Fitbit, a company that used to be a leader in the fitness tracker market is in the news again. Not because of a new smartwatch. There are rumors going around that Google might be getting ready to make some changes to Fitbit or maybe even merge it with the Pixel brand. This has people talking about the possibility of Fitbit becoming a part of the called “Google Graveyard”.
How much of this is actually true and what is really going on behind the scenes?
Is Fitbit really being shut down?
No, Fitbit is not officially shutting down. However since Google bought Fitbit the company has been changing its direction. For example Fitbit devices now work closely with Google accounts. There have not been as many new Fitbit devices released. At the time Google Fit and the Pixel Watch are getting more attention.
This has led some people to think that Fitbit is becoming a part of Google’s brand than being its own separate company.
Why are people talking about a “rebrand”?
There are reasons why people think Fitbit might be getting a new brand.
First Google has been using the Fitbit name less and less in its software updates and marketing materials.
Second Google is putting a lot of money into the Pixel brand, including the Pixel Watch and Google Health, which is connected to Fitbit.
Third, Google is working on using intelligence to make fitness tracking better. This means that fitness tracking will be more accurate, more personalized and will work better with Android devices.
What would a new Fitbit or Pixel Fitness look like?
If Fitbit does get a brand there are some things that might change. For example there could be health tracking features, like better heart rate monitoring and stress tracking. There could also be fitness coaching features, like personalized workout suggestions and sleep optimization insights. The new device could also have a battery life and a design that is a mix of a fitness band and a smartwatch.
When could this happen?
There is no date for when this might happen. However, based on what’s going on now it could happen gradually between 2025 and 2026. If there is a change to the brand it will probably happen when a new Pixel Watch comes out.
Reality check.
While there are a lot of rumors here is what we know for sure: Fitbit is still a part of Google and its devices are still being sold and supported. There has been no announcement about Fitbit being shut down.
So for now Fitbit is not dead. It is just changing.
Final thoughts.
Fitbit’s future is clearly connected to Google’s long-term plan for devices. Whether Fitbit stays its brand or becomes a part of the Pixel brand one thing is clear: Fitbit is not going away. It is becoming something bigger and better as part of Google’s brand. Fitbit is. This is a good thing for Fitbit and for Google. Fitbit is not disappearing, it is just evolving into something, inside Google’s brand.
