Fitbit have just announced that they have 25 million active users.
That’s quite a lot. Although I’m not quite sure what an inactive user would be…think about it.
Fitbit make several claims including:
- Fitbit Charge 2 is the top-selling fitness tracker in the U.S.
- More than 20 million people using Feed within the Fitbit app
- The Fitbit app remains the #1 health and fitness app on both iOS and Android in the U.S (actually I’m quite pleased with myself for pointing out pretty much the same thing yesterday)
Source: Fitbit.com
The same Fitbit press release had a few other bland one liners like “we strategically entered the smartwatch category with Fitbit Ionic at a time when consumers are moving to smarter, fuller featured devices“, but then did not say how that strategy was panning out.
ESSENTIAL READING: Fitbit Ionic Review
Last Updated on 16 January 2026 by the5krunner
My favourite kit and nutrition
- Maurten — the race nutrition trusted by elite athletes. Gels and drink mix engineered to be easy on the stomach.
- Garmin 90-degree charging adapter — the small adapter that keeps your charging cable tidy at the stem. Essential for race day.
- Garmin charging puck — the fastest and most reliable way to top up your Garmin before a session.
- Ravemen FR300 — front light that mounts directly under your Garmin or Wahoo head unit. Keeps your bars clean and your beam pointed where it matters.
- Garmin Varia RTL515 — radar rear light that alerts you to vehicles approaching from behind. Pairs with your Edge or Garmin watch.
- Stryd — the footpod that brings running power to your Garmin. The single most useful running upgrade I have made.
- Favero Assioma Pro RS2 — the power meter pedals most serious cyclists end up choosing. Accurate, easy to move between bikes.
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tfk is the founder and author of the5krunner, an independent endurance sports technology publication. With 20 years of hands-on testing of GPS watches and wearables, and competing in triathlons at an international age-group level, tfk provides in-depth expert analysis of fitness technology for serious athletes and endurance sport competitors. ID
Every time I look at “The Feed”…it’s either a bunch of Facebook repost crap, or dude/chicks flexing their booty.
is that a bad thing 😉
‘active users’ means constantly using their trackers and sync to the app the data or? Then 25Mill is a lot!
i was thinking what an INactive user was? not a user surely?
So surely an ‘active user’ is a ‘user’?
I’m only a pedant 76.5% of the time 😉
But, yes, 25m is a lot whichever way you count it
I would love to see that active user breakdown. White Collar professionals are the biggest users (from what I see in my line of work). Marketers, middle management, financial workers, usually those with family and kids; they all have one, and why not? Fitbit is known for being the most passive of the devices to use. Not a lot is needed to set one up or to maintain. Put it on, and really you could just forget about it. It’s the one thing Fitbit is king of.
Still, I have to wonder–are they using it because out of choice, or just because they own an android phone. How many own and use a Fitbit AND own an iPhone? That there is a interesting part of the demo I would like to know more about; and I bet Apple would too.
Fitbit have a lot of corporate customers
that’s a good way in to the market. First up you sell to the right people …in bulk.
those same people then get a good fitbit experience with the app/online infrastructure (as you say it just works without having to do much)
they then end up buying fitbits for aprents kids and relations/friends. I’m guilty of the fitbit presents myself, i just dont want to end up being tech support for people!