Google debuts a $100 Fitbit Air that has no screen

Google unveiled a $100 display-free fitness tracker, Fitbit Air, on Thursday, joining rivals like Whoop bands and Oura rings.

The Fitbit Air offers an optional $10 monthly Google Health subscription with a Health Coach feature. The device sales start on May 29, and pre-orders are now open. It comes in four colors.

Google aims to compete in the fitness wearables industry. Whoop offers subscription plans for its bands that start at $200 a year, while Oura Rings cost $349 plus a $70 a year subscription.

No display trend
The new Fitbit comes at a time when people are increasingly opting for no-display devices. 

It tracks heart rate variability, blood oxygen, and atrial fibrillation. It integrates with the Google Health app (previously the Fitbit app). The Health Coach feature will provide AI-driven insights for sleep and nutrition.

Circana’s research shows that sales of fitness trackers rose 88% between 2024 and 2025, with smart ring purchases jumping 195%.

IDC data shows Fitbit held around 6% of the global wristband market in 2025, with Whoop at 2%. Chinese manufacturers led the category, with Xiaomi controlling nearly 50%, followed by Huawei and Samsung.