Digital fitness and health company Fitbit has announced a new activity tracker to its lineup, a wristband that will sync via Bluetooth 4.0 to iOS devices and select Android devices, as well as PCs and Macs, called Fitbit Flex.

Fitbit Flex is available for pre-order today on Fitbit.com for $99.95 and is scheduled to begin shipping sometime in the first half of the year.

Similar to the Fitbit One and the now retired Fitbit Ultra, the new Fitbit Flex tracks how many steps you take in a day, total distance travelled, and calories burned, as well as how much sleep you get at night.

The Fitbit line of devices work in conjunction with a well-established Web portal and mobile app that let you add more personal health metrics, such as weight and blood pressure, and count calories to help keep your diet and weight in check. It also has a system that lets you record exercise that the Fitbit gadgets cannot record accurately, such as swimming and cycling, to account for additional calories burned.

The Flex is the first wrist-worn device from the company, which has previously focused on designing products with a clip-on form factor, such as Fitbit One and the lower cost Fitbit Zip. The new release seems to be positioning the company to complete more directly with the likes of Nike+ FuelBand, Jawbone UPSEE IT, and other trackers that have a more sporty look.

Fitbit Flex is designed to wear all day, with the aim of motivating users to achieve their daily fitness goals through data-tracking. The wristband's indicator lights illuminate when the user hits 20 percent increments toward reaching a predefined goal, such as walking 10,000 steps.

For more suggestions for fitness trackers, see "Fitness Gadgets to Boost Your Health."

For more from Jill Duffy, follow her on Twitter @jilleduffy.