Google acquired Fitbit in 2021 for $2.1 billion

Yes, Google owns Fitbit. The company completed the purchase in November 2021 after announcing the deal in January of that year. Google paid $2.1 billion for Fitbit, which at the time made wearable fitness trackers and smartwatches that competed directly with devices like the Apple Watch.

Before the acquisition, Fitbit was an independent company founded in 2007. It had built a large user base through its trackers and the Fitbit app, which synced data from the devices and let users track their health metrics over time. The purchase gave Google a major foothold in the wearable fitness market, something it had been trying to build for years.

Key Takeaways

  • Google bought Fitbit in 2021 and now owns the brand, the devices, and the Fitbit app that millions of people use to track their health.
  • Fitbit devices still work the same way they did before the acquisition — they sync to the Fitbit app and track steps, heart rate, sleep, and other metrics.
  • Google has integrated Fitbit data into Google Fit, its own health platform, so your Fitbit information can now flow into Google's ecosystem.
  • Fitbit still operates as its own brand with its own product line, but Google controls the company's direction and development.

What Google did with Fitbit after buying it

Google did not shut down Fitbit or fold it into a different product. Instead, Fitbit continues to make and sell its own devices under the Fitbit name. New Fitbit trackers and smartwatches still launch regularly, and the Fitbit app still works as it did before — you can sync your device, view your health data, and set goals within the app.

The main change is that Google connected Fitbit to its own health platform, Google Fit. If you have a Google account, you can now see your Fitbit data inside Google Fit as well as the Fitbit app. This means your step count, heart rate, and workout information can flow into Google's broader health ecosystem, which also includes data from other wearables and health apps.

Google has also used the acquisition to develop new Fitbit devices that run Wear OS, Google's operating system for smartwatches. The Fitbit Sense 2 and Fitbit Versa 4, released after the acquisition, both run Wear OS instead of Fitbit's older software. This ties Fitbit devices more closely to Google's technology stack.

How the acquisition affects Fitbit users

If you already own a Fitbit device, the acquisition does not force you to change anything. Your tracker or smartwatch still works the same way. You can continue using the Fitbit app to view your data, and you do not have to link it to Google Fit unless you want to.

However, Google's ownership does mean that Fitbit's future direction is now set by Google, not by Fitbit as an independent company. New features, new devices, and long-term support decisions all come from Google. For some users, this is a positive — Google has resources to develop new health features and integrate Fitbit more deeply into Android phones. For others, it raises questions about data privacy and whether Google will eventually phase out the Fitbit brand in favor of its own products.

One practical change: if you use a Fitbit device with an iPhone, you can still sync it to the Fitbit app, but you cannot use Google Fit on iPhone. Google Fit is Android-only, so iPhone users do not see the integration that Android users do.

Why Google wanted to buy Fitbit

Google has long wanted to compete in the smartwatch and fitness tracker market. Before buying Fitbit, Google made Wear OS (the software for smartwatches) but did not make many of its own devices. It also had Google Fit, a health app, but it lacked the hardware and user base that Fitbit had built over more than a decade.

Fitbit brought Google three things: a proven line of fitness devices that people actually buy, millions of active users with health data, and informed in wearable hardware design. The acquisition let Google skip years of development and jump into the market as a major player. It also gave Google access to a huge amount of health data from Fitbit users — something that regulators in Europe and the United States scrutinized before approving the deal.

Privacy concerns around Google's ownership

When Google announced the acquisition, privacy advocates raised concerns about what Google would do with Fitbit's health data. Health information is sensitive, and Google's business model relies on collecting and using data to target advertising. Regulators in the European Union and the United States investigated whether the deal would harm competition or privacy.

Google made commitments to address these concerns. The company said it would not use Fitbit health data for advertising purposes and would keep Fitbit data separate from Google's advertising profiles. However, Google can still use the data for other purposes — like improving its health features, training artificial intelligence models, or sharing it with healthcare partners.

If privacy is a concern for you, you should know that your Fitbit data is now held by Google, not by an independent company. You can review Google's privacy policy to understand how your health information is handled.

What this means for Fitbit's future

Fitbit will likely remain a separate brand for the foreseeable future. Google has not announced any plans to discontinue Fitbit devices or merge them into a Google-branded product. However, the long-term direction is unclear. Google could eventually phase out Fitbit in favor of its own smartwatch line, or it could keep both brands running in parallel.

In the near term, Fitbit continues to release new devices and update its app. The company is also integrating more deeply with Google's services — for example, newer Fitbit devices can show Google Assistant on their screens and connect to Google Home devices. This suggests Google plans to keep Fitbit as a product line while making it work better with Google's ecosystem.

Frequently Asked Questions

Can I still use Fitbit if I have an iPhone?

Yes. The Fitbit app works on iPhone, and you can sync your Fitbit device to it just as you did before Google bought the company. You will not be able to use Google Fit on iPhone because it is Android-only, but the Fitbit app itself functions the same way on both phones.

Will Google stop making Fitbit devices?

Google has not announced plans to discontinue Fitbit. The company continues to release new Fitbit trackers and smartwatches. However, Google controls Fitbit's future, so the brand could eventually be phased out or merged with Google's own products.

Does Google use my Fitbit health data for ads?

Google has stated it will not use Fitbit health data to target advertisements. However, Google can use the data for other purposes, such as improving health features or training AI models. You should review Google's privacy policy to understand exactly how your data is handled.

Do I have to use Google Fit if I own a Fitbit?

No. You can continue using only the Fitbit app if you prefer. Linking your Fitbit to Google Fit is optional. If you do not want your health data in Google's ecosystem, you can keep it in the Fitbit app alone.