Google appears to be making one of its biggest wearable strategy changes yet. Multiple reports suggest the company is moving away from Fitbit as a standalone software brand, replacing it with a broader Google Health platform.
At the same time, Google has officially unveiled a new wearable called the Fitbit Air, a lightweight screenless health tracker designed around simplicity and passive tracking.
The Fitbit Brand May Be Changing
According to reports, the Fitbit app is being rebranded to Google Health, while Fitbit Premium may become Google Health Premium.
This continues a transition that has been happening gradually since Google acquired Fitbit back in 2021.
Rather than keeping Fitbit separate, Google now appears to be consolidating its health and fitness ecosystem under one identity.
- Fitbit app reportedly becoming Google Health
- Google Fit expected to be phased out later in 2026
- AI-powered health coaching built around Gemini
- Health tracking becoming more integrated across devices
Meet the Fitbit Air
Alongside the rebrand, Google has also introduced the Fitbit Air, a minimalist screenless wearable focused on health tracking rather than smartwatch functionality.
The device looks more like a Whoop-style tracker than a traditional smartwatch, with no display and a stronger focus on passive data collection.
Google says the Fitbit Air is designed for people who want:
- Long battery life
- Less distraction from notifications
- Simple health and fitness tracking
- A lighter, more discreet wearable
A Bigger Push Into AI Health
The rebrand is not just cosmetic. Google is also heavily expanding its AI-powered health features through a new Health Coach system powered by Gemini.
The idea is to move beyond simple tracking and offer more proactive insights around sleep, fitness, recovery and general wellness.
That could eventually make Google’s wearable ecosystem feel much more connected across Pixel devices, Android and health services.
What This Means for Fitbit Users
For existing Fitbit users, the biggest concern will probably be what happens to the Fitbit identity long term.
Right now, Google says Fitbit hardware branding is staying, even as the software side evolves into Google Health.
Still, it is becoming increasingly clear that Fitbit is slowly being absorbed into Google’s broader ecosystem strategy.
Quick Take
This feels less like Google killing Fitbit and more like Fitbit becoming fully integrated into Google’s long-term health platform.
And honestly, the new Fitbit Air might be the most interesting wearable Google has released in years.