StimScience, the neuroscience-based sleep company, has appointed Tim Rosa, a former Fitbit executive, as its new CEO.

Rosa’s appointment marks a step forward for the company’s flagship product line, Somnee, a personalized, smart sleep headband that employs non-invasive, closed-loop neurostimulation to enhance sleep quality and duration.

“With StimScience, the team has pioneered and delivered lab-grade technology in a sleep headband that accurately maps and measures brainwave patterns and applies personalized tES neurostimulation that nudges the brain to sleep,” Rosa said.

With a proven track record in launching world-class brands and products, Rosa is aiming to guide StimScience through its next phase of growth and innovation. As the former chief marketing officer of Fitbit, he scaled the company from a small startup into a household name, with over 140 million devices sold in 100-plus countries. 

“There’s a lot of exciting clinical research and momentum validating the importance of sleep fitness and its impact on cognitive performance, athletic performance, mental health, general health, and even weight loss,” Rosa said. “Wearables have done a great job educating consumers on their general sleep stage trends and insights. The challenge for most consumer-grade devices has been creating a closed-loop, lab-grade diagnostic in combination with a personalized therapeutic that adapts with the user and ultimately improves sleep onset, duration, and/or depth.”

Rosa added that he’s “excited to partner with wearables, sleep products and services, and healthcare to close that loop and improve outcomes for 100 million consumers.”

The Future of Sleep Science?

As the first company to approach sleep improvement through personalized closed-loop neurostimulation, StimScience claims its device is proven to cut the time it takes to fall asleep in half and improve sleep quality with only 15 minutes of use. It also claims Somnee is four times as effective as a melatonin pill, twice as effective as cognitive behavior therapy, and one-and-a-half as effective as Ambien in improving sleep efficiency and duration. Somnee markets itself as the “future of sleep.”

Rosa’s recruitment was backed by Dr. Matthew Walker, PhD, the author of New York Times bestseller “Why We Sleep: The New Science of Sleep and Dreams,” and chief sleep advisor at Somnee.

“Sleep is increasingly recognized as one of the most fundamental habits not only for our day-to-day functioning, concentration, mood, and body health, but also for continued brain and body wellness as we age,” Walker noted.

Venture capital firm Khosla Ventures also supports StimScience.

“We backed Somnee because the team had every component needed to bring forward clinical-grade consumer technology to change the face of sleep. Since our initial investment, this thesis is proving itself out,” said Vinod Khosla, a tech investor and founder of Khosla Ventures. “With Tim at the helm, Somnee can now scale to bridge a foundational health gap and cement itself as an iconic brand that carries weight with consumers, the medical and sleep health communities.” 

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The burgeoning global virtual and online fitness market is anticipated to reach a staggering $256.97 billion by 2032, a substantial increase from its 2022 valuation of $15.82 billion, according to recent findings by The Brainy Insights, a market research firm. Even better — the market is fertile ground for fitness companies and personal training experts. 

Fueling the rapid growth is the demand for augmented reality (AR) and virtual reality (VR) fitness, perhaps accelerated by the pandemic, when consumers leaned even more on technology as a means of connection and to maintain fitness and wellness. The active aging demographic is also contributing significantly to the market’s predicted upward trajectory, as older fitness enthusiasts show interest in online fitness.

Fitness Brands Embrace VR

Several industry leaders are noted in the report for their contributions to the growing virtual/online fitness market, such as Mindbody/ClassPass, Fitbit, Les Mills and Wexer.

Les Mills recently launched Les Mills XR dance as a virtual fitness game that transports holographic professional dancers right into the personal space of Meta Quest 3 users.

Virtual fitness platform FitXR is also banking on the mixed reality (MR) and VR sector, with CEO and founder Sam Cole predicting the technology will soon be found in gyms and fitness facilities. The virtual fitness platform just unveiled Slam, an immersive and gamified MR experience with passthrough capabilities. 

“The gamification aspect of Slam has allowed us to reach an entirely new group of users who are anxious about exercise, and young people who are addicted to sedentary gaming,” Cole told Athletech News. 

Even activewear brand Puma is highlighting the entertaining experience of virtual and mixed-reality fitness, collaborating with Meta Quest at store locations in Germany to promote “the world’s smallest gym.” The pop-up events prompt guests to explore the workouts offered by Meta Quest 3 within a 2m x 2m pod.

Demand for Online Fitness is High

The advantages of virtual fitness are numerous for consumers, benefiting from the convenience and flexibility of a workout on their own schedule and current location. Plus, as the report acknowledges, virtual fitness platforms are often less expensive when compared to conventional gym or studio memberships, with many needing little or no equipment.

With just a few clicks, fitness enthusiasts can access a seemingly unlimited range of workout modalities, including boxing, yoga, dance cardio, Pilates, HIIT, ballet and more. Many fitness providers also offer the option to tailor a workout based on skill level and health goal, further personalizing the online fitness experience.

Can Virtual Fitness Become the New Rx? 

As the report demonstrates, virtual fitness can break down barriers that in-person brands may experience, such as meeting the needs of consumers in geographically remote areas. There are also vast opportunities for fitness platforms to target content and classes based on regional preferences and cultural differences, expanding market penetration. 

