Google rebrands Fitbit Premium as Google Health Premium, adding Gemini-powered coaching and other features, and raises its annual price from $79.99 to $99.99
The rebranded service includes Gemini-powered coaching, adaptive fitness plans, deeper sleep insights, and more. — • — TL;DR
Android AuthorityAdamya Sharma
Context & Ripple Effects
Fitbit Premium began in 2019 as a separate paid layer for detailed reports, advice, games, and challenges. Google is now folding that subscription into a broader Google Health identity rather than simply extending the Fitbit brand.
The change coincides with plans to retire Google Fit by the end of 2026 and with the launch of the screenless Google Fitbit Air, which also promotes Google Health Coach. Together, those moves concentrate Google’s consumer-health software, hardware, and AI coaching under one product family.
First-order effects
Existing Fitbit Premium members face a higher annual renewal price, while receiving Gemini-powered coaching, adaptive plans, and expanded sleep analysis under the renamed Google Health Premium service.
Google gains a single branded subscription layer to pair with its Fitbit hardware and Health Coach features as it winds down Google Fit.
Second-order effects
The rebrand makes the paid service a more explicit part of Google’s wearable proposition, potentially increasing the importance of subscription value—not device tracking alone—in customer purchase and retention decisions.
Wearable rivals offering coaching or recovery subscriptions will be compared more directly on the usefulness of their guidance and insights, not only on sensors and device design.
Third-order effects
If Google successfully moves Fit users and Fitbit subscribers into one health stack, consumer wearables could become more tightly organized around recurring AI-guidance services tied to a vendor’s devices and account ecosystem.
The strategy also raises the stakes for whether AI health coaching can justify recurring fees: sustained adoption will depend on perceived usefulness and trust in the resulting guidance.
The trend: This is part of the shift from standalone fitness tracking toward branded health platforms that bundle wearable hardware, longitudinal data, and AI-led coaching into subscriptions.
Strava did a stupid AI feature like this, and it's worthless.
@9to5google
@9to5google on x
Fitbit Air's special Stephen Curry edition might be the best one for workouts [Gallery] https://9to5google.com/... by @nexusben
@alexmaxham
Alex Maxham on x
Fitbit Air is official, $99 and no subscription required. The Fitbit App is being rebranded to Google Health on May 19. Google Health will aggregate data from Apple Health and other apps and devices. Allowing it and Fitbit Air to work on iOS and Android. [image]
@mweinbach
Max Weinbach on x
Google just announced Google Health It's a new Health suite taking the place of the Fitbit app, which lets you import data from ANY tracker and view/manage your health and wellness data. It also has Gemini built in with an AI coach to make recommendations or tracking easier [imag…
@markgurman
Mark Gurman on x
Google launches a $100 Whoop rival called the Fitbit Air. Here's what you need to know: https://www.bloomberg.com/...
@franciscovelazquez.com
Francisco on bluesky
Just in time for Google io
@durumcrustulum.com
@durumcrustulum.com on bluesky
i would be very interested in this except i'm switching off fitbit for a garmin [embedded post]
Dimitrios Antos
Dimitrios Antos on linkedin
After months of hard work, my team at Google is about to launch something we are incredibly proud of. 🚀 …
r/Android
r on reddit
A new era for your wellness: Introducing the Google Health app
@shimritby
Shimrit Ben-Yair on x
📣 We're continuing to bring more value to our AI Pro and Ultra subscribers! Google Health Coach is unlocked by Google Health Premium, which is going to be included at no extra cost in our Google AI Pro and Ultra plans starting on May 26. I've been dogfooding the Fitbit Air and [i…