(Credit: Google)
Google may be preparing to launch a new line of fitness trackers to complement its Fitbit and Pixel smartwatches. In a new sponsored Instagram video, four-time NBA champion and Google performance advisor Steph Curry is seen wearing a Whoop-like screenless wristband.
“I am excited for what this is going to mean for the world, for health and wellness. It’s a first of its kind in a way,” Curry says in the video, where he is seen wearing a gray-and-orange tracker on his left wrist. Like Whoop, the band appears to be made from woven fabric.
For now, Google is staying tight-lipped about the project. “Our performance advisor has been working with the team to cook up something special. More to share soon,” the company said in a statement.
Bloomberg says the wearable is being developed under the Fitbit brand and will come with the AI-powered Fitbit personal health coach. The latter launched in public preview in October, received iOS support in February, and added three new features, including cycle insights and mental well-being, on Tuesday.
In terms of payment structure, Google will use a slightly different model than Whoop, a source tells Bloomberg. While Whoop’s hardware is free and features are locked under subscription tiers, Google will charge an up-front fee for the hardware and require a paid subscription for some premium features.
The fitness tracker segment is expected to grow 16% this year, according to Counterpoint Research.