Fitbit have just announced that they are acquiring TWINE Health with the deal likely closing in Q1.
It confirms one of the ways forwards for Fitbit will be targeting corporate users. So this in itself is NOT a move towards more medical-grade devices from Fitbit.
But it makes sense if they can leverage Twine’s existing customer base and algorithms. If you become General Motors regional provider of these kinds of solutions then that’s a whole lot of Fitbit Ionics you get to sell direct, by passing the margins of the middlemen. All those corporate users using Fitbit Ionics then get to show and recommend them to their friends.
Of course there are potential employee healthcare benefits for the companies who sign up to make it worthwhile too.
Win-Win #VaguelyInteresting
Source: fitbit.com
Last Updated on 17 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
Well, why try appealing to a diverse and varied audience when you can corner an entire group regardless to taste,opinion or option?