Fitbit – Explores Selling Out to Google

FTC: Affiliate Disclosure: All links pay commissionReading Time: < 1 minute

Fitbit IconA report with Reuters suggests that Fitbit is up for sale. The company has hired an investment bank to explore options. One option is to sell out to Alphabet (Google).

Fitbit has recently been making some good corporate partnerships to ship its devices and services but I suspect is finding selling its watches to the general public increasingly more difficult.

The FITBIT platform has always been pretty good. It’s just that the latest devices are not that much better than much cheaper ‘Chinese’ devices at the lower end of the market. With the falling retail price of old-model Apple Watches in the mid-market and the premium/’luxury’ watches, like Garmin, at the upper price brackets, Fitbit has nowhere to go.

Well, it has somewhere to go … it’s just moving there at a snail’s pace. That’s simply not good enough, as I have alluded to before here on several occasions.

I suspect that they know the game is up, although it’s been fairly obvious since the launch of the Fitbit Ionic. Somebody could buy their platform, somebody could buy some of their patents and employees.

Fitbit shares rose on the news.



Reader-Powered Content

This content is not sponsored. It's mostly me behind the labour of love which is this site, meaning it's entirely reader-powered content ❤️ I'd really appreciate it if you'd follow, subscribe or Buy Me A Coffee ❤️ Alternatively please buy the reviewed product from my partners (which costs you no extra) and, for that, I receive a small commission. Thank you!
FTC: Affiliate Disclosure: All links pay commission
Notify of
Inline Feedbacks
View all comments
Christine Drummond

What happens to people who already have fitbits, will we still get our step count etc.


I understand their predicament but I hope they don’t sell out. Fitbits platform and ease of use makes it fun to teamup withfriends. Selling out will mean we have to buy new watches because ours won’t work on their new platform. I think I’m going to cry.


…not if Google buys it:


Mikhayla Iozzo-Lohrum

I love Fitbit I really would like it to stay.😥


I think it’s a matter of production scale. Polar, Suunto, may suffer too… As the big ones get closer in sports functions, it will be tougher to maintain themselves in the game. It seems it will be a matter of time to watch acquisitions in this area and maybe the giants would offer sports versions and watches alongside with the “normal versions”…