Is Fitbit Going Out Of Business In 2024?

What was once synonymous with fitness bands, Fitbit, is now being discontinued in so many countries, and that is raising the question: Is Fitbit going out of business?

Fitbit revolutionized the fitness industry by bringing in a fitness band with features like motion and pulse detectors, sleep detectors, etc.

But the brand has been struggling to stay relevant today even under the hood or Google, or is this not completely true? Keep on reading to find out.

Is Fitbit Going Out Of Business

Fitbit Over the Years

Fitbit Over the Years

Fitbit released its first fitness tracker in the year 2009, a perfect device that could estimate calories burned, measure the distance traveled, monitor how well you’d slept, etc.

Then, the watch would automatically send all your data to your computer, which would later be known as Fitbit Connect, the basis of the Fitbit app.

Then, in 2019, Fitbit launched Fitbit Flex, Fitbit’s first wrist-based tracker that received critical acclaim. The Fitbit Force, Alta series, Charge, Ionic, and Inspire followed the success shortly after that. 

At that time, Fitbit was doing something unique; the fitness band looked stylish, and the price was also affordable.

However, soon, Apple came up with their range of fitness bands at the higher-end price and Xiaomi and Huawei at the low end, squeezing Fitbit in the center.

The market soon became saturated, and Fitbit started looking for different ways to increase its revenue.

Consequently, in 2019, Google acquired Fitbit for $2.1 billion.

Why Did Google Buy Fitbit?

Is Fitbit Going Out Of Business?

Fitbit website warns users that they will not be able to log in to their Fitbit account with Google Credentials. The change will not be implemented out of nowhere. Existing Fitbit users will be able to access their accounts till early 2025. However, this does not mean that Fitbit is going out of business.

This change can also be seen in Google Pixel Watch, which now uses the Fitbit app for tracking fitness goals instead of their long-standing Google Fit platform.

And this is not it. Google has streamlined even other parts of Fitbit’s connectivity. For example, in 2022, Google discontinued Fitbit Connect, which allowed you to play music from your PC.

The music features have been stripped out from Fitbit’s new models, the Fitbit Versa 4 and Sense 2, as well.

Third-party support from the watches is gone, too. Meaning the watch will now only support Google/Fitbit’s features.

Why Is Google Discontinuing Fitbit?

Why Is Google Making These Changes

Once Fitbit became synonymous with fitness trackers in the same way Google is for search engines. But now it is sad to see Fitbit losing some of its best features, all thanks to Google.

Google did not give a very reassuring reason for its decision to discontinue Fitbit in so many countries. Google said that this is being done to “align our hardware portfolio to map closer to Pixel’s regional availability.”

“We communicated that we will stop selling Fitbit products in select countries in order to align our hardware portfolio to map closer to Pixel’s regional availability. We remain committed to our customers and have not made any changes that impact the existing Fitbit devices they already own. Existing Fitbit customers will continue to have access to the same customer support, warranties will still be honored, and products will continue to receive software and security updates,” they added.

Where Is Google Not Selling Fitbit Devices?

Google is no longer selling Fitbit products in 11 countries in the EU, including:

  • Croatia
  • Czech Republic
  • Hungary
  • Estonia
  • Latvia
  • Poland
  • Lithuania
  • Luxembourg
  • Romania, and
  • Portugal
  • Slovakia

In the Acia-Pacific region, Fitbit products have been pulled off from:

  • Hong Kong
  • Malaysia
  • Korea
  • Thailand, and
  • The Philippines

Additionally, Fitbit products will no longer be sold in South Africa and Mexico along with other markets in Latin America, including:

  • Argentina
  • Colombia
  • Chile
  • Costa Rica
  • Ecuador
  • Mexico
  • Guatemala
  • Panama
  • Peru
  • Paraguay
  • Puerto Rico, and
  • Venezuela 

Is This The End For Fitbit?

Is This The End For Fitbit

In 2023, only one new Fitbit band was released, and that is the Fitbit Charge 6.

When we compare this to 2022, we can see that Google launched three new Fitbit products: the Inspire 3, Versa 4, and Sense 2.

Although there is not much clarity, poor sales could be the reason for this. Or this could be because of Google’s long-term plans for fitness products do no include Fitbit’s name.

The absence of new Fitbit products could also mean that Google is planning to launch many new offerings in the coming year. No one knows what the future of Fitbit will be like as of now.

How Can I Backup and Save My Fitbit Data?

Before Google discontinues Fitbit, make sure you save or backup your data by following these steps:

  1. Go to Fitbit’s website and sign in.
  2. Now click on the gear icon in the top right corner.
  3. Now click on settings.
  4. Allow the page to load and click on the “Data export” option.
  5. Now you will see the option of “Export Your Account Archive,” click Request Data
  6. After this, you will receive an email at the address that is linked to your Fitbit account. Open your email and accept your data archive request.
  7. Post this; you will receive another email with the link to download your Fitbit account data.
  8. Download the data and save it on your computer.

Note: If you have a large amount of data, then it might take a few days for Fitbit to generate your data archive.

If this is the case, then you can come back and follow the same steps to check the status of your request. Once approved, you can follow the rest of the steps and download your data. 

Is Fitbit Going Out Of Business? | Wrap Up

Fitbit brought a frenzy in the fitness industry when it launched its first-ever, one-of-a-kind fitness bands. But today, many other companies have copied the concept and run over Fitbit.

Although Google’s acquisition of Fitbit seemed like a good thing, its decision to discontinue Fitbit in so many countries doesn’t seem promising or tells us what Google is trying to do exactly.

We hope you found this article on: Is Fitbit Going Out Of Business useful.


Is Fitbit being discontinued?

Yes, Google has discontinued Fitbit in many countries recently. You can find the complete list of the countries in the article above.

Is Fitbit losing its popularity?

Despite having so many features and being so affordable, Fitbit’s popularity has been declining. This is because of saturation in the market. Today, many brands are offering fitness bands with different features and prices.

Will Fitbit no longer be available by 2025?

No, Google has only mentioned that you will require a Google account to log into your Fitbit. This does not mean that Fitbit will no longer be available.

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