Fitbit Target Market | Business Strategy Hub

Company: Fitbit, Inc. 
CEO: James Park
Year founded: 2007
Headquarter: San Francisco, California, USA
Number of Employees : 1,500
Type: Fully-Owned Subsidiary (Google LLC)
Annual Revenue (2024): $910 Million

Products & Services: Activity Trackers | Physical Fitness Monitors | Smartwatches | Heart Rate Pedometers | Quality of Sleep Monitors | Software

Competitors: Apple | Xiaomi | Huawei | Samsung | Garmin | Amazfit | Polar | BBK (XTC) | Image Marketing | Lenovo | Dido | Lifesense | Razer | Jawbone | Coros

Fun Fact:

Fitbit’s founders were inspired by how Nintendo’s Wii combined motion sensors with software to gamify personal fitness.

Fitbit is a wearable technology brand founded in 2007 by James Park and Eric Freidman. It specializes in physical fitness monitors, activity trackers, smartwatches, and pedometers. In Jan 2021, Google acquired Fitbit and integrated it into its hardware division. The acquisition valued Fitbit at $2.1 billion. In 2023, Fitbit generated $1 billion in annual revenue, down from $1.16 billion in 2022. The brand sold over 143 million devices worldwide between 2010 and 2024. But who is Fitbit’s target market? [1]

To understand Fitbit’s customer base, here is an in-depth analysis of its target market:

Fitbit’s Target Market Overview

Fitbit targets consumers seeking solutions to monitor their fitness, heart rate, and sleep quality. The brand offers compact, wireless wearable technology, including hardware and software. In 2009, the company released the Fitbit Classic, its first device. Although this product had limited features compared to the latest models, it cemented Fitbit’s position in the wearable sector.

Fitbit’s target audience spans the health and fitness industry. The brand expanded its offering after joining the Google portfolio in 2021. It released new Pixel Watches integrating Fitbit’s ecosystem, including an app, health sensor, and heart rate monitor. These features helped expand Fitbit’s target market. In 2023, Fitbit had 128 million registered users worldwide. [2]

Fitbit’s target market has evolved since 2009. The brand introduced innovative products and services, including the Inspire, Luxe, and Charge trackers, Versa and Sense smartwatches, a Premium subscription plan, and the Aria Air smart scale. However, Fitbit’s future is uncertain. In Jun 2024, Fitbit ended support for its browser-based dashboard. Users can access Fitbit via its mobile app. Google discontinued the Fitbit Versa and Sense smartwatches in Aug 2024. The parent company developed its Pixel Watch 3 smartwatch by incorporating Fitbit’s technology to replace the Versa and Sense. “We are very committed to Fitbit, and even more importantly to the customers that use and depend on those products and technology,” said a Google spokesperson. [3]

Fitbit segments its target market to address the unique needs and tastes of customers. Here is our comprehensive analysis of Fitbit’s demographic, psychographic, geographic, behavioral, and technographic segmentation: 

Fitbit’s Target Market: Demographic Segmentation

Tesla’s target audience spans generations. The brand caters to kids, teens, young adults, and seniors. According to a 2023 Statista survey, Fitbit had 92% brand awareness among US Baby Boomers, followed by Gen X at 78%, Millennials at 71%, and Gen Z at 67%. Fitbit scored 52% in popularity, 46% in usage, and 40% in loyalty among Baby Boomers. [4]

Fitbit offers devices with sleek designs and innovative features to appeal to Millennials and Gen Z consumers. According to 2023 statistics, 19.4% of Fitbit users were between 35 and 44. The 45 to 54 age group was Fitbit’s second-largest customer base with 16.08%, followed by the 18 to 24 bracket at 15.79% and the 55 to 64 segment at 12.94%. The brand targets both genders. However, it appeals more to men than women. In 2023, Fitbit’s target audience was 55.34% men and 44.66% women. [5]

