Google to Launch Screenless Fitbit to Rival Whoop

According to a Bloomberg report, Google is preparing to launch a revamped, screenless Fitbit tracker designed to go head-to-head with the popular Whoop band. The news broke after NBA superstar and Google performance advisor Stephen Curry posted a teaser video on Instagram.

In the short video clip, Curry is seen wearing a distinct grey fabric wristband with vibrant orange accents. Unlike the Fitbit Charge or Inspire models we have seen in recent years, this device completely lacks a screen.

Curry, who joined Google’s health and cloud team in 2025, described the device as “the first of its kind” and hinted that it would offer a new way for the world to look at health and wellness. The official Fitbit social media accounts quickly joined in, adding “eyes” emojis to the post and confirming that a launch is “coming soon.”

The shift back to a screenless design follows a growing trend in the prosumer fitness world. Companies like Whoop and Oura have found massive success by offering devices that prioritize 24/7 data collection over smartphone-style notifications.

According to reports from Bloomberg, the hardware is only half of the story. The new band will serve as the primary sensor for Google’s upcoming AI-powered Fitbit Personal Health Coach. This AI assistant, which is currently being tested in markets like Canada and Australia, uses Google’s Gemini models to analyze a user’s biometrics and provide actual advice.

Instead of just showing a sleep score, the app might tell you exactly why you feel tired based on your recent activity and suggest a specific recovery plan.

While Whoop famously gives its hardware away for free with a monthly subscription, Google is expected to charge an upfront price for the new Fitbit band. However, many of the advanced AI coaching features will likely remain locked behind a Fitbit Premium membership, which currently costs $12.99 per month.