After quietly announcing in August that it would stop producing Fitbit smartwatches, Google has given Fitbit fans another slap in the face by confirming that Fitbit.com will be shutting down at the end of September.
Google unveiled the Pixel Watch 3 back in August at its Made by Google 2024 event . But the arrival of one of the best new smartwatches also marks the end of an era. Google will never make a Fitbit Sense or Versa model again, instead focusing on Fitbit-branded fitness trackers — namely the Inspire, Luxe and Charge lines, all of which appear in our list of the best fitness trackers.
While the demise of the Fitbit smartwatch wasn’t exactly a surprise, it’s still a sad ending – and the demise of the Fitbit website is just another nail in the coffin.
As noted by 9to5Google, Fitbit.com now reads a banner that reads: “Fitbit store is moving on October 1st. Buy Fitbit on the Google Store.” When you land on the Google Store, a new greeting will appear: “You made it! Google Store is your new home for all things Fitbit. Start shopping below or get help with your Fitbit account here.”
What’s next for Fitbit?
While Google may no longer make Fitbit smartwatches, the company still has plans for the brand. “We are deeply committed to Fitbit, and more importantly, to the customers who use and depend on its products and technology,” the company told us in August.
Google also praised Fitbit for paving the way for many of the Pixel Watch 3’s health and fitness features, which Google said were largely due to “Fitbit’s innovation and breakthrough fitness advancements.” Google says that we “will continue to see new products and innovations from Fitbit,” but what exactly that means is not yet known.
For now, you can still buy the Fitbit Sense 2 and Fitbit Versa 4 from Google.com , and Google doesn’t appear to have any plans to stop selling them anytime soon. Given that both devices recently reached their second birthday, you might want to grab one sooner rather than later. When asked for comment, Google reiterated its previous statement from August.