Google Develops Screenless Fitbit Band to Rival Whoop

Google is developing a screenless fitness tracker under the Fitbit brand to compete with wearables from Whoop Inc. and Oura Health Oy. The device, which some reports suggest may be named Fitbit Air, features a slim cloth design in gray with orange lining. NBA player Stephen Curry teased the hardware on social media and has worn prototypes in public since early January.

Unlike Whoop's subscription-only model, Google plans a hybrid approach by charging for the hardware—potentially around $99—while requiring a subscription to unlock advanced metrics. Basic functionality will likely remain free. The wearable prioritizes continuous tracking over on-device interaction and integrates with a redesigned Fitbit app featuring an AI-powered personal health coach to provide insights on sleep, recovery, nutrition, and mental health.

While some rumors point to a potential release date of May 16 with various color options including Obsidian, Fog, Lavender, and Berry, other reports indicate a broader launch window later in 2026. Google has not officially confirmed the final specifications or branding. This expansion of the wearables portfolio follows a period of significant growth for competitors, with Whoop recently reaching a valuation of $10.1 billion.