Corporate wellness programs and health care providers can consider partnering with virtual fitness companies to promote better health of employees and patients, even prescribing virtual fitness as part of a care plan. While still in the early stages of study, preliminary research suggests that VR exercise can positively impact physiological, psychological and rehabilitative outcomes compared with traditional exercise. 

In alignment with the report, demand for virtual trainers and well-being coaches has also increased 44% year-over-year, according to corporate wellness company Gympass, which published its own findings after analyzing over 250 million check-ins on its platform over the past 24 months.

The post Virtual & Online Fitness Market To Top $250B as Demand Rises appeared first on Athletech News.

SoulCycle, the indoor cycling studio with a cult-like following, has partnered with Fitbit to offer promotions to riders throughout January and early February in a campaign dubbed “Fitbit and Friends.”

The week of January 22-28, SoulCycle riders can receive two free classes, one for themselves and one for a friend, by wearing a Fitbit device or Pixel Watch to their local studio. The week of January 29 to February 4, those classes can be redeemed at the themed “Soul Surprise presented by Fitbit” classes at all 58 SoulCycle studios in the U.S. By participating in the classes, riders can win a Fitbit Charge 6 device. 

The partnership demonstrates the increasing intersection of in-person workouts and fitness wearables. Long associated with individual workouts, wearables are increasingly being used for group fitness. There remains untapped partnership potential, however, such as bespoke workouts for branded classes on popular wearables.

The promotion comes at a tumultuous time for Fitbit owner Google, whose parent Alphabet recently laid off hundreds of workers as part of cost-cutting measures. Fitbit co-founders James Park and Eric Friedman are leaving as part of the reorganization.

Fitbit’s popularity has been declining in recent years as its mid-range price has failed to lure in enough customers, who are increasingly turning to luxury wearables like the Apple Watch and Whoop. Now that Google owns Fitbit, many believe the tech giant’s removing of features, such as Fitbit Challenges and Groups, are steps towards the product’s eventual discontinuation. However, the SoulCycle tie-up is one of the largest recent partnerships for Fitbit, demonstrating that Google may still have big plans for the health and fitness wearable.

The Equinox-owned SoulCycle, meanwhile, has also faced financial difficulties in recent years, largely due to post-pandemic changes in consumer fitness preferences. In 2022, SoulCycle shuttered around 20 of its studios. The cycling company has looked to leverage partnerships to reach new audiences. For example, in late 2022, SoulCycle partnered with ClassPass to make its cycling classes available on the booking platform. 

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Staying fit isn’t always easy. Between eating right and keeping a workout routine, you need some serious motivation to look and feel your best. A very good way to keep up that drive for success is to invest in a fitness tracker. 

Not only will it help you record and track your progress in achieving your health goals, but it could give you that extra boost to get out of bed and hit the gym or go out for a run. With so many great fitness trackers out there, it might be tough to pick just one.

Luckily, Amazon has a best sellers’ list for fitness and activity trackers on the retail giant’s marketplace. Athletech News rounded up the most popular and best fitness trackers, according to Amazon shoppers.

All products featured on Athletech News are independently selected by our editors. However, when you buy something through our retail links, we may earn an affiliate commission.

Fitbit Charge 5

Best Overall

On sale for $115 (was $150), the Fitbit Charge 5—which is an Amazon’s Choice item—is a slim and sleek fitness tracker and heart rate monitor that’s suitable for workouts, outdoor activities and everyday use. It can track calories burned, resting and active heart rate, steps and distances walked or run. In fact, you can also wear it to track your sleep. The tracker syncs to your smartphone—either Apple iPhone or Android—via Bluetooth, so it can keep tabs on your health and fitness goals.

Meanwhile, it has a very impressive battery life of up to seven days. That’s a full week of use before it needs a charge. And Amazon shoppers just love this fitness watch and its accuracy.

“I use my charge 5 everyday,” raved a delighted five-star shopper. “The app is very easy to use and the sleep tracking is incredibly accurate. It even shows you the stages of sleep you were in throughout the night. The watch itself is also very easy to use and get used to. It’s comfortable and effective. I use it to count steps, track my workouts, and even meditate for a little bit everyday. Great product!” Buy it: Amazon

Fitbit Inspire 2

Best for Beginners

If you’re looking for a Fitbit for beginners, then the Fitbit Inspire 2—which is on sale for $59, or $21 off, at Amazon—is where to start. It logs your vitals, such as heart rate, calories burned and sleep, while it tracks your activities too, including steps, distance, health goals and more with up to 10 days of battery life per charge. Additionally, the fitness tracker is swim-proof and water resistant up to 50 meters (about 164 feet) underwater.

“A nice beginner’s tracker and watch,” shared a delighted Anazon shopper. “It does everything I need it to do, it’s comfortable whenever I wear it to sleep, it doesn’t make a loud noise or anything for notifications, it’s more of a vibration.” Buy it: Amazon

Amazfit Band 5

Best Battery Life

Amazfit Band 5 goes for $39 at Amazon and it tracks distance, speed, heart rate changes, calories burned and other health vitals, while the tracker also measures your blood oxygen saturation to give you a better picture about your overall physical health. It also features female health and cycle tracking, while it has up to a whopping 15 days of battery life with just one charge—that’s half a month of use without plugging it into a wall outlet.

