Fitbit in 2025: Is It Still Ticking, or Has Google Taken Over?
Fitbit in 2025: Is It Still Ticking, or Has Google Taken Over. Remember when Fitbit was the name in fitness tracking.
Background
Back then, it felt like everyone had one strapped to their wrist, diligently counting steps and logging sleep.
Fast forward to 2025, and you might be forgiven for wondering if Fitbit is still, well, Fitbit
After its acquisition by Google, the brand has been on quite a rollercoaster ride, and frankly, it hasn't always been a smooth one.
From our vantage point here in Southeast Asia, where affordable, reliable tech is paramount, these shifts warrant a closer look
Despite the seismic shift under Google's umbrella, Fitbit remains a household name.
These aren't devices built for Iron Man competitors; rather, they're fantastic companions for everyday activity tracking and keeping tabs on crucial health metrics β think EKGs and blood oxygen levels
But here's the rub: we're smack-dab in the middle of a major transition.
The Fitbit of old is slowly but surely morphing into whatever Google envisions for its future, and the path has been anything but linear
The Googlefication: A Bumpy Road for Users Let's not sugarcoat it: 2023 was a particularly messy year.
We saw multiple Fitbit server outages that left users frustrated and disconnected, often for extended periods
This wasn't just an inconvenience; for many, it meant losing access to their vital health data and the motivation that comes from consistent tracking.
Then came the controversial decision to sunset beloved legacy community features, including challenges and open groups β a real blow for many who valued the social aspect of their fitness journey
Imagine losing years of progress in friendly competitions or the camaraderie of a supportive health community overnight. This move really alienated a segment of its loyal user base.
And the biggest change of all. The mandatory switch to Google accounts for all Fitbit logins, a process that began in 2023 and became required for new devices like the Charge 6 and Pixel Watch 4.
Come early 2026, it won't be optional for anyone.
For consumers across Southeast Asia, where data privacy concerns are growing, this mandatory shift raises legitimate questions about data ownership and control
The Fitbit app itself wasn't spared, undergoing a Google-esque makeover that initially ruffled a lot of feathers
Its simplified interface and reorganized data presentation felt less intuitive for many seasoned users.
(Credit where it's due, Google has since made adjustments based on user feedback, showing some responsiveness, albeit after the initial uproar
) To add to the churn, much of Fitbitβs leadership, including co-founders James Park and Eric Friedman, departed last year, coinciding with layoffs across Google that affected roughly a thousand employees
It certainly felt like Google was signaling where its primary focus truly lies: on its own smartwatches, particularly the Pixel line, potentially at the expense of the traditional Fitbit brand
βFitbit's transition under Google has been 'messy,' marked by server outages, sunset community features, and mandatory Google account logins, causing user frustration
This has sparked questions about Googleβs long-term commitment to the standalone Fitbit brand
β For many in Southeast Asia, where the adoption of health and fitness wearables is on a significant upward trend, these changes spark questions.
Will the user experience remain intuitive and accessible for diverse populations
Is Google truly committed to the standalone Fitbit brand, or is it merely a stepping stone for its own hardware ambitions.
These are valid concerns, especially as health and fitness tech adoption continues to surge across the region, driven by increasing health consciousness, rising disposable incomes, and the widespread availability of affordable tech
Why You Might Still Stick Around Despite the ongoing Googlefication, there are compelling reasons to stick with Fitbit trackers for now.
For one, theyβre still relatively affordable, often going on sale β a big plus for budget-conscious consumers across ASEAN nations
Every device also includes a free trial to Fitbit Premium, the companyβs subscription service offering guided workouts, meditations, and deeper metric insights for $9. 99 a month or $79.
This offers significant value, providing personalized coaching and advanced analytics that can be particularly appealing to individuals looking to optimize their health without a hefty upfront investment
And with the October launch of the Google Pixel Watch 4, it's clear Google is getting serious about its entire wearables ecosystem
This indicates a long-term investment in the underlying technology and health platform, even if the branding itself is evolving. The Standouts: What's Worth Your Money in 2025.