Fitbit targets consumers across income levels by offering innovative devices at different price points. Its prices generally fall within the mid-range compared to its competitors. According to Tom’s Guide, Fitbit Charge 6 costs $159, compared to $349 for Google’s Pixel Watch 3, $299 for Garmin Vivoactive 6, and $59 for the Galaxy Fit3. The brand also offers lower-priced Inspire fitness trackers, the mid-range Versa smartwatch, and high-end Luxe and Sense smartwatches. This pricing strategy ensures there is a Fitbit for all consumers, regardless of their budget. [6]

Fitbit’s target audience includes families with kids. Its wearables appeal to parents seeking fitness solutions that promote family health and activity. The brand introduced the Fitbit Ace series to attract this audience. In May 2024, Fitbit released the Ace LTE smartwatch for kids aged 7 and older. It transforms exercise into play, helping children stay active. Parents can leverage Ace LTE to text and call their kids, track their location, and monitor their activity level. These features enhance kids’ security. [7]

Fitbit strives to attract more families to its customer base. The brand targets parents by providing devices that improve communication. In Nov 2024, Fitbit added new features to the Ace LTE smartwatch to help families stay connected and get active together. These functions include group chats, family quests, a new mini-game, and two new watch faces. Siblings can also use a new direct message feature to text and call each other using their Ace LTE devices. The smartwatch restricts kids from adding contacts. However, guardians can approve and add 20 trusted adults to the account. Users can access the group chat function within the Ace LTE device and the companion Ace app. [8]

Fitbit’s Target Market: Psychographic Segmentation

Fitbit’s primary target market is fitness enthusiasts. These consumers live active lifestyles, work out regularly, and value physical fitness. The brand appeals to this audience by offering devices and software for tracking activity and performance metrics. For example, the Fitbit Premium app provides sleep and readiness scores, data aggregation, and interpretation. Users track workouts, fitness routines, and events by syncing their Fitbit devices to the Fitbit app. This functionality wasn’t available during the Jul 2025 Fitbit outage. The company launched an update to resolve the issue. [9]

Fitbit appeals to its target audience through social integration. Consumers can leverage Fitbit devices to connect with friends and family, create a supportive community, and foster healthy competition. The Fitbit app empowers consumers to improve their well-being. According to stats, 65% of Fitbit subscribers use the platform to set personal goals, analyze progress, and receive motivational notifications. It helps 72.87% of users to monitor their heart rate during exercise and 96% to track activity. These features appeal to fitness enthusiasts and health-conscious consumers.

Fitbit’s target market includes health-conscious consumers. They are focused on maintaining their health rather than achieving specific fitness goals. These consumers prioritize preventive health measures, weight management, and overall well-being. Fitbit addresses this group’s needs by refining and improving its hardware and software products. In May 2025, Fitbit announced three new features: the Medical Record Navigator, Symptom Checker, and Unusual Trends. These upgrades target health-conscious consumers. For example, users can leverage the Medical Record Navigator to analyze results and reports from medical experts. They can use the AI-enhanced Symptom Checker as a virtual doctor to search the web for symptoms. [10]

Fitbit’s target consumers share several values. According to Statista, over 50% of Fitbit users prioritize honesty and a respectful life. Safety and security rank second with 46%, followed by happy relationships at 45%. Fitbit customizes its marketing campaigns to align with these values. For example, Fitbit’s promotional content highlights how its products help consumers monitor heart health and understand their sleep patterns. [11]

Fitbit tailors its marketing campaigns to align with its consumers’ values, interests, and lifestyle choices. This approach ensures Fitbit’s offerings resonate with the ideal audience. For example, the brand launched the “Find Your Reason” campaign to motivate users to live active lifestyles. The campaign celebrated the reasons people start a health and fitness journey. It leveraged customers’ shared experiences and fitness benefits to build a community of like-minded individuals. [12]