“Been using it for almost a week now, and the battery is currently at over 60 percent, so it will definitely last 15 days as advertised.” said a happy shopper.

The fitness watch also comes with the Alexa voice assistant built-in, so you can start a workout, set an alarm, check the weather and even control your smart home devices with just the sound of your voice. Buy it: Amazon

FITVII Slim Fitness Tracker

Best for Families

The FITVII Slim Fitness Tracker not only tracks your steps, distance, sleep and calories burned, but it also measures your heart rate and blood pressure. And with up to 10 days of battery life per charge, this fitness watch has more than enough juice to keep up with your healthy lifestyle at an affordable price. And shoppers say it’s great for the whole family, too.

“I bought one of these trackers for my child,” shared a happy Amazon shopper. “After observing how it made her want to walk more, I decided to get a second one so we can compete. We have set a daily goal and strive to reach it each day. This device is now helping us shed off some weight. The long battery charge is another plus I can’t ignore.”

Right now, it starts at $48, or $12 off with the on-page coupon, at Amazon—that’s 20% off its list price. Meanwhile, the fitness tracker comes in six colors, including pink, black, blue, gold and more. Buy it: Amazon

Mindrose Smartwatch

Best for Multiple Activities

The Mindrose Smartwatch—which is on sale for $41, or $5 off with the on-page coupon—is an Amazon’s Choice item, thanks to its health monitoring, fitness and sleep tracking abilities and long battery life of up to 10 days. It also features more than 100 sports and fitness modes, including running, climbing, cycling, swimming, tennis, dance and much more.

“Nice smart watch,” raved an Amazon shopper. “Large screen with a custom face screen option. The different exercise modes are great. Like that it can take your blood pressure, along with your heart rate and oxygen level. The watch and the accompanying app are both user friendly. Can’t go wrong with this smartwatch for your money.” Buy it: Amazon

Kummel Fitness Tracker

Best Budget

Looking for a wallet-friendly fitness tracker? The Kummel Fitness Tracker—which is on sale for $21, or $11 off, at Amazon—is an inexpensive option that will get the job done. However, don’t let that low price fool you. This fitness watch is equipped with a step counter, sleep monitor, heart rate monitor and more, while its OLED touchscreen display is viewable in direct sunlight. It even offers up to seven days of battery per charge.

“This fitness tracker works as well or better than the Fitbit and Samsung trackers that I have had in the past at a fraction of the cost,” shared a delighted shopper. “It is way more durable than the others as well. I had several high-end trackers that failed in just a few months but this one has been going strong for over seven months. The battery life is very impressive too.”

The Kummel Fitness Tracker also comes in seven colors, such as black, blue, green, pink and more. Not bad for $21. Buy it: Amazon

GRV Fitness Tracker

Best for Kids

On sale for $24 (was $26), the GRV Fitness Tracker is a very good fitness watch for kids, thanks to its slim fit, simple controls and comfortable design for small wrists. It works without Bluetooth, so your kid can record steps, calories burned, distance and sleep time without a smartphone app. The tracker is also waterproof, so you don’t have to worry about your kid dunking it in a swimming pool or bathtub.

“We love these watches for our kids! No phone needed but still works as a step counter and watch,” shared a delighted Amazon shopper.

The fitness tracker comes in six fun colors, like blue, green, pink, black, and more. Buy it: Amazon

The post 7 of the Best Fitness Trackers, According to Amazon Shoppers appeared first on Athletech News.

Fitbit has made a significant move, filing a patent for an in-watch blood pressure sensor. The patent application lists Shelten Gee Jao Yuen, Fitbit’s VP of research, as inventor. 

Yuen was part of Fitbit’s team that built one of the first optical sensors to measure the pulse from the wrist and developed core algorithms in Fitbit’s trackers. 

While a traditional blood pressure cuff works by squeezing an artery with pressure and measuring the strength of a person’s beating heart against the force, Fitbit’s patent details a more advanced method.

In the patent documents, Fitbit presents a force or pressure sensor, including a touch-sensitive display configured to generate variable force data when the user presses a sensor. 

“In accordance with various embodiments, a user applies a variable pressure to his or her blood vessels while a PPG sensor measures the amplitude of blood volume pulses. The resulting PPG signal and associated pressure data is used to calculate blood pressure. Standard approaches to determining blood pressure from oscillometric data can be used,” the Fitbit patent details.

“As an engineer, it is enticing to analyze, optimize, and perfect a solution to the problem that is right in front of you. However, I find it useful to instead pause and figure out what problems will have the most impact,” Yuen told UC Davis for an alumni spotlight profile.

Fitbit has been offering ways for users to listen to their bodies beyond just fitness tracking, such as stress management with its body-response tracking on the Sense 2. The wearable brand has also concentrated on sleep management. 

As technology continues to advance, many wearable technology companies are racing to offer the most innovative biometric tracking that’s reliable and low-profile from a user standpoint. 

Considering that research recently suggested that Americans are in the midst of a serious health crisis, with less than 7% of the adult population in the United States having good cardiometabolic health, such wearable technology may change the course for those who can monitor their blood pressure routinely.

Wearable technology was named 2023’s top fitness trend by The American College of Sports Medicine (ACSM). As wearables have become increasingly affordable and as data is used in clinical decision-making, the small devices continue to hold their appeal, said ACSM Past President Walter R. Thompson, Ph.D., FACSM, lead author of a recent survey examining fitness trends. 

