(Bloomberg) — Alphabet Inc.’s Google on Thursday launched the Fitbit Air, a $100 screenless fitness band aimed squarely at taking on Whoop Inc. and other makers of health and fitness wearables that forgo displays.
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The new device bears a striking resemblance to Whoop’s health tracker, featuring a soft fabric band with a battery and sensor pack underneath. One big difference is the business model: an upfront cost to buy the hardware and an optional $10 per month Google Health subscription. Whoop doesn’t charge for its hardware but instead has an annual subscription fee that begins at $200.
The Fitbit Air may appeal to users seeking a simpler alternative to the Apple Watch — one with fewer distractions and notifications — or a cheaper option than rival health trackers. The popular Oura Ring health tracker, sold by Oura Health Oy, starts at $349, while the cheapest smartwatch from Apple Inc., the SE 3, is $249. Many of Google’s existing Fitbits cost over $100, while its Pixel Watch 4 is $349.
The device works with a new health coach within the new Google Health app for iOS and Android and tracks steps, distance, sleep, heart rate, blood oxygen saturation, resting heart rate and heart rate variability. It also can detect signs of atrial fibrillation, like many recent wearables, and has sensors for motion tracking.
Without a screen and physical buttons, the Fitbit uses haptic feedback for an alarm clock feature and a small light to indicate updates about remaining battery life. The device includes a charging cable and can go about a week in between charges, according to Google. At launch, the Fitbit supports voice input for logging activity and meals. But unlike a smartwatch or phone assistant, it can’t audibly respond to users. It comes in four colors — obsidian, fog, lavender and berry — and users can buy additional bands to hold the sensor and battery pack for $35.
In an interview, Rishi Chandra, who runs Google’s wearables and health work, said the Fitbit Air, after a several-year lull in launches from the division, marks the beginning of a resurgence for Fitbit. He sees the brand, which works across iOS and Android, as Google’s primary wearable for a broader audience. The Pixel Watch, meanwhile, is more for devoted fans to the Pixel and Android ecosystems.
