Google's Fitbit-Branded Fitness Band Aims to Challenge Whoop and Oura

April 19, 2026

Alphabet Inc.’s Google is developing a dedicated fitness band intended to compete with screenless wearables from upstarts like Whoop Inc. and Oura Health Oy. The project is being built under the Fitbit brand, and plans call for a release later this year, according to a source familiar with the matter.

The device is expected to start with basic features and require a paid subscription to unlock more capabilities, mirroring the monetization model used by recent screenless wearables. The source emphasized that the product hasn’t been officially announced yet.

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