“Wearables are certainly not going anywhere,” said Thompson.

Google acquired Fitbit in 2019 for $2.1 billion to compete with Apple, which is also heavily invested in wearable health tech.

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Google has unveiled Pixel Watch, its first smartwatch, which combines all of Google’s best offerings with a focus on health and wellness and FitBit technology. The smartwatch, powered by Google’s Wear OS (Wear OS 3.5), is now available for pre-order.

The tech company has been concentrating on consumer health, having sought FDA approval to clear Fitbit for passive heart rhythm monitoring. The FDA approved Google’s AFib-detecting algorithm earlier this year. Google purchased the wearable device brand for $2.1 billion in 2019 to compete with Apple, which is also heavily invested in wearable health tech.

Google’s new Pixel Watch has a scratch-resistant 3D coverglass that comes in three finishes: black, silver, and gold. Users can personalize the watch face with their preferred interface. A specially-designed band mechanism allows users to easily switch bands with ease, with 20 band options currently available, ranging from $49 to $199. In the spring of 2023, Google says a metal option will become available.

With the integration of Fitbit, Google takes health and fitness to a new level, including what it says is its most accurate heart rate tracking yet. There are 40 exercise modes available for tracking workouts and activities such as steps, distance with GPS, and Active Zone Minutes.

An ECG app detects signs of Atrial Fibrillation, which the CDC estimates that 12.1 million people in the US will have in 2030. The Pixel Watch also provides a comprehensive understanding of sleep fitness with Sleep Score and Sleep Stages. The Pixel Watch’s Health Metrics Dashboard in the Fitbit app includes health metrics such as breathing and heart rate variability. Fitbit Premium users will have access to features such as Daily Readiness Score, which tells users whether they should push themselves during a workout or opt to rest and recover.

The Google Pixel Watch costs $349 for Bluetooth/Wi-Fi and $399 for 4G LTE, which includes six months of Fitbit Premium and three months of YouTube Music Premium. 

With a battery life of 24 hours, the new smartwatch also works seamlessly with smart home devices via the Google Home App, and allows contactless payments with Google Wallet and navigation with Maps.

Google didn’t skimp on security with the new Pixel Watch. If the wearer is in an emergency, a feature alerts responders and trusted contacts, and Google plans to add fall detection next year. The fall detection system detects a hard fall and contacts emergency services, even auto-dialing responders if the user is unresponsive.

The Google Pixel Watch can be pre-ordered online at the Google Store, FitBit.com, and will launch at select retailers starting October 13.

The post Meet the Google Pixel Watch, Centered on Health with Built-In Fitbit appeared first on Athletech News.

It’s no secret that Google has been focusing on consumer health, and the tech behemoth is now seeking FDA approval to clear Fitbit for passive heart rhythm monitoring. Google also plans to launch a search engine feature that will display available appointments for wellness providers, and it is collaborating with CVS Minute Clinic.

Google bought the wearable device brand for $2.1 billion in 2019 in order to compete with Apple, which is also laser-focused in the wearable health tech game.

The numbers are clear — according to EMarketer, roughly 44 percent of consumers reported using technology such as wearables to track at least one metric in 2019. As a result of the pandemic and people becoming more health-conscious, this percentage rose to 54% by 2020.

Most recentl, Google said it has asked the FDA for permission to use Fitbit photoplethysmography sensors to detect atrial fibrillation.

Although the Fitbit wearable already has FDA approval to use ECG to monitor heart rhythm, the photoplethysmography sensors would provide more long-term monitoring, says Google. The new Fitbit feature will notify users if they exhibit symptoms of atrial fibrillation (AFib), which increases the risk of stroke, heart failure, and other heart-related conditions.

It is estimated that 12.1 million people in the US will have AFib in 2030.

Dr. Karen DeSalvo, Google’s chief health officer, said during a call where the tech company announced its health-related endeavors, “The pandemic has really strengthened our resolve as a company that we could and should apply our technologies to see that we can be helpful to everyone, everywhere, as they live their lives and encounter their health journey. It also really strengthened our resolve about how important it is to think about meeting people where they are on the products that they’re already using every day.”

Google presented the findings of its study, which included 450,000 Fitbit users, at the American Heart Association meeting last year. Google demonstrated that its algorithm could detect undiagnosed AFib 98 percent of the time.

One issue that the study encountered was that not all participants chose to follow up after receiving a notification. 

A video that explains Fitbit’s heart study can be found here.

Google reorganized its health division last summer, relocating 20% of its employees to the Search and Fitbit teams. The tech giant desired to focus on clinical work and suggested that it would be heavily investing in health and that it would be a company-wide mission.

Google’s latest FDA submission coincides with the American College of Sports Medicine’s recent prediction that wearable technology would be the top fitness trend in 2022.

The post The Beat Goes on For Wearable Tech: Google Seeks FDA Approval for Fitbit appeared first on Athletech News.

According to the US Consumer Product Safety Commission, Fitbit has recalled 1.7 million smartwatches due to a burn hazard. The recall impacts Fitbit’s Ionic watches and consumers are advised to immediately stop using the smartwatches and contact Fitbit.

