Sources: 'Fitbit Air' is a screen-less Whoop competitor debuting with 'Google Health' subscription

At a glance:

• Google is preparing to launch a screen-less Fitbit band called "Fitbit Air" to compete with Whoop
• The company is rebranding its Fitbit Premium subscription service as "Google Health" with a "Google Health Coach" feature
• The device has been spotted on NBA player Stephen Curry and an announcement is expected in the coming weeks

Google's New Screen-Less Fitness Band

According to sources familiar with the matter, Google is finalizing plans to release a new screen-less Fitbit band that will be marketed as the "Fitbit Air." This upcoming health band has already been worn by NBA star Stephen Curry, suggesting a high-profile launch is imminent. The device represents Google's continued push into the wearable fitness market, positioning itself as a direct competitor to popular sleep and fitness tracking bands like Whoop.

The "Fitbit Air" name carries significance beyond just a product designation. Fitbit previously used the "Air" moniker for its affordable Aria Air smart scale released in 2019, which remains available for $49.95. In the context of the new band, "Air" likely references its thinner design that enables all-day wearability without the bulk of traditional smartwatches. This design philosophy aligns with current trends in fitness tracking that prioritize minimalism and comfort during athletic activities and sleep.

Rebranding Fitbit Premium to Google Health

While the hardware will carry the Fitbit name, Google is making a significant shift in its branding approach for software and services. According to sources, the "Fitbit Premium" subscription service that unlocks AI features will be rebranded as "Google Health." This move more closely associates health and wellness features with the core Google brand rather than keeping them under the Fitbit umbrella.

The rebranding extends to the "personal health coach" feature currently in public preview, which will be known as the "Google Health Coach." During the testing period, the company has distinctly not branded the software beyond "Coach," suggesting this formal naming was being held for the broader service rebrand. This strategic branding shift explains why the teaser shared by Curry ended on the gradient 'G' without any Fitbit branding, signaling a stronger connection to Google's identity.

Google's Health Strategy Evolution

The repositioning of Google's health services reflects a broader evolution in the company's approach to health technology. "Google Health" was previously how the company referred to all its efforts in the space, but that has since been rebranded as "Google for Health." The new "Google Health" branding for the subscription service appears to be a more focused approach to consumer-facing health and wellness offerings.

This strategic realignment comes as Google continues to integrate Fitbit's technology more deeply into its ecosystem. Since acquiring Fitbit in 2019 for $2.1 billion, Google has been gradually merging the two platforms while maintaining the Fitbit brand for consumer recognition. The upcoming Fitbit Air and Google Health subscription represent the most significant integration to date, combining hardware innovation with advanced AI-powered health insights under a unified Google identity.

Market Positioning and Competition

The Fitbit Air aims to carve out a specific niche in the increasingly crowded wearable market. By eliminating the screen, Google is positioning the device as a more discreet alternative to traditional smartwatches and fitness trackers. This approach directly competes with Whoop, a popular fitness band favored by athletes and fitness enthusiasts for its focus on sleep, recovery, and strain tracking without the distractions of notifications and apps.

The timing of this launch is significant as the wearable market continues to grow despite economic uncertainties. According to recent market research, the global wearable devices market is projected to reach $87.41 billion by 2027, with health and fitness trackers representing a substantial portion of that growth. Google's entry with a screen-less, Google-branded health service positions the company to capture a larger share of this expanding market, particularly among consumers seeking integrated health and wellness solutions.

What to Expect from the Announcement

Industry observers anticipate that Google will make several key announcements alongside the Fitbit Air launch. These may include pricing details for the new hardware and the Google Health subscription service, availability in different regions, and specific health metrics the device will track. Given that the device has already been spotted on a high-profile athlete like Stephen Curry, marketing partnerships with sports figures and organizations may also be part of the launch strategy.

The announcement is expected in the coming weeks, likely timed to coincide with a major product event or during a period of heightened consumer interest in health and fitness. As Google continues to refine its health technology offerings, the Fitbit Air and Google Health subscription represent significant steps toward establishing a comprehensive health ecosystem that spans hardware, software, and personalized health insights.