So, if you're navigating this transitional landscape, what are your best bets for staying on top of your health. Let's break down the top picks: 1.
Best 'Fitbit' Smartwatch: Google Pixel Watch 4 It might not say 'Fitbit' on the tin, but make no mistake, the Pixel Watch 4 is Google's flagship wearable, carrying the Fitbit torch for those who want a full smartwatch experience
This fourth-generation device is a significant leap forward, showcasing how Google intends to integrate Fitbit's health expertise into its premium hardware
We're talking about a handsome domed display with thinner bezels, boosting screen real estate and making interactions more immersive.
Battery life got a serious upgrade too β we squeezed out 36 to 42 hours in our tests, a welcome improvement from the Pixel Watch 3's 32 hours
Plus, it charges faster, hitting 97 percent from 14 in just 44 minutes with Googleβs new proprietary charger (though, yes, it's a third proprietary charger in four years, which is a bit much for consumers who value consistency)
Hardware improvements pair beautifully with Wear OS 6, featuring a Material 3 Expressive redesign and seamless Gemini integration
The new raise-to-talk feature is incredibly natural for accessing the assistant, and AI goodies like Notification Cooldown and Smart Replies (if you've got a newer Pixel phone) put even more functionality on your wrist
While Gemini can be a little hit-or-miss with complex queries, the overall design truly complements the watch's form factor, blending elegance with robust technology
Activity tracking is smarter and more accurate, with automatic detection for walks, runs, and cycling.
Its dual-band GPS outshone the Pixel Watch 3, though it couldnβt quite match Appleβs pricier Watch Ultra 3 in extreme conditions
For adventurers in remote parts of our region, LTE models offer satellite SOS capabilities, providing an invaluable safety net.
All in all, the Pixel Watch 4's blend of features, design, and competitive price makes it arguably the best 'Fitbit' experience out there, and a strong contender among Android watches
If you're eyeing a smartwatch but want to save a few bucks, the $199. 95 Versa 4 is an option, but the Sense 2 feels largely redundant now given the Pixel Watch 4's advancements.
Best Budget Fitbit: Fitbit Inspire 3 For those who prefer simplicity and affordability, the $99. 95 Inspire 3 finally brings some much-needed 'inspiration' to the line.
With its vibrant color OLED display and matte black plastic case, itβs a lovely throwback to classic Fitbits for users who just want the essentials.
You won't find built-in GPS, contactless payments, or a digital assistant here, making it less of a distraction
But what it lacks in smarts, it makes up for in core health tracking, delivering exactly what many budget-conscious consumers in developing markets truly need
It excels at Fitbitβs advanced sleep tracking, offering detailed insights into sleep stages and quality, which can be crucial for overall well-being
It also provides stress management features, guiding users through mindful breathing exercises, and can even notify you of irregular heart rates β a vital early warning system
The OLED screen is a huge step up from the Inspire 2βs monochrome display, making data easier to read and graphs more engaging, and you still get up to 10 days of battery life (though that drops to two to three with the always-on display)
Plus, itβs got a range of accessories, including a discreet clip attachment and stylish mesh straps, making it versatile for any occasion, from a morning jog to a formal dinner
Best Fitbit Fitness Tracker: Fitbit Charge 6 The Charge series has always been a fan favorite, striking a balance between a basic tracker and a full smartwatch, and the $159
95 Charge 6 continues that legacy. It's Fitbitβs higher-end fitness band, easily rivaling the more expensive Versa 4 in features.
It boasts a crisp color OLED screen, EKG, and EDA (electrodermal activity) sensors for stress management, along with built-in GPS for outdoor activities, NFC payments for convenience, and SpO2 for blood oxygen monitoring
The only major thing you're missing compared to a full smartwatch is a digital assistant, which many won't miss
The only real gripe. The beautiful always-on display is a battery hog, dropping the estimated seven-day battery life to around two.
But thatβs a common trade-off with modern trackers that prioritize display quality. For the price, you're getting a lot.