Fitbit had received 115 reports that the battery in the smartwatch overheated, resulting in 78 reports of injuries. Two reports consisted of third-degree burns and four reported second-degree burns, according to the commission.

The smartwatch batteries, which are lithium-ion, can overheat and lead to burns, according to the safety commission. 

Roughly a million Ionic watches have been sold in the US and nearly 700,000 have been sold internationally. 

Ionic smartwatch consumers will be granted a $299 refund and discount for 40% off other Fitbit devices after they return the hazardous smartwatch. Fitbit will provide pre-paid packaging to return the smartwatch.

According to the CPSC, only the following models and colors are included in this recall:

• Ionic FB503CPBU – Slate Blue/Burnt Orange

• Ionic FB503GYBK – Charcoal/Smoke Gray

• Ionic FB503WTGY – Blue Gray/Silver Gray

• Ionic FB503WTNV – Adidas edition, Ink Blue & Ice Gray/Silver Gray

From September 2017 to December 2021, the watches, which were made in Taiwan, were sold at various retailers and online at Amazon.com and Fitbit.com.

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As the wave of at-home fitness is still going strong, Apple and Fitbit are bringing on board famous names to their wellness platforms. Sales of home-based gym equipment have skyrocketed, just like fitness wearables from Apple and Fitbit. In an effort to keep the momentum going, forward-thinking companies seem to be luring celebrities into the wellness industry. Recognizable names can carry weight and create the impression that they are on the fitness journey right alongside you. 

Will Smith, who recently signed on to Fitbit earlier this season, just launched his first health collection with the company, called StrongWill! The series, which focuses on both physical and mental acuity, includes Will’s own trainers, who provide a variety of workouts and mindfulness classes. Six classes are now available:

• Bodyweight Strength
• Core Challenge
• Find Your Center
• Mobility Flow Yoga
• Let’s Go Cardio!
• Upper Body HIIT

November will be a big month for Smith. Fitbit will be sponsoring a multi-city tour of his new memoir that focuses on his health journey. In addition to his new memoir, Will, he will also be documenting his wellness experience in an upcoming YouTube Original unscripted series, Best Shape of My Life. The series debuts Monday, November 8. 

Apple is also grabbing talent to enhance its user’s experience. Apple’s Time to Walk works to have a user be active but also mindfully engaged. The company recently tapped Stephen Fry, famed actor, writer, and comedian, to be part of the new releases of Time to Walk. The series, released on Apple Fitness+, features artist spotlights. What makes Time to Walk special is that the recording guest isn’t in a production studio but on a walk in a place that is important to them. Photos are shared at key moments that appear on the Apple Watch. After the story is completed, the guest artist introduces songs that they say have inspired them. Other guests include gold medalist Joan Benoit Samuelson, actress Marsai Martin, model Naomi Campbell, and Dr. Sanjay Gupta, neurosurgeon and CNN’s chief medical correspondent. 

The at-home fitness boom has recently led to big-name investors in Hydrow and Tonal, among others. Apple and Fitbit utilizing notable people in their digitization of fitness gives them an edge in the competition to attract wellness-oriented consumers, and one would expect to see more of the same in the near future. 

The post Apple and Fitbit Bring on Celebs appeared first on Athletech News.

Apple Fitness+ arrives September 27, but an onslaught of critics are already questioning if the digital fitness service can drive Fitbit Premium and Peloton subscribers to their side of the exercise landscape.

One feature that could very well do just that is a new program called “Workouts to Get Ready for Snow Season” designed by two-time Olympic gold medalist Ted Ligety and Fitness+ trainer Anja Garcia. In addition, guided meditation videos, Pilates workouts and special workout playlists will be made available. And if that isn’t enough, Group Workouts will be made accessible through SharePlay later this Fall. Up to 32 people at once will be able to take part.   

“We are excited to be introducing new workouts that bring Fitness+ users more options to stay active and motivated, plus immersive guided Meditation experiences that are approachable for all and easy to fit into your day,” declared Apple Fitness Technologies Senior Director Jay Blahnik. “With new ways to work out together or alone – and coming to more countries later this year – we can’t wait to welcome even more people to experience Fitness+.”

TechRadar observes that the Pilates workout sessions found in Apple Fitness+ is a key component that Fitbit Premium users can’t access. Mindfulness classes, with the help of New Age guru Deepak Chopra, are a part of Fitbit’s repertoire. Still, Fitbit notes that Apple’s name alone could attract big name celebrities from the spiritual world, much less from the overall health, fitness and wellness terrains.

The attractive options provided by Apple Fitness+ are already being touted as the “slickest online fitness service there is.” But, according to T3 magazine, it could be an even bigger threat with a complementary exercise bike, or to just outright buy the Peloton brand itself.

“Peloton also does some a bike and a treadmill – perhaps you’ve heard of them? – which takes the game to a whole other level. Why doesn’t Apple do that,” writes T3 journalist Duncan Bell.

Apple Fitness+ is coming at a time where Peloton’s brand name is tied to a number of controversies, including the ongoing safety concerns behind the Peloton Tread. As previously reported by Athletech News, the exercise treadmill was offered at the massively discounted price of $2,495 in late August. New software and hardware safety features were also added to the Peloton Tread. All of these changes followed a recall of Tread and Tread Plus machines in May. Around 125,000 Tread Plus products were recalled after the death of a child sparked questions regarding the safety of the treadmill.  