Image Credit: Kamil Switalski 

Fitbit’s Target Market: Geographic Segmentation

Fitbit targets a global audience. The brand operates in over 100 countries. In 2023, Fitbit sold 6.6 million units of smart fitness devices worldwide, down from 9.2 million in 2022. This figure translates to a 6.2% share of the global shipment. According to Accio, the US accounts for 61.79% of Fitbit’s user base. [13]

Although Fitbit caters to a global audience, it still relies heavily on the US market. According to Sci-Tech, the US accounts for 53.29% of the fitbit.com website traffic. The UK is second, followed by Canada, Japan, and Germany. In 2023, Fitbit had a 74% brand awareness rate among US consumers. Only 25% of consumers worldwide recognize the Fitbit brand. In 2024, Apple, Fitbit, Samsung, and Google were the top players in the US eHealth tracker and smartwatch market. [14]

Fitbit is a global wearable technology brand. However, it faces stiff competition from Apple and Xiaomi. The brand held 45% of the wearable market share in 2014. Apple surpassed Fitbit after it introduced the Apple Watch. In 2023, Apple controlled over 20% of the market. The tech giant shipped 38 million Apple Watches in 2023 and 20.5 million units in Q1 2024. Xiaomi is now the world’s third-largest wearable vendor, with 9% of the global market share. [15]

Fitbit targets urban and rural dwellers. The brand appeals to consumers in urban areas who work out at home, gyms, and recreational facilities. According to a 2024 report, the global fitness tracker market is valued at $15 billion. The top players in this sector include Fitbit, Apple, and Garmin. Fitbit can capitalize on the widespread adoption of fitness trackers and increasing health consciousness among North American, European, and Asian consumers to grow its customer base. [16]

Fitbit’s Target Market: Behavioral Segmentation

Fitbit has nurtured a cult-like following among US fitness enthusiasts. According to Statista, Fitbit has 73% brand awareness among US wearables owners. However, it can’t rival competitors in the loyalty, popularity, and usage ratings. Statista’s 2023 survey revealed that only 29% of US wearables users like Fitbit, 23% use Fitbit devices, and 18% will use Fitbit again. These stats indicate that 78% of Fitbit’s US customers are loyal to the brand. In Oct 2023, 23% of US wearables users had noticed Fitbit in the media, social media, or advertising. [17]

Fitbit’s active target audience includes fitness enthusiasts and health-conscious consumers. They leverage Fitbit’s trackers, smartwatches, and apps frequently to achieve their fitness and health goals. In 2023, 38.5 million people used their Fitbit devices at least once weekly. This figure was 40 million in 2022. Fitbit’s pricing influences consumers’ purchase behaviors. Its devices cost between $80 and $300. For example, Fitbit Sense 2’s $300 price tag can deter budget-conscious consumers seeking lower-priced options. [18]

Fitbit’s target consumers seek specific benefits from the wearable brand. They demand the latest solutions and features that enhance fitness and health tracking. According to Accio, Fitbit is losing market share to Apple and Xiaomi. Both competitors offer innovative wearables with advanced health metrics and user-friendly designs.

Although Fitbit faces stiff competition from Apple and Xiaomi, it has retained its loyal target audience by focusing on affordability. The brand strives to maximize its customers’ value for money. For example, the best-selling Fitbit devices on Amazon include the Charge 6, Sense 2, Inspire 3, and Ace 3. These models dominate Amazon’s fitness tracker category because they offer specific benefits. The Fitbit Charge 6 provides ECG, stress tracking, a 7-day battery, and GPS for $130. Consumers can buy the Fitbit Sense 2 for $169 to access skin temperature, stress monitoring, and NFC. The $84 Ace 3 appeals to parents seeking a smartwatch with a kid-friendly design and parental controls. According to Accio, the $80 Fitbit Inspire 3 is the budget-friendly option on Amazon.        [19]

Image Credit: Ivan Shilov 

Fitbit’s Target Market: Technographic Segmentation

Fitbit’s target consumers include tech-savvy Gen Z and Millennials. This audience demands the latest solutions to improve their health and fitness routines. According to a 2024 CCS Insight report, 51% of Fitbit smartwatch owners expect to stay with the brand when they upgrade. This figure is low compared to 95% of Apple and 85% of Samsung users who plan to stick with their current brands.

