Who Did Fitbit Get Bought Out By? The Real Story Behind the Acquisition
Apr, 17 2025
So, did you hear? Fitbit isn’t just Fitbit anymore—it’s officially part of Google’s squad. Google bought Fitbit back in early 2021 for a cool $2.1 billion. That’s big money, but honestly, it made sense. Fitbit used to rule the fitness tracker game, but with Apple and Samsung pushing hard in wearables, things got complicated fast.
If you already use a Fitbit, you might have noticed a few tweaks since the buyout. Logins are slowly moving to Google accounts, the app looks cleaner, and there are talks about deeper integrations with Google’s health services. Not everything’s changed overnight, but the vibe is definitely different. If you have privacy questions—yeah, you’re not alone. People want to know how their sleep patterns, steps, and heart rates are being handled by a tech giant now instead of a scrappy startup.
- The Buyout: Who Took Over Fitbit?
- Why Google Was Interested
- What Changed for Fitbit Users
- Data and Privacy Concerns
- Tips for Fitbit Owners After the Acquisition
- What the Future Looks Like
The Buyout: Who Took Over Fitbit?
So here’s the lowdown: Google officially bought out Fitbit in a deal that closed in January 2021. Google paid $2.1 billion, snapping up one of the biggest brands in fitness tracking. For a while, rumors floated around that other tech heavyweights might try to buy Fitbit, but Google beat everyone to it.
This wasn’t just about selling step counters or smartwatches. Google wanted what Fitbit had—millions of users, deep health data, and years of experience in wearables. Fitbit had about 29 million active users when the deal went down. The numbers matter: when you combine those users and devices with Google’s resources, you get a whole new level of tech power.
Here’s the timeline:
- Late 2019: Google announces its plans to buy Fitbit.
- 2020: European and US regulators go over the deal, especially for privacy reasons.
- January 2021: The acquisition goes through after a long wait for approval.
Regulators in Europe and the US double-checked the deal, worried that Google might use Fitbit’s health info to boost its ad business or limit competition. Part of the approval meant Google had to promise not to use Fitbit’s health and fitness data for ad targeting in Europe for at least 10 years.
Here’s a quick glance at how big Fitbit was at the time:
| Year | Number of Active Fitbit Users |
|---|---|
| 2016 | 23.2 million |
| 2019 | 29 million |
| 2021 (at buyout) | ~29 million |
The goal for Google? To ramp up its own wearables lineup and go head-to-head with Apple Watch and Samsung Galaxy Watch. Now, Fitbit is still its own thing, but it’s backed by one of the world’s biggest tech brands. That combo is shaping what your fitness tracker can do—and who owns your fitness journey.
Why Google Was Interested
So, what made Google shell out billions to buy Fitbit? It’s not just about selling more fitness trackers. Google wanted a bigger slice of the wearable-tech pie, but data and software played just as big a role.
First, let’s talk competition. Apple and Samsung were already at the top of the smart watch market. Google tried to get in with Wear OS, but it was lagging. Buying Fitbit meant Google instantly got years of fitness tracker know-how, hardware designs, and a bunch of loyal users—over 29 million active ones, if you’re counting as of late 2020.
Second, Fitbit is famous for health data: steps, sleep, heart rates, workouts. That kind of real-life data is gold for tech companies who want to build smarter health apps or launch new products. Google wanted to use Fitbit tech to upgrade its own fitness platform, potentially making Android watches way better.
Third, Google saw a shot at filling its own health app gap. Apple had HealthKit and the Apple Watch. Fitbit had years’ worth of health tracking, which Google could tap into for its own ecosystem. There's also a big play here for health research and making devices that work together even more smoothly.
| Reason | Why It Mattered |
|---|---|
| Wearable Market Share | Instant access to millions of users and tried-and-true designs |
| Health Data Insights | Years of user data for better health software |
| Competition | Catch up to Apple and Samsung in wearables |
Plus, owning Fitbit helps Google go further with personalized health services and maybe even healthcare tech down the road. So, the buyout was about more than just gadgets—Google wanted a big upgrade in fitness tracking and a chance to catch up with the leaders. If you’re into fitness trackers, that’s why you’re seeing more Google stuff popping up in your Fitbit app now.
What Changed for Fitbit Users
If you own a Fitbit, you’ve probably felt the shifts since the Google acquisition. The biggest thing? Accounts are moving over to Google. So, instead of a regular Fitbit login, you’ll see prompts to use your Google account. This makes things simpler (fewer passwords), but some folks miss the independence Fitbit used to have.
The Fitbit app itself got a facelift. The design is more in line with Google’s other products—think sleeker menus and new fonts. The dashboard is cleaner, and they quietly dropped some features, like Challenges. These group step competitions were loved by some but were apparently too clunky for Google’s systems. If you loved competing with friends, you’re probably still annoyed.
Syncing with Google Fit is now a lot smoother. This means your daily step counts, heart rate, and sleep data show up alongside all your other wellness stuff if you use that app. It’s handy if you like having everything in one place, but you don’t have to make the switch unless you want to.
Privacy rules also changed. Google promises not to use Fitbit health and fitness data for personalized Google Ads. That’s written into their pledge to regulators, so, at least on paper, your data should be safe from turning into targeted ads. Even so, some people just don’t love having mega-corporations anywhere near their health stats.