The Wall Street Journal also published an article in early September to shed light on what appears to be the purported downfall of Peloton, from being a hot commodity in the eyes of investors to an alleged nightmare.

“Peloton is a different company then the one investors bought two years ago in its public offering, and not necessarily a better one,” writes Wall Street Journal’s Laura Forman.

The post Can Apple Fitness+ Take Over Fitbit Premium, Peloton? appeared first on Athletech News.

Horror movie lovers tend to love this time of year as Halloween approaches and evenings consist of watching spooky films. This year, one lucky fan will get a chance to get paid to do just that. Fitbit is partnering with FinanceBuzz, an informational website, to find a Horror Heart Rate Analyst to watch scary movies. Analysts will be compensated $1300 to view 13 scary movies as FinanceBuzz conducts research. The website is interested to see if there is a correlation between a horror movie budget and the impact on a viewer’s heart.

In addition to being paid, the Horror Heart Rate Analyst will receive a Fitbit to record their heart rate as they view various horror films ranging from low to high-budget. The viewing list includes Saw, The Blair Witch Project, and Get Out. 

While wearable tech is typically used for fitness and activity purposes, Fitbit’s involvement in the FinanceBuzz study is intriguing. The upcoming horror movie study shows that such digital devices can be utilized in non-traditional methods, besides athletic performance and health. Fitbit crossing genres into data collection for films suggests that the potential for wearables is endless. 

Using PurePulse, which includes 50 patents, Fitbit uses light to measure blood flow. The sensor tracks light absorption, which represents each beat of the heart and will provide data on a user’s heart rate per minute. 

Fitbit said they were happy to be selected for FinanceBuzz’s study, telling Athletech News, “We’re pleased they chose Fitbit, and we’re looking forward to seeing the results!”

Applications to become a Horror Heart Rate Analyst are due by September 26th. Participants must be at least 18.

According to global research company Gartner, wearable devices will total $81.5 billion by the end of 2021, an 18.1% increase since 2020. The demand for wearables is believed to be a result of remote work and an increased interest in health and well-being.

The post Fitbit to Help Conduct Horror Movie Heart Rate Study appeared first on Athletech News.

Halle Berry Sweaty Betty collab!

Halle Berry Unveils New Workout Apparel
Apparel | Rolling Out | May 30, 2021

Athletech’s Take on Halle Berry Sweaty Betty Collab:
Oscar-winning actress Halle Berry is one more celebrity to enter the fitness apparel business. Her recent release includes a 22-piece collection in partnership with global fitness and lifestyle brand Sweaty Betty. The Halle Berry Sweaty Betty collab line is called the rē∙spin Edit, which was inspired by boxing and Japanese jiu-jitsu. Last year Berry created a digital health and wellness community called rē∙spin as an accessible resource for conversation, connection and discovery. According to rē∙spin’s website, Berry’s wellness road began when she was diagnosed with diabetes at 22 years old and started to make lifestyle changes.

Fitbit Preparing Snore and Noise Detection, and “Your sleep animal”
Tech | 9to5 Google | May 27, 2021

Athletech’s Take:
According to sources, the latest version of the Fitbit app will now include a “Snore & Noise Detect” feature which will use the on-device microphone of one’s Fitbit to analyze snores and noise levels during sleep. Interesting to note, as of now Fitbit has no way to know who is snoring, so if you have a partner who snores, theirs will be detected as well. An additional feature being worked on is “Your sleep animal.” With this feature users are assigned profiles based on their sleep patterns such as “The Tortoise” for a solid sleeper and “The Bear” for a restless sleeper. 

Investors are Looking for the Next Peloton, and Indoor-Rowing Brands like Ergatta, CityRow, and Hydrow are Competing to be the Next At-home Fitness Hit
Finance | Insider | May 26, 2021

Athletech’s Take:
The rise in the number of rowing companies such as Hydrow and Ergatta point to increased demand for alternative forms of at-home exercise, which has also prompted an increase in funding in categories like boxing, climbing, and weight-lifting. As rowing machines gain in popularity and take additional market share, it comes as no surprise that industry leaders are looking to invest. Peloton has long been rumored to be rolling out a connected rower of its own. According to Hydrow CEO Bruce Smith, consumers are increasingly gravitating toward rowing because it’s an efficient total-body workout that engages an estimated 86% of muscles compared to 44% when cycling. Now the challenge is making room for the bike, tread… and a rower!

Is The Physical Gym Business Model Broken?
Finance | PYMNTS | May 26, 2021

Athletech’s Take:
The question continues to be debated: will gym members return to the gym? This article argues that the traditional gym was not built for “customer success.” The data backs this up. In 2019 (the last “normal” year of gym attendance) more than 62.5 million gym members visited the gym 104 days per year, while only about 18 percent of members went to the gym consistently. Out of those who actively used their gym membership, 49.9 percent used the gym at least twice a week, while 24.2 percent made it at least once a week. According to Moawia Eldeeb, co-founder and CEO of connected fitness company Tempo, he believes gym owners and operators are overlooking the harsh reality that their business model was and is built on a broken model. 

