MATT KOLLAT: MOURNS THE PASSING OF FITBIT

With features being lopped off piecemeal, it's a death of a thousand cuts for Fitbit

- MATT KOLLAT

IT IS BEST NOT TO GET TOO FOND OF ANY BRANDS IF YOU WORK IN THE WEARABLE-tech space (anyone remember Pebble?). This is a saturated market, with ideas and companies going bust way before the product reaches mass-market availability. Only a handful of new wearable concepts make it to launch, and even fewer reach the top of their respective market niches.

Fitbit was one of these. The Californian company dominated the early years of fitness wearables. Their fitness bands were sleeker than the rest and offered better functionality, not to mention a community of like-minded people via the ever-so-userfriendly Fitbit app. Fitbit went from strength to strength until tech giant Google absorbed it via parent company Alphabet, Inc, in January 2021.