Google aims to go head-to-head with WHOOP, Stephen Curry previews the new Fitbit

Google is preparing to introduce a brand-new device for its wearables lineup, entering direct competition with brands such as WHOOP and Oura.

The new incarnation of Fitbit, according to recent previews published by Bloomberg, will stand out for the total absence of a display.

NBA star reveals the new screenless Fitbit in an exclusive look

The company is developing a bracelet dedicated exclusively to passive body monitoring, where the absence of a display will transfer the entire data-checking experience to the smartphone app.

From an aesthetic standpoint, early sightings reveal a gray fabric strap with orange finishes, a visually similar design to WHOOP. It is reasonable to expect the company will offer several color combinations at launch.

Artificial Intelligence for Data Analysis

The true highlight of this device will lie in the continuous processing of information. The system will leverage the Gemini AI to offer a health-focused virtual assistant.

This digital tutor will evaluate biometric metrics recorded by the sensor to provide precise guidance on countless aspects of daily life.

The analyses will range from calculating the physical recovery to hydration and nutrition habits, also incorporating menstrual-cycle tracking and assessments related to mental health.

These features were confirmed by the same California-based company, which included them in a recent update dedicated to Fitbit’s personalized coaching.

A service-based business model

The sales strategy for this bracelet departs from traditional smartwatches. Google will adopt a hybrid commercial approach: consumers will have to buy the physical device, but access to deeper analytics and high-level software features will be tied to a subscription.

Although the costs of this paid plan remain unknown, the move clearly mirrors the strategies of direct competitors, aiming to generate steady and recurring revenues over time.

A confirming note on the product’s existence and potential came from Stephen Curry, the American basketball star. The NBA player appeared on social media showing off the new device on his wrist, signaling to his audience the start of a new relationship with one’s health.

The American company subsequently formalized the active collaboration with the athlete, a crucial detail suggesting the public unveiling is imminent.

Using a sports star of such caliber underscores the intention to position the wearable in the high-end segment of the sports market, targeting users who demand extremely precise measurements without any bright distractions during workouts.