Fans of Fitbit's fitness devices and smartwatches have been noticing the brand's gradual decline since its acquisition by Google in 2021. Google has been concentrating on making sure the Pixel Watch series does not face competition from Fitbit. Recently, a banner on Fitbit.com announced that the website will cease operations starting October 1, with its product pages transitioning to the Google Store, which will become the primary destination for all wearable technology.
The banner states, “On 10/1 the Fitbit store is moving. Shop Fitbit on Google Store." When users click the link, they find a message on the Google Store that reads, "You made it! Google Store is your new home for all things Fitbit. Start shopping below or get help with your Fitbit account here."
Changes to Fitbit's Online Presence
Earlier this year in July, Google ended the Fitbit web dashboard, citing it as part of a move to consolidate with the Fitbit app. The following month, with the introduction of the Pixel Watch 3, Google confirmed that it would no longer produce any new Fitbit smartwatches. This means that the Sense 2 and Versa 4 will be the last models in that line. However, fitness trackers like the Charge 6, Inspire 3, and Luxe appear to be safe from this gradual phase-out, at least for now.
Ongoing Support for Fitbit Users
Despite this shift, Fitbit still boasts a loyal customer base, making it unwise for Google to completely abandon the brand. Google has reassured current Fitbit users of ongoing support for their devices and has acknowledged Fitbit's contributions to technology that have helped the Pixel Watch emerge as a strong competitor to the Apple Watch. In a statement to TechRadar, Google emphasized:
“We are very 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.”
For the time being, you can still purchase Fitbit smartwatches like the Versa 4, the Sense 2, and the new Fitbit Ace LTE designed for kids, as well as fitness trackers such as the Charge 6 and Inspire 3, available on Amazon and other online marketplaces.
