Google launches screenless fitness band Fitbit Air, priced at $99.99

Google unveiled the Fitbit Air on Thursday, a screenless health tracking wristband priced at $99.99, and pre-orders are now open. According to Google, the Fitbit Air will hit American shelves on May 26th, positioned as a lighter, simpler health device designed for all-day wear.

This marks Google's official entry into the screenless health tracking market popularized by Whoop. The key difference between the two lies in their business models: Fitbit Air requires customers to purchase the hardware upfront, with a Google Health subscription of $10 per month that is optional; Whoop does not charge for the hardware but has a starting annual subscription fee of $200.

The features are centered around long-term wear. Fitbit Air supports all-day heart rate monitoring, atrial fibrillation alerts, blood oxygen levels, resting heart rate, heart rate variability, sleep stages, and sleep duration, attempting to cover core health tracking needs with a lower hardware price point.

To strengthen the all-day wear scenario, Google has focused on size and weight. The Fitbit Air weighs 12 grams with the band and 5.2 grams without it, 25% smaller than the Fitbit Luxe and 50% smaller than the Inspire 3. It is also compatible with the Pixel Watch, allowing users to wear a smartwatch during the day and switch to a lighter band at night or during exercise.

Google has also synchronized the launch with the renamed Google Health app, and it is offering Google Health Coach, powered by Gemini, to Google Health Premium users, trying to transform Fitbit Air from a single piece of hardware into an entry point for health data and personalized advice.