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This soon-to-be-over week was yet another happening one in the worlds of fitness as well as fitness tech and fitness finance. We saw Fitbit Luxe Tracker being announced, virtual fitness instructors being discussed as music’s newest influencers, a former Equinox instructor building her own business and a tour taking place inside Life Time’s latest New York City location.

Without further ado, here are our takes on the week’s happenings.

Fitbit launches new fashion forward Fitbit Luxe tracker, its first under Google
Product | Yahoo Finance | Apr. 19, 2021

Athletech’s Take: 
Fitbit announced its first new product as an official part of Google’s Alphabet (Google acquired the company for $2.1B in January). At $149, the Fitbit Luxe is a tracker with a built-in, color display designed to look like a piece of jewelry rather than a fitness band. Fitbit, like with other wearable tech, is trying to make their products desirable to wear everyday. Available in three colors — gold, platinum, and matte graphite — the tracker is compatible with various accessories including jewelry-like bangles. And beyond the usual heart rate monitor and sleep tracking Fitbit devices are known for, Fitbit is adding a host of mental wellness options including 200 mindfulness sessions from brands like Aaptiv, Aura, and Deepak Chopra’s Mindful Method. In terms of whether we want to wear it, we need to see it in real life to decide!

Are Virtual Fitness Instructors Becoming Music’s Newest Influencers?
Business | Music Business Worldwide | Apr. 20, 2021

Athletech’s Take: 
Without a doubt music is an integral part of any digital fitness programming. Tony Calandra, Peloton’s VP of Global Music Supervision & Programming, highlights the value of music in programming as well as the importance of providing instructors the ability to curate and choose their playlists. He explains it as “almost like 35 radio stations,” where instructors can create their unique brand with their own music genres. For fitness, music isn’t about listening, it’s about experiencing he believes. We agree. For both larger established fitness companies like Peloton as well as smaller players, being able to access content is a critical requirement. Companies like Tuned Global, a B2B music company working closely with the global fitness sector, are working to ensure that instructors are able to access and stream the music they need and want to create the ultimate workout experience for their followers. 

How this fitness instructor set up her own virtual fitness biz after quitting her job at Equinox
Fitness | Insider | Apr. 21, 2021

Athletech’s Take: 
Jenn Blackburn, who was a general manager at an Equinox in the Washington, D.C. area, knew she had to make some major changes when the pandemic hit. Not only did she have to care for her five children now on at-home schooling, she also needed to maintain her income. Blackburn shares with Insider and the fitness community four key takeaways that enabled her to become a successful virtual fitness instructor. They include: transforming your space to create a designated training space, finding the correct streaming partner (she ended up leveraging Moxie, an emerging platform that virtually connects independent trainers with consumers), optimizing your schedule and leaning hard into digital to help you with all aspects of your business.

A Tour Inside the Post-pandemic Gym
Fitness | Fortune | Apr. 21, 2021

Athletech’s Take: 
It is a complex time to open a business right now– no less a fitness establishment. But Life Time, a chain of health clubs in the United States and Canada, recently opened a brand new location in New York’s Flatiron District. Primed to be a cutting edge, ultra-luxe health and fitness destination, the latest location features an expansive fitness floor outfitted with the latest state-of-the-art equipment including more than 110 new cardio and strength machines from Technogym. The center also boasts a cedarwood sauna with Himalayan salt wall lamps, spacious dressing rooms, indoor salt water lap pool, teakwood showers, radiant heat panels in the yoga studio, and more. 

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As expected, Google has completed its acquisition of Fitbit for $2.1 billion. Regulators in the U.S. are still probing for antitrust and regulatory violations, but Fitbit President and CEO James Park still sent out an email to users of the company’s step-tracking fitness monitors announcing, “I’m writing today to let you know that Fitbit is now officially part of Google.”

Google (or more specifically Google’s parent company, Alphabet) declared its intention to purchase Fitbit in November. Weeks later, the U.S. Justice Department announced it was investigating the deal to determine if it broke any anti-trust laws. Google owns and controls a wealth of data on user behaviors and Fitbit would add to it a trove on how its users exercise, sleep and travel day today.

The European Union’s regulatory arm, the European Commission, also probed the deal, more concerned about privacy. The Commission agreed to allow it after some guarantees; Google says it won’t use Fitbit data to generate targeted advertising for users in the E.U.

U.S. regulators said they aren’t finished with the deal. It’s apparently rare for such a large deal to conclude with a probe looming. Google’s actions are pretty brazen, considering that, at present, the Justice Department is suing the company for alleged violation of antitrust laws.

Google may be betting that they will get less resistance from the Justice Department under President-elect Joe Biden, who takes office next week. President Donald Trump often lashed out at “big tech” for perceived bias against conservatives and threatened action.

Or Google may be anxious to join the ballooning market for health wearables, as competitors like Apple and Samsung make inroads into the market and foster customer familiarity and brand loyalty with their systems.

The deal will transfer to Google the 10 percent of the global wearables market now owned by Fitbit. Founded in 2007, Fitbit pioneered the market for fitness trackers, introducing many users to the idea of tracking their steps and tallying them to compete with friends. According the company, it amassed 28 million users and sold more than 100 devices.

