-brands-future/

In 2019, Google acquired Fitbit for a staggering $2.1 billion, yet surprisingly, no new Fitbit timepieces have been produced since 2022. A visit to the Fitbit product page in the Google store reveals that the Pixel Watch 3, designed to integrate seamlessly with the Fitbit Premium subscription service, takes center stage, overshadowing actual Fitbit models.

It is purely conjectural, but the underlying motive behind this decision seems to be a deliberate attempt to steer Fitbit devotees towards opting for Pixel Watches. Although this move falls squarely within Google's purview, devoted Fitbit users are equally justified in voicing their dissatisfaction.