The range of devices still gets regular updates and support. Newer wearables like the Fitbit Charge 6 were developed with Google tech under the hood—faster syncing and smarter tracking. But support for really old models is starting to slow down. If you have a Fitbit Flex or Blaze, it might be time to look at upgrades.
| Feature | Before Google | After Google |
|---|---|---|
| Login system | Fitbit account | Google account required |
| Challenge features | Available | Discontinued |
| Data sync | Limited with Google Fit | Smoother with Google Fit |
| Privacy & ads | No Google access | No ads from Fitbit data |
| Device support | All models supported | Older models phased out |
If you’re still rocking your fitness tracker, check for app updates and set up your Google account if you haven’t yet—otherwise, you might get locked out in the next wave of changes.
Data and Privacy Concerns
You’re probably wondering what actually happens to your Fitbit data now that it’s under Google. That’s been the burning question since the buyout. When Google bought Fitbit, people got nervous about what a tech giant would do with all that juicy health info—like your heart rate, sleep, and activity stats. To address this, Google promised regulators, especially in the EU, that it wouldn’t use Fitbit data for its ad business. Google even published that pledge publicly, making those privacy rules part of getting the buyout approved.
Here’s what’s locked in for now:
- Your personal health and fitness data from Fitbit won’t be used to target Google ads.
- Data storage is handled by Google, which runs with strict security standards (encrypted in transit and at rest).
- You can view, download, or delete your data with options right in the Fitbit app under Account Settings.
Still, there’s uncertainty—especially around how future Google integrations might change what’s shared across services (think Google Health, Maps, or Assistant). Fitbit accounts are being shifted to Google logins, which means you need a Google account to keep using your wearable after 2025. That’s not everyone’s jam, but it’s the direction things are going.
| Fitbit Data | Used for Ads? | Downloadable/Deletable? | Stored By |
|---|---|---|---|
| Steps, heart rate, activity | No | Yes | |
| Location (opt-in features) | No | Yes |
If you really care about privacy, take time to review your settings. You can always manage (or wipe) your fitness data. Just go to the Fitbit app, tap your profile picture, go to Settings, and check the Data & Privacy menu. Feeling uneasy? Download an archive of your info before you make any big moves.
Tips for Fitbit Owners After the Acquisition
If you use a Fitbit, you’ve probably noticed a few new things popping up since Google took over. It can be weird when your favorite tech switches hands, so here’s how to keep your device running smoothly.
- Start using your Google account for sign-in: Fitbit is slowly phasing out native logins. If you haven’t been prompted yet, it’s coming soon. You’ll need a Google account to keep your device and history synced. Just hop into the settings and link things up so you don’t lose your progress.
- Review your privacy settings: Google rolled out new privacy options for Fitbit users. It’s a good idea to check your data-sharing choices. Head to the Fitbit app, tap your profile icon, and look for any prompts about updated Google privacy terms. Don’t skip this. You can control if your activity or health info is used for ads or shared with Google’s services.
- Try Google Assistant integration: Some Fitbit watches, like the Versa 3 and Sense, now let you swap Alexa for Google Assistant. It’s built-in and easy to set up under the device settings. This can make timers, weather, and reminders faster to access right from your wrist.
- Explore new features: Since Google came on board, Fitbit Premium rolled out more visual sleep tracking and more personalized health insights. If you’re a Premium user, poke around—there’s a new “Wellness Report” and expanded mindfulness sessions. Some features are exclusive to Google Pixel Watch and Fitbit’s latest lines, but many are available across devices.
- Stay updated: Device firmware updates include new bug fixes, watch faces, and better phone notifications. Make sure your Fitbit app’s notifications are turned on, so you don’t miss any upgrades.
| Feature | Before Acquisition | After Acquisition |
|---|---|---|
| Account Login | Fitbit-only | Google account required |
| Voice Assistant | Alexa only | Google Assistant added |
| Privacy Controls | Simpler controls | Google-specific options |
| Health Insights | Basic reports | More detailed, personalized insights |
One last tip—if you ever want to export your Fitbit data, do it from the app’s privacy settings. This way, you’ll always have a backup. Just remember, some future features might only work if you use a Google account, so staying current pays off.
What the Future Looks Like
The future for Fitbit under Google is shaping up to be a mix of excitement and uncertainty. Google’s already pushed updates that link your Fitbit data to Google Health Connect, and rumors hint at even deeper integration with Android and Google’s ecosystem. Expect step counting, heart rate trends, and workouts to work more smoothly with your phone, Google Assistant, and even your Nest devices. Everything’s going smarter and more connected.
Google isn’t shy about beefing up its health and fitness offerings. Looking at trends from the last two years, wearables with stronger health tracking (think ECG, blood oxygen, and skin temperature) are grabbing more attention. Google has teased adding some of these features to future Fitbit and Pixel Watch models. The competition is fierce, so they need fresh tech to keep up with Apple Watch and Samsung Galaxy Watch.
For folks who care about privacy, Google says they now store Fitbit health and wellness data separately from Google Ads data. Here’s a quick snapshot from their latest transparency report:
| Data Usage Area | Changes Since Acquisition |
|---|---|
| Health Data Storage | Now separated from ad platforms |
| Login Requirements | Moving to Google Account by 2025 |
| Feature Rollouts | More Google Health integrations |
If you’re buying a new fitness tracker, it’s smart to check if it’ll need a Google account login. By 2025, that’s going to be standard for all new Fitbit watches and bands. On the bright side, you get better customer support and regular security updates. Downside? If you’re not cool with Google, you might have to shop around for alternatives.
The bottom line: expect Fitbit devices to get slicker, more Google-y, and more powerful. Just read up on privacy policies, explore your settings, and stay tuned for new health features dropping in the next year or so. That way, you get all the cool benefits without surprises down the road.
