Popular Whoop band has a problem! Google teases a new product that could be a huge competitor

In recent years, the Fitbit brand has been quietly languishing under Google’s wings rather than bringing anything groundbreaking. But that’s likely to change soon. Google has hinted at the arrival of a completely new type of device – a screenless fitness band – which is set to shake up a segment where the American Whoop has so far reigned virtually unchallenged.

Steph Curry showed what Google is still keeping secret

The first glimpse of the upcoming band came from a video on the Instagram of Steph Curry, NBA star and long-term Google partner in health, Pixel hardware, and cloud services. In the footage, Curry wears a grey-orange band with a woven textile material and a metal clasp – a design that at first glance strongly resembles Whoop. However, Curry did not reveal specific specifications or a launch date, only hinting that it is “the first of its kind”.

According to Bloomberg, the band will feature an AI health coach, designed to provide users with personalized advice based on collected data. Some features will be available for free, but more advanced metrics – likely sleep analysis, recovery, or training load – will require a Fitbit Premium subscription.

A different model than Whoop, but the same goal

The fundamental difference from Whoop lies in the business model. Whoop does not sell hardware separately – you get the band as part of a monthly subscription. Google will take the opposite approach: the band will be purchased separately, and the subscription will be optional. For users who do not want to pay a monthly fee for basic activity tracking, this could be a decisive argument.

Screenless bands function differently from traditional smartwatches or fitness trackers. All data is displayed exclusively in the mobile app; the device itself only measures on the wrist. This places enormous emphasis on software quality – and this is where Fitbit has a lot to offer. The Fitbit app is among the clearest and most user-friendly on the market, which is absolutely crucial for a device without a display.

Whoop is crushing the competition so far

Several screenless bands have appeared in the last year, but none have truly threatened Whoop. The Amazfit Helio Strap functions as a more affordable alternative, but it lacks brand recognition and community. The Polar Loop, on the other hand, encountered problems with software and measurement accuracy. Whoop is also actively defending its position – it had the sale of the Lexqi band blocked and sued Polar for alleged design copying.

However, Google with Fitbit has something others lack: a strong brand, a quality app, and marketing power. Deploying Steph Curry as the face of the product is no coincidence – Whoop has always benefited from partnerships with professional athletes, and Google is now playing the exact same game, just with a bigger name.

Fitbit needed a new direction

For the Fitbit brand, this is potentially a pivotal moment. Since its acquisition by Google in 2021, the product line has largely stagnated, and many questioned whether Fitbit even had a future. A screenless band could be the answer – it’s a growing segment where classic smartwatches don’t make sense and where the focus is primarily on data and software quality.

Incidentally, according to speculation, Garmin is also working on a similar device. Thus, 2026 could be a breakthrough year for screenless trackers – the question remains whether any of the new players will truly be able to challenge Whoop, or if it will just be another wave of products that end up in a drawer.

Would a screenless fitness band appeal to you, or do you prefer classic smartwatches?

Source: GSMArena