Google launches $100 Fitbit Air without a screen to rival Whoop

Google announced the launch of the Fitbit Air, a $100 screenless fitness band designed to compete with Whoop and other health trackers. The device features a fabric band with a sensor pack, offering tracking for steps, distance, sleep, heart rate, blood oxygen saturation, and atrial fibrillation detection. Unlike Whoop, which relies on an annual subscription starting at $200, the Fitbit Air includes an upfront hardware cost with an optional $10 monthly Google Health subscription for advanced features like a health coach launching May 19. Preorders begin May 26. The Fitbit Air lacks a screen and physical buttons, using haptic feedback for alarms and a small light for battery updates. It supports voice input for logging activities and meals but cannot audibly respond like a smartwatch. The device comes in four colors—obsidian, fog, lavender, and berry—with additional bands available for $35. Battery life lasts about a week between charges. Google’s Rishi Chandra, head of wearables and health, called the Fitbit Air the start of a resurgence for the brand, positioning it as the primary wearable for a broader audience while keeping the Pixel Watch for Android ecosystem fans. The new Google Health app, launching alongside the device, offers data on steps, calories, sleep, and vital signs, with manual logging for meals and cycles. The subscription-based health coach aims to provide personalized insights, similar to professional athlete support. Market data from IDC shows Fitbit holds about 6% of the global wristband market in 2025, trailing Chinese brands like Xiaomi (50%) and Huawei (25%). The Fitbit Air competes with pricier options like the Oura Ring ($349) and Apple Watch SE 3 ($249), emphasizing simplicity and affordability. Google’s push into health tech aligns with broader industry trends from companies like Apple and Samsung.