Google is reportedly moving into the market for display-free wearables with the development of a fitness band called the Fitbit Air. This device aims to compete with existing products such as the Oura Ring 4 launched by Apple, a compact smart ring that users can wear throughout the day, including while sleeping. The growing trend of screen-less wearables indicates a shift in consumer preferences towards more comfortable and less obtrusive health-tracking solutions.

The Fitbit Air has been spotted on the wrist of American basketball star Stephen Curry, indicating the brand’s potential appeal to athletes and fitness enthusiasts alike. Designed for constant wear, this device is expected to focus on delivering essential health and activity metrics without the distractions often associated with smart screens.

This development comes amidst an increasing consumer demand for non-intrusive health monitoring options, reflecting a wider trend within the wellness technology sector. As users seek simplicity and convenience, brands are responding with innovative products that offer essential functionality without complex interfaces.

Google’s Strategy with Fitbit Brand

Google’s ownership of Fitbit, which began in 2021, plays a significant role in its health tech developments. The tech giant intends to maintain the Fitbit branding for hardware while integrating its software and services under the broader Google label. This strategic move aims to unify Google’s health offerings and enhance brand recognition across its various platforms.

As part of this transition, the Fitbit Premium subscription service will reportedly be rebranded as “Google Health.” Additionally, features such as AI-driven coaching tools will become known as “Google Health Coach.” These changes are expected to streamline the user experience and connect Fitbit products more closely with Google’s existing health services.

An official announcement regarding the Fitbit Air, and more details about the rebranding, could be forthcoming in the next few weeks. This new approach aims to strengthen Google’s position within the competitive landscape of health and fitness technology.

Competition from WHOOP in the Wellness Market

Google faces significant competition in the wellness tracking device sector, particularly from WHOOP, which has recently introduced its new lineup of wearables, including the WHOOP 5.0 and WHOOP MG. Launched in May 2025, these devices represent a shift from standard fitness tracking to a comprehensive health platform that focuses on longevity and clinical-grade insights.

The WHOOP 5.0, designed primarily for performance tracking, introduces innovative metrics such as “Whoop Age” and “Healthspan.” These features help users monitor their biological aging and overall health trends, aligning their fitness routines with long-term wellness goals. The WHOOP MG, on the other hand, is positioned as a medical-grade device, offering advanced functionalities like on-demand ECG readings and blood pressure trend monitoring.

This focus on clinical health metrics differentiates WHOOP from traditional fitness trackers, suggesting a growing intersection between fitness technology and healthcare. As companies like Google and WHOOP continue to innovate, the future of personal health monitoring appears set to become more integrated and sophisticated, catering to an increasingly informed audience seeking comprehensive health management solutions.

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