Google Launches Fitbit Air to Challenge Whoop With $99 Screenless Fitness Tracker
The Fitbit Air debuted on Thursday, May 7, as a screenless fitness band priced at $99.99. As a result, the device enters the growing recovery-focused wearable market as a direct competitor to Whoop. Instead of adding another display, the tracker removes the screen entirely and focuses on passive health monitoring.
Despite its minimalist design, the wearable includes several advanced sensors. It features optical heart rate tracking, SpO2 blood-oxygen monitoring, skin temperature sensing, and an accelerometer. In addition, the band weighs just 12 grams with the strap and only 5 grams without it. The device also offers 50-meter water resistance, making it suitable for swimming and daily wear.
Battery life lasts up to seven days, while a five-minute fast charge delivers enough power for another full day. Furthermore, the tracker stores seven days of minute-by-minute movement data and one day of workout information before syncing through Bluetooth. However, the device does not include built-in GPS, which reinforces its role as a health tracker instead of a sports watch. Users can choose from colors such as Obsidian, Lavender, and Berry. Meanwhile, available band styles include the Performance Loop, Active Band, Elevated SoftFlex woven strap, and Metal Mesh.
Subscription-Free Basics With Optional AI Features
Unlike Whoop, the Fitbit Air works without a mandatory subscription. Therefore, users can access core health and fitness tracking features immediately after purchase. Buyers also receive three months of Google Health Premium at no extra cost.
After the trial period ends, users still retain access to basic heart rate, sleep, activity, and recovery data. However, the optional Google Health subscription unlocks additional AI-powered features. The Gemini-powered Google Health Coach analyzes sleep patterns, heart rate trends, activity logs, and meal photos to create personalized recommendations. The subscription costs $9.99 per month or $79.99 annually.
Lower Long-Term Cost May Attract Users
The pricing structure sharply differs from Whoop’s subscription-based model. While Whoop includes hardware with membership, users pay $30 per month on an annual plan to access their data. By comparison, the Fitbit Air costs about $340 over two years with the optional subscription. Meanwhile, users who skip the premium plan only pay the $99.99 upfront cost.
NBA star Stephen Curry became the device’s first high-profile ambassador. He appeared in a sponsored Instagram video on March 31 wearing the woven wristband weeks before the official announcement. Although it remains unclear whether the Fitbit Air can pull loyal Whoop users away, the lower price and flexible model could appeal to cost-conscious buyers.
