The world’s first wearable. The device that revolutionized personal fitness and launched a category. The thing your mom wears to count steps around the neighborhood?

Hmm yes. Fitbit had a perception problem. They’d gone from seminal tech to middling gadget favored by aunties worldwide, failing to keep pace with the competition and resonate with a new generation—a generation who understands that health is about more than 10K steps three days a week. It’s about prioritizing mind and body wellness every single day. So we set out to reposition Fitbit as a tool of empowerment, tailor-made to help you shift your patterns and shape your life.