What you need to know
- Google may rebrand Fitbit Premium to Google Health Premium, early hints of which have been seen in store listings.
- The new branding also includes a redesigned Google Health logo with a heart icon in Google’s signature colors.
- The Fitbit branding for the hardware is likely to remain, while all software-related parts may be rebranded to Google Health.
Fitbit is something we immediately associate with fitness tracking, but it looks like Google may be slowly removing the Fitbit name – although not completely just yet.
As stated in a report 9to5GoogleGoogle is reportedly planning to rename Fitbit services to Google Health. The report mentions that “Google Health Premium” has started appearing in some international Google Store listings when purchasing a Pixel Watch or Fitbit device. Even the App Store listing has reportedly been updated to reflect the Google Health Premium branding.
Right now, if you subscribe for deeper insights and AI Personal Health Coach, you’re essentially paying for Fitbit Premium. But it looks like Google is preparing to completely rebrand it as Google Health Premium.
Article continues below
Fitbit Premium may soon be called Google Health Premium
Along with the name change, the new Google Health logo has also been revealed. It appears to be a brush-stroke style heart with Google’s signature colors and gradient glow, giving it a more unified Google look.
Interestingly, after the reports surfaced, Google has taken back its step on this and changed the name back to Fitbit Premium. But given that Google Health branding is already starting to appear in some areas, it looks like change is already in motion.
Taking Android Central
This feels like another unnecessary rebranding from Google. If Google wants to move toward Google Health, why not fully commit to it? Keeping Fitbit for hardware and changing the name to subscription only makes the entire ecosystem harder to understand.
That said, this doesn’t mean that Fitbit as a brand is dying. Another report recently suggested that Google’s upcoming screenless tracker, a competitor to Whoop, will still carry the Fitbit name, possibly the Fitbit Air. So it looks like Google may keep Fitbit for hardware while moving services and subscriptions under the Google Health umbrella.
It will be interesting to see how this plays out, but right now, it seems a little confusing. Rebranding the subscription while keeping the Fitbit name for the hardware may generate mixed messages. Personally, I would like Google to simplify things and bring everything under one clear brand.
