Fitbit announced on Wednesday (March 6) the launch of four new products – Fitbit Versa Lite Edition, Fitbit Inspire HR, Fitbit Inspire and Fitbit Ace 2 – all aimed at making health and fitness accessible to more consumers around the world.
In a press release, Fitbit said the four new wearables will provide consumers with more options for their own health journeys at an affordable price. The company also announced it will launch a major redesign of the Fitbit app, allowing users to add more personalization to their dashboards, better understand their data, discover more content and connect with others in the Fitbit social community.
Also on March 6, it was reported that Fitbit has been testing a rewards program, with the limited pilot closing at the end of April. Customers accumulate points that go toward discounts at partners Adidas, Blue Apron and music service Deezer.
“Since founding Fitbit almost 12 years ago, we’ve focused on making health fun and achievable for everyone – regardless of fitness level or goals,” said James Park, co-founder and CEO of Fitbit. “Today, we have a growing, supportive community of more than 27 million active users around the world who are getting more active, sleeping better, reducing stress, managing weight and getting healthier from being ‘on Fitbit,’ which is a testament to the power of our platform and our consistent innovation across our devices, software features and mobile app experience.”
Citing market research firm IDC, Fitbit said the wearables category is evolving and growing, with global shipments projected to hit 189 million units by 2022, up from 125 million units in 2018. Smartwatches are leading the growth, but Fitbit said fitness trackers are expected to remain an important part of the market. The company added that this growth in the marketplace presents a big opportunity to add new customers.
“With our newest products, we’re delivering high-quality, easy-to-use wearables that are more affordable, so getting healthy can be accessible to people of all ages and activity levels – even those who have never tried a wearable,” Park said in the release. “Bringing more users to the wearables category and growing our community of active users is a critical part of our strategy. We will continue to build on the Fitbit platform to provide a more personalized and valuable experience for our users through a paid premium service expected to launch later this year.”