Whoop is trembling: Google's display-less band already has a name

Earlier this month, we reported that Google is preparing a display-less fitness band, with which it aims to directly compete with the popular Whoop. At that time, the device first appeared on the wrist of basketball player Steph Curry, and its specific name was only speculated. Now, new information has arrived – the editorial team of 9to5Google states that the new product will be called Fitbit Air, and also reveals that interesting changes in services are also underway.

The name Air is not entirely new to Fitbit

The designation Air was already used by Fitbit in the past, specifically for the more affordable smart scale Aria Air from 2019. In the case of the band, sources suggest it refers to a thinner design, which will allow users comfortable all-day wear – for display-less devices, this is one of the key parameters, as they are expected to continuously capture data, including sleep.

Interestingly, although the device will carry the Fitbit brand, the smart overlay itself will get a new look. The current Fitbit Premium subscription, which unlocks advanced features, will be rebranded to Google Health, according to 9to5Google. Along with this, the brand new AI health coach, currently in public preview mode, will be presented as Google Health Coach.

Google is pushing health features under its main brand

The rebrand is not entirely without context. Google is gradually moving health and wellness features under its main brand, and the Fitbit name remains primarily reserved for hardware. After all, even the teaser shared by Steph Curry ended with a gradient “G” without any mention of Fitbit. This precisely indicated that something bigger than just another model in the existing lineup was in the works.

Whoop is trembling: Google's display-less band already has a name Adam Kurfürst News Adam Kurfürst News

However, legitimate questions are arising in discussions regarding the commitments Google made during the acquisition of Fitbit in 2021. Part of the acquisition approval included, among other things, the obligation to keep Fitbit’s health data technically separate from Google’s advertising business for ten years. How exactly the rebranding to Google Health will align with this commitment is not yet clear.

What we know about the band itself

Google is still keeping detailed specifications under wraps, but we already know the basic outlines. The Fitbit Air will be a display-less band with a textile material and a metal clasp, a design strikingly similar to Whoop. All data will be displayed exclusively in the mobile application; the device itself on the wrist will serve purely for measurement.

Compared to its competitor Whoop, Google is expected to choose an opposite business model. While Whoop is not sold separately and the hardware itself is part of a monthly subscription, Fitbit Air will be available for purchase as a standard product with an optional subscription. Basic features should therefore be offered even without a paid overlay, but users will likely have to unlock more advanced metrics, such as sleep analysis, recovery, or training load, through Google Health.

Announcement is approaching

According to 9to5Google, the official unveiling can be expected within a few weeks. The specific price is not yet known, but that will likely be the deciding factor in whether Fitbit Air has a real chance to challenge Whoop’s position – Whoop has long benefited from a combination of a strong community, quality software, and sports ambassadors. Google also has all these ingredients, plus it possesses marketing power that smaller brands like Amazfit or Polar cannot offer.

Do you like the name Fitbit Air, or would you choose a different designation?

Source: 9to5Google