Fitbit By Google Is Dead, Now Called Google Fitbit

Google has decided to fully integrate the Fitbit branding three years after finalizing the acquisition of the popular wearables brand.

The previous “Fitbit by Google” branding, introduced in 2022, is being phased out in favour of the new “Google Fitbit” name across all Fitbit-related materials, including the website, videos, and product packaging.

According to a report from 9to5Google, the transition from “Fitbit by Google” to “Google Fitbit” is already underway on Google’s website. The dotted Fitbit logo, previously used alongside the branding, has been removed from most areas, although it still remains as the site’s favicon. It’s anticipated that the logo may eventually be eliminated from Fitbit’s branding materials.

In addition to the rebranding efforts, Google has expanded its official store by adding several Fitbit smartwatch and fitness tracker accessories. This move marks a departure from the previous practice of exclusively selling Fitbit devices through its platform.

The decision to rebrand from “Fitbit by Google” to “Google Fitbit” signifies Google’s shift towards a more unified product strategy. This consolidation aligns with internal developments within the company, as evidenced by the recent merging of the Pixel, Nest, and Fitbit teams under a single hardware division. Notably, this restructuring occurred simultaneously with the departure of Fitbit co-founders James Park and Eric Friedman from the company.

Despite the changes made, Google maintained its support for the Fitbit brand and its users. Courtenay Mencini, a Google spokesperson, emphasised the company’s commitment to serving Fitbit users, driving innovation in the health sector through personal AI, and continuing to develop products such as the Pixel Watch, redesigned Fitbit app, Fitbit Premium service, and Fitbit tracker line.

The recent rebranding is not expected to negatively impact Google’s management of Fitbit. On the contrary, it is hoped that the transition will facilitate deeper integration of Fitbit features with Google’s ecosystem, particularly with the Pixel Watch. Additionally, there is speculation about potential hardware synergies between Google’s two wearable product lines in the future.