Meanwhile, Google’s efforts in the wearable market have been awkward. In 2014, it began its Android Wear line, which never quite became a hot name. Google also allowed outside companies to license its iOS mobile phone operating system, so legacy watch-makers of the wild-up era, like Fossil, could make smart watches that paired with Google-run devices and accounts. And it allowed its own watches to interact with other mobile phone systems. If you’re confused, well… so were some consumers, who dubbed Google’s smart watch apparatus an unsatisfying mismatch of systems.

Fitbit will give Google a sturdier base from which to expand into the wearable market.

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European Union regulators opened an in-depth investigation Tuesday into Google’s plan to buy fitness tracking device maker Fitbit.

The EU’s executive commission said it was concerned the deal would entrench the U.S. tech giant’s position in the online ad market by “increasing the already vast amount of data” the company uses to personalize ads… READ MORE @ ABC NEWS

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All of these feed a digital-advertising business that generated $135 billion of sales last year. Do we really want to add Fitbit’s fitness tracking to its armory?… READ MORE @ Bloomberg Quint

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Fitbit makes fitness-tracking watches that monitor the wearer’s heart rate and activity levels.

A group of 20 consumer groups and privacy advocates have called for Google’s takeover to be blocked.

Google said it would not use Fitbit data to target advertising and would be “transparent” about the data gathered… READ MORE @ BBC

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The Australian Competition and Consumer Commission (ACCC) is the first regulator to voice concerns about the deal in a preliminary decision on Thursday. The Alphabet Inc <GOOGL.O>-owned tech giant is already at loggerheads with the Australian government over planned new rules about how internet companies use personal information.

“Buying Fitbit will allow Google to build an even more comprehensive set of user data, further cementing its position and raising barriers to entry to potential rivals,” ACCC Chairman Rod Sims said on Thursday. “User data available to Google has made it so valuable to advertisers that it faces only limited competition.”… READ MORE @ Yahoo

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Fitbit (NYSE: FIT) today announced a new Ready for Work solution to help employers with the unprecedented challenge of returning to the workplace during the COVID-19 pandemic. Fitbit’s Ready for Work solution gives employees access to key health metrics from their Fitbit device along with exposure, symptom and temperature logging, all within an easy-to-use Daily Check-In feature that provides employees with guidance on whether to go into the workplace. Daily reporting and analytics enable employers to quickly assess and monitor workplace health and safety and provide support for employees. The solution is available through Fitbit Health Solutions and aims to help employees and employers combat workplace spread of COVID-19 and return to work safely, confidently, and in good health.

“For more than 13 years, Fitbit has been working with employers to provide accessible and engaging solutions for employees to improve their health. As workplaces start to reopen, we have an opportunity to help employees better track their health and make informed decisions about whether or not to go to work,” said Amy McDonough, General Manager and Senior Vice President for Fitbit Health Solutions. “Early action is key to protecting the workforce and the workplace. Ready for Work enables employees to view trends in their Fitbit-tracked health metrics next to self-reported symptoms so they can assess their health and readiness for work from home.”

A More Complete View of Health

COVID-19 is a complex illness that people may spread without displaying symptoms, making it difficult to rely on a symptom check or a temperature screening alone to understand who might be contagious. The CDC recently estimated 40 percent of coronavirus transmission is occurring before the onset of symptoms. Early research shows that resting heart rate data and other key health indicators from wearables have the potential to identify flu-like illness before symptoms emerge.

Unlike onsite temperature checks or screenings, Fitbit’s Ready for Work solution provides a continuous, more complete picture of an individual’s health. The Daily Check-In feature highlights for employees changes in their resting heart rate, heart rate variability and breathing rate alongside self-reported symptoms, temperature, and COVID-19 exposure. Based on these factors, the solution provides the employee with daily guidance to help them decide whether to go to work or stay home.

“Wearable devices are powerful because they measure nuances in biometrics potentially indicating the onset of illness that cannot be detected during a regular physician office visit,” said Dr. Michael Snyder, Director of Stanford’s Center for Genomics and Personalized Medicine. “When measuring heart rate, even an increase of two heartbeats per minute could be indicative of a significant immune system response, which is why wearable devices can be important tools in assessing the overall health of employees as they prepare to return to work, especially when evaluating pre-symptomatic and asymptomatic cases of COVID-19.”

Supporting Employees During a Time of Transition and Beyond

According to a recent Kaiser Family Foundation poll, more than half of US adults surveyed reported that worry or stress related to the COVID-19 outbreak has led to at least one negative mental health effect. Transitioning back to the workplace is likely to further contribute to this stress. Supporting employees through COVID-19 requires an approach that provides ongoing mental health and wellness support whether individuals are working at home or onsite.

As part of Fitbit’s offering, employees will have access to Fitbit Care’s full suite of services, including weekly webinars, podcasts, videos and other content from Fitbit health coaches to help employees learn strategies for adjusting to new routines and coping with change. Employers can offer their employees the opportunity to enroll in Fitbit Health Coaching and work with a Fitbit health coach to understand how stress is affecting them and access resources and guidance to support their ongoing mental health needs beyond this transitional return to work period.

Fitbit’s Ready for Work solution builds on the Fitbit Care platform, which focuses on driving lasting behavior change. Fitbit Care supports employees by providing health insights and guidance via Fitbit Premium, personalized health coaching, Fitbit Challenges, mindfulness tools and content to motivate and help employees reach their health goals.

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