Google is developing a screenless Fitbit fitness band to go head-to-head with WHOOP. NBA star Steph Curry has already been spotted wearing it as part of a collaboration with the company.
| By The Numbers: Alphabet/Google | |
|---|---|
| Ticker | GOOGL |
| Stock Price | $295.77 (-0.54%) |
| CEO | Sundar Pichai |
| Headquarters | Mountain View, CA |
| Founded | 1998 |
What Is This Thing, Exactly?
Imagine a fitness tracker that intentionally skips the screen. Unlike a Fitbit Charge or a Garmin watch that display stats on your wrist, this new device collects data quietly and syncs everything to your phone. WHOOP, a subscription-based fitness wearable popular among athletes, has successfully used this strategy to build a devoted following.
The band will include basic tracking features right from the start. However, if you want more detailed health insights, like recovery scores or in-depth sleep analysis, you’ll need a subscription. WHOOP has mastered this model: the hardware acts as an entry point, while the real benefits come from the app behind a paywall.
Steph Curry Is Already Wearing It
Earlier this year, Google announced a partnership with Golden State Warriors guard Stephen Curry, and recent photos show Curry sporting the device. Launching a fitness product with a well-known athlete isn’t a coincidence. WHOOP gained a lot of its credibility through collaborations with professional sports leagues and athletes, and Google seems to be following that strategy.
Curry is one of the most recognizable athletes globally. Fitness tech used by elite performers carries a certain credibility with health-conscious consumers. If a four-time NBA champion trusts it for recovery tracking, many might think they should give it a try too.
Why Go Screenless?
Removing the screen isn’t just a design choice; it shifts the device’s focus. A screen requires a battery, and a larger battery leads to a bigger, heavier device. Without a display, the band can be smaller, lighter, and last longer on a single charge. WHOOP’s bands generally last four to five days and can recharge while still on your wrist with a clip-on battery pack.
Screenless bands also feel more comfortable while sleeping. That’s crucial since sleep tracking is one of the most valuable features in this category. A watch with a bright display and bulky case isn’t something most people want pressing against their wrist all night.
Google’s Wearable Track Record
Google bought Fitbit in 2021 for $2.1 billion, and the integration has been slow. Fitbit devices now connect better with Google accounts and Google Health. However, the product line hasn’t made bold hardware moves that would show Google’s commitment to dominating the wearables market. This screenless band looks like it might be that game-changing product.
The timing is interesting. Apple leads the smartwatch market with the Apple Watch, while Samsung competes with its Galaxy Watch line. However, WHOOP has shown there’s a distinct, subscription-driven market for users who prefer data over display. With Fitbit’s health-tracking legacy and its AI capabilities through Google Health, Google is well-positioned to target that segment.
The Subscription Question
What will matter most to potential buyers is the subscription requirement for advanced features. WHOOP charges about $30 per month (or less with annual plans) and includes the hardware cost in that subscription. It’s still unclear whether Google will bundle the hardware or offer it separately like WHOOP does.
If Google prices this competitively and utilizes its existing Google One or Fitbit Premium subscription frameworks, it could significantly undercut WHOOP. But if the subscription adds another monthly charge on top of the hardware purchase, it could face pushback from consumers.
What This Means
This device targets a specific user: someone who genuinely cares about sleep, recovery, and fitness data but doesn’t want a smartwatch with notifications. If you already own a Fitbit or have been curious about WHOOP but hesitated due to the price, Google’s entry into this space means more competition. That typically leads to better products and lower prices for everyone.
If you’re satisfied with your Apple Watch or Galaxy Watch, this probably isn’t for you. But if you’ve wanted a lightweight, always-on health tracker that you hardly notice on your wrist, keep an eye on the screenless band category.
Community Reactions
“WHOOP is about to face some serious competition. Google has the health AI to support this if they commit to it.”
— u/FitnessTechWatcher, Reddit
“Another Google product, another subscription. Wake me up when they stop killing things after two years.”
— YouTube commenter on 9to5Google’s coverage
What To Watch
- Official announcement: No launch date has been confirmed yet. Google’s Made by Google hardware event usually happens in the fall, so a late 2026 reveal is possible.
- Subscription pricing: The structure of the paid tier will determine if this can genuinely rival WHOOP or be a tougher sell for mainstream buyers.
- WHOOP’s response: WHOOP recently launched the WHOOP 5.0. If Google enters the market, expect WHOOP to compete on either price or features.
- Curry partnership details: Google’s formal partnership announcement with Curry may provide more product specifics in the coming weeks.
Sources: Android Authority, 9to5Google, Google Blog
