April 24, 2026, 6:07 am | Read time: 3 minutes
At the end of March 2026, Google hinted at a new Fitbit tracker without a display. Shortly after, the first concrete details about the device emerged, positioning it as a competitor to the manufacturer Whoop. The device gained additional attention when U.S. basketball star Stephen Curry showcased the fitness band on Instagram.
The device likely comes without a screen, strongly resembling known products from the Whoop portfolio. There has been no official confirmation from Google yet. Rumors about a possible comeback of the Fitbit brand have persisted since then.
Device Name and Subscription Prices
According to the website “9to5google.com,” which cites insiders, the new device is expected to be released under the name “Google Fitbit Air.” The “Air” component likely refers to the lightweight design without a display. The combination of Google and Fitbit in the product name indicates that both brands continue to play a role, albeit in different forms.
The paid service around the band will no longer be called “Fitbit Premium” but will relaunch under the name “Google Health.” The service is expected to offer additional features and AI-supported content, including a comprehensive health coach. This offering is already being tested, although an official product name has not been confirmed. However, there are increasing indications that the subscription could be specifically positioned as “Google Health Premium.”
A leak from “9to5Google” not only shows a corresponding logo that clearly departs from the Fitbit brand and more closely resembles Google Fit, but also reveals initial details about pricing. Accordingly, the new offering could be around $99.99 per year, about $20 more expensive than the previous Fitbit Premium subscription.
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Fitbit Loses Significance
The latest developments thus suggest that the Fitbit brand is losing significance within the Google ecosystem. Stephen Curry’s Instagram content also exclusively showed the Google logo, without mentioning Fitbit.
The name “Google Health” is not new to the company. It was previously used but later replaced by “Google for Health.” Originally, it stood for a service for managing electronic health records. Later, it was also used in connection with other health products.
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Outlook on the Market Launch
Google now apparently wants to use the name more prominently to consolidate health and fitness services. Google Health is set to become the central platform. Clues from the leaks also suggest that the market launch of the Fitbit Air could take place as early as mid-May. May 19 is mentioned as a possible date for the device to go on sale.