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Unfortunately for fans of one of the best fitness tracker manufacturers, Fitbit has officially turned the page to a new chapter, leaving many loyal users wondering what’s next for the well-recognized brand.
After all, what other conclusion can you draw when typing in “fitbit.com” directs you to the Google Store instead of the company’s own home page? Between the Fitbit website shutdown and Google Pixel watches being equipped with features that used to be exclusive to Fitbit users, it’s fair to ask: What will the fitness tracker industry look like moving forward?
A Little Bit of Fitbit History
Long before Apple and Samsung got into the wearables game, Fitbit ruled the health and wellness kingdom. Founded in 2007 by James Park and Eric Friedman, the Fitbit brand focused on creating physical fitness and activity trackers, including smartwatches, pedometers, and other devices that monitor key metrics like heart rate, sleep quality, and calories burned.
Early models like the Fitbit Classic (2007) and the Fitbit Tracker (2008) didn’t offer nearly the same array of features as newer Fitbit products like the Charge 5, Versa 4, and Inspire 3. Still, the company built a loyal following by offering fitness enthusiasts a convenient method to gather valuable data, maintain accountability, and become part of a community.
With the best Fitbit devices captivating a large audience, that success set the stage for a massive move in 2015 when Fitbit became a public company after raising $732 million via an initial public offering (IPO). The ensuing years included several triumphant moments:
- On Dec. 6, 2016, Fitbit acquired assets from Pebble, a since-discontinued smartwatch, for $23 million.
- About a month later, the company acquired Romania-based smartwatch startup Vector Watch SRL for an undisclosed price.
- In February 2018, Fitbit acquired Twine Health and later announced a partnership with Adidas to release an Adidas-branded Fitbit Ionic.
Of course, that time period also saw companies like Apple and Samsung make tremendous strides of their own, with iPads, iPhones, and Android devices providing more functionality, better battery life, and other user-friendly improvements.
Coming out of the pandemic, it appeared as though Fitbit smartwatches and other devices could help more people than ever before.
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The “Great” Acquisition
A new Fitbit era launched in January 2021 when Google officially acquired the company for the tidy sum of $2.1 billion. Widely viewed as a counterpunch to compete with the uber-popular Apple Watch, the new Google-Fitbit partnership allowed Google even more of a grip on the everyday devices people rely on.
While the stylish Fitbit Luxe and tech-packed Fitbit Charge 5 came out the same year as the acquisition, it quickly became clear that Google didn’t plan to invest significant resources in expanding the product line. Instead, the tech giant released the first Pixel Watch in October 2022.
Since the 2021 acquisition, these are the only new Fitbit releases:
| 2022 | 2023 |
| Fitbit Inspire 3 | Fitbit Charge 6 |
| Fitbit Versa 4 | |
| Fitbit Sense 2 |
While the Fitbit Ace LTE—a first-of-its-kind smartwatch for kids—came out in 2024, that essentially represented the end of the line.
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Priority Shifts Lead to Fitbit Website Shutdown
Fitbit announced its website would no longer work starting on July 8, 2024. Users would need to use a dedicated iOS or Android Fitbit app to access features that were previously available on a web dashboard. Forums quickly ran rampant with backlash about this unexpected change.
As if being limited to only a mobile app wasn’t a bitter enough pill to swallow, Fitbit loyalists absorbed another blow when Google unveiled the Pixel Watch 3 in August 2024 and Tech Radar reported that Google would no longer produce the Fitbit Sense or Versa models—two popular smartwatches.The Pixel Watch, however, does make use of the Fitbit app for tracking health metrics, which means the app should be here to stay.
On the other hand, just two months after the Pixel Watch 3 release, fitbit.com officially became obsolete.
Since Oct. 1, customers have had to purchase products through the Google store or “select retail partners” like Amazon instead of the Fitbit store. While you can still add a Fitbit device to your wearable repertoire, the clock is probably ticking on how long support will ultimately be available.
Fitbit Website Shutdown: Final Thoughts
As an avid Apple watch fan who also enjoyed using the Fitbit Versa 3, it’s bittersweet to see the brand that changed the health and fitness game nearly two decades ago fade into the background.
Are there superior smartwatches and fitness trackers out there? Absolutely. But not everyone has the budget (or desire) for something like the Garmin Forerunner 265 or a $350 Pixel Watch 3, and Fitbit filled that void.
My advice: If you’re in the market for a fitness tracker, keep your options open. Google might be shutting the door on Fitbit innovation, but you still have plenty of choices. Whether it’s something like the best fitness tracker ring or an entry-level smartwatch like the Garmin vivoactive 5, don’t let the Fitbit website shutdown stop you from using technology to help you become the healthiest version of yourself.
Fitbit Website Shutdown: FAQs
Is Fitbit going to be discontinued?
While Google will not produce new Fitbit smartwatches, you can still purchase the Sense 2, Versa 4, Charge 6, Inspire 3, and Luxe models on the Google Store.
What happened to the Fitbit online dashboard?
The Fitbit online dashboard is no longer available, as Google shut down the Fitbit website and replaced it with a mobile app.
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