Itβs the only FDA-cleared EKG wearable under $200, making it a stellar deal if you don't need the smartwatch form factor but still want advanced heart health monitoring
The Charge 6 also brings an improved heart rate algorithm, Bluetooth compatibility with some gym equipment, and new Google apps like Maps, Wallet, and YouTube Music
While YouTube Music is great, it does require an $11 monthly subscription, which isnβt ideal, but itβs better than Fitbit's old approach of discontinuing onboard music altogether
The haptic button, though not physical, is a more reliable upgrade from the inductive groove of its predecessor, offering satisfying tactile feedback
Best Fitbit for Kids: Fitbit Ace LTE Breaking from tradition, the $179. 99 Fitbit Ace LTE isn't really a fitness tracker in the conventional sense, though it does track active minutes.
Instead, itβs a brilliant, walled-garden smartwatch packed with kid-friendly games, activities, and thoughtful family communication features.
Different watch straps even unlock new games and virtual items, incentivizing activity in a fun, engaging way that resonates with younger users.
As of November 2024, this includes other family members with Ace LTE watches and a family group chat.
My kids (10 and 8) enjoy it β the 8-year-old loves spamming the group chat with emojis, which is just part of the fun of staying connected safely
Google targets ages 7-11, and that feels right for the complexity and features.
Itβs built more like an adult smartwatch than other plasticky kid watches, even sharing a charger with the Pixel Watch 3, and generally lasts a day on a charge
It's a clever way to encourage activity and keep kids connected safely, offering peace of mind for parents in bustling urban centers across Southeast Asia. What's New, What's Next.
The Google-led Fitbit isnβt standing still. The redesigned Fitbit app, now featuring a Gemini-powered health coach, is rolling out to Android Premium users, with iOS to follow.
This AI coach helps create personalized weekly workout plans based on your goals and data, and responds to natural language changes in your schedule β a promising integration that doesn't feel forced
This intelligent coaching could be a game-changer for many, providing the personalized guidance that often comes with expensive personal trainers, but at a fraction of the cost via the Premium subscription
Interestingly, Fitbitβs head of product, Andy Abramson, recently teased new hardware for the coming year.
While details are scarce, whispers suggest we might see a fitness-centric smart ring, potentially alongside (or instead of) a new fitness band
Google, it seems, isn't done innovating in the wearable space and is looking beyond the traditional wrist-worn form factor to capture new segments of the health tech market
However, it's not all rosy
Early 2025 saw a mandatory software update for Versa 3 and Sense users aimed at reducing battery overheating risk. The unfortunate side effect.
Battery life plummeted for some, from six days to as little as one.
It's a stark reminder that even with Google's backing, the journey has its share of bumps, and software updates can sometimes introduce unforeseen issues, leading to user dissatisfaction
This is particularly sensitive in markets where consumers expect robust performance and longevity from their devices. The Bottom Line: To Buy, or Not to Buy.
Fitbit officially became part of Google in 2021, and while things didn't change overnight, the 'Fitbit by Google' era is very much here.
The mass layoffs in early 2024, impacting Pixel, Fitbit, and Nest teams, also sent ripples of concern through the tech community, hinting at a period of consolidation and strategic shifts
Yet, the continued investment in a significantly redesigned app, the Gemini-powered health coach, and the compelling hardware improvements in the Pixel Watch 4 do signal that Google is committed to developing powerful wearable technology
Google's strategy for Fitbit and its own Pixel Watch line will directly influence market dynamics in a region eager for both entry-level and advanced health monitoring solutions
The 'Googlefication' could streamline services and improve integration for Android users, but also risks alienating some traditional users if local support and user experience aren't prioritized
For those in Southeast Asia eyeing health tech, Fitbit trackers still offer strong value, particularly at their competitive price points.
You just have to go in with your eyes wide open, understanding that this isn't your grandma's Fitbit anymore β it's a new, Google-influenced chapter, and we're all along for the ride
The future of Fitbit, now intertwined with Google's broader ambitions, promises both innovation and potential disruption, making it an interesting space to watch for consumers and industry observers alike
Updated: October 30, 2025