“In our survey, 63% of respondents highlighted the importance of their smartwatch working well with their smartphone,” said Kane McKenna, Analyst at CCS Insight. Fitbit has a high churn rate due to the lack of a Fitbit-branded smartphone on the market. However, most consumers prefer to access Fitbit from their smartphones rather than desktop devices. Mobile devices account for 78.82% of fitbit.com’s traffic, while desktops represent 21.18%. [20]

Fitbit’s target consumers are early fitness tech adopters. These users integrate wearables into their lifestyles and demand innovation, connectivity, and personalization. In May 2025, Fitbit unveiled the Medical Record Navigator, Symptom Checker, and Unusual Trends. Users can leverage these AI-powered features to understand their medical records and health. For example, Fitbit’s “Unusual Trends” tracks changes in the body and notifies the device’s user about abnormalities. Then, it offers medical advice to help the user address the issue and mitigate health risks. [21]

 References & more information

1. Laricchia, F. (2025, Jul 7). Fitbit Inc. revenue from 2010 to 2023. Statista
2. Laricchia, F. (2024, Oct 16). Fitbit: Statistics & facts. Statista
3. Gallaga, O. (2024, Aug 19). Fitbit Smartwatches Are Taking Their Last Steps, but Google Says the Brand Will Continue. CNET
4. SRD (2023, Nov 20). Fitbit: Finding favor with the fifties and beyond. Statista
5. D’Souza, J. (2025, Jan 30). Fitbit Statistics: Users, Usage, Retail Price, Import, Export, and Facts. Coolest Gadgets
6. Bracaglia, D. (2025, Jun 14). The Best Fitbit and Fitbit alternatives in 2025: Tested and rated by our experts. Tom’s Guide
7. Sabharwal, A. (2024, May 29). Introducing Fitbit Ace LTE: the smartwatch kids and parents will both love. Google
8. Forristal, L. (2024, Nov 13). Fitbit’s kids’ smartwatch gets family group chats. TechCrunch
9. Evans, M. (2025, Jul 18). Fitbit down no longer: Here’s what happened during Fitbit’s “major outage.” TechRadar
10. Williams, A. (2025, May 14). Fitbit Owners Get Three Interesting New Features. Forbes
11. Statista Research Department (2023, Nov 20). Safety and security are more important to Fitbit users. Statista
12. Team TBH (2024, Mar 17). A Case Study on “Fitbit: Find Your Reason” Marketing Campaign. The Brand Hopper
13. Laricchia, F. (2025, Jul 7). Fitbit unit sales worldwide from 2010 to 2023. Statista
14. Pangarkar, T. (2025, Jun 24). Fitbit Statistics: Website Traffic, Demographics, Market Share, Country, and Facts in 2025. Sci-Tech
15. Sherif, A. (2025, Jun 23). Wearables shipments worldwide market share from 2014 to 2024 by vendor. Statista
16. Data Insights Market (2025, Jun 23). Deep Dive into Fitness Tracker for Heart Rate: Comprehensive Growth Analysis from 2025 to 2033. DataInsightsMarket.com
17. Bashir, U. (2025, Jul 18). Fitbit brand profile in the US in 2023. Statista
18. Laricchia, F. (2025, Jul 7). Fitbit monthly active users from 2012 to 2023. Statista
19. Accio (2025, Jul 18). Top Selling Fitbit. Accio.com
20. CCS Insight (2024, Feb 12). Apple and Samsung Lead in Brand Loyalty for Smartwatches, Fitbit Struggles to Retain Users. CCSInsight.com
21. Beaty, A. (2025, May 13). Fitbit Labs adds new AI features to help you better understand your health data. ZDNet
22. Featured Image by  Andres Urena
23. Watch Image by Kamil Switalski
24. Watch image by Ivan Shilov

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