Google Teases New Screenless Fitbit Band

Google has started teasing a new band without a display that will launch later this year under the Fitbit brand, Bloomberg is reporting today. The new wristband can be briefly seen in a sponsored Instagram video from NBA player Stephen Curry posted yesterday, which promotes “a new relationship with your health coming soon.”

The video doesn’t reveal anything about what the new fitness band can do. It looks like a gray wristband with orange lines on the outsides, and Bloomberg reports that it will support “basic features” and lock more advanced capabilities behind a subscription. The publication compared the new wristband to other screenless wearable devices from smaller companies like Whoop and Oura.

“The launch will tie into an AI-powered Fitbit personal health coach that will live inside the newly redesigned Fitbit app,” Bloomberg reported yesterday. This new personal coach is a Fitbit Premium feature designed as an all-in-one fitness trainer, sleep coach, and wellness advisor. It’s currently available in public preview in the UK, Canada, Australia, New Zealand, and Singapore

Fitbit Premium is currently priced at $9.99 per month, and it unlocks advanced health insights, personalized recommendations, the new personal coach developed with Google’s Gemini AI, and more. Yesterday, Google announced the addition of three new personal coach features, including cycle health, mental wellbeing, and nutrition and watter logging.