Tracking fitness the FITBIT Way – What got GOOGLE going

Headquartered in San Francisco, the company was founded by Eric and James in the year 2007. The idea was to create a wearable product that used sensors and wireless technology for helping one achieve their health and fitness goals. Within a span of few years, the product now dominates the AI wearable market. According to DMR Business Statistics 2019, Fitbit products are available at 39,000 stores in 86 countries.

The core offerings include Smart Watches and Fitness Trackers, and the differential range caters to a wide audience with varied needs. The algorithms of Fitbit have been the benchmark and the brand boasts of many advanced features – first in the category, first to introduce automatic sync, first to provide an open API, industry-leading battery life, thinnest + lightest GPS, and heart rate device. With a whopping $2.1 billion acquisition in Jan 2021, the brand is now officially a part of Google.

KEY MARKETING INITIATIVES:

• Audience Engagement – Offers a 90 day free trial to premium content to its subscribers, thus resulting in more premium subscribers
• Integration – The app provides features where one can share health reports like ECG, directly with the healthcare provider
• Content Marketing – Regular content features through Blogs and Success Stories
• Campaigns – Leader-board challenges, Fit Bit Adventure- Where people are asked to explore unique locations and share pictures etc. while completing their daily goals
• Influencer Marketing – Celebrity Endorsers like Dean Karnazes (internationally recognized endurance athlete), Harley Pasternak (Celebrity trainer, best-selling author of Body Reset Diet) have been the key influencers. The brand also has on board a lot of Subject Matter Experts from various fields like Sleep, Exercise, Weight & Nutrition, Health & Habits and Dermatology as ambassadors.
• Focus on Sustainability –  The brand lays great emphasis on sustainability to connect with the premium segment by focussing on 3 key areas – rethinking consumption, value chain responsibility, and a lower-impact production process
• Traditional Media – Use of print ads and TV Commercials centred around health as theme