Top 9 Fitbit Competitors & Alternatives in 2026

Updated on 12/24/2025

Find more companies/brands/products like Fitbit. We've shortlisted leading alternatives and mapped their strengths, pricing, and go-to-market focus.

Fitbit

Best for consumers

Est. 2007 • 1k+ employees • Public (NASDAQ:GOOGL)

Fitbit is a consumer health and fitness brand owned by Google that offers wearable activity trackers and smartwatches plus an app and subscription service for tracking exercise, sleep, and overall wellness.

Owned by Google

Starts at $9.99 / user / month

Has a free trial

Competitors

#1

Apple Inc.

Best for consumers
Est. 1976 • 1k+ employees • Public (NASDAQ:AAPL)

Apple Inc. is an American multinational technology company that designs, manufactures, and sells consumer electronics, software, and digital services worldwide.

Owns Beats by Dre
#2

Garmin

Best for consumers
Est. 1989 • 1k+ employees • Public (NYSE:GRMN)

Garmin is a multinational technology company that designs, manufactures, and sells GPS-enabled devices, wearables, and navigation solutions for fitness, outdoor recreation, automotive, marine, and aviation markets.

Starts at $79.99
#3

Samsung Electronics

Best for consumers
Est. 1969 • 1k+ employees • Public (KRX:005930)

South Korean multinational electronics company that designs and manufactures consumer electronics, semiconductors, and home appliances.

Owns Harman International
#4

Google Store

Best for consumers
Est. 2015 • 1k+ employees • Private

Google Store is an online and physical retail storefront operated by Google that sells Pixel devices, Nest smart home products, Fitbit wearables, and related accessories.
#5

WHOOP

Best for consumers
Est. 2012 • 201-1k employees • Private

WHOOP is a Boston-based wearable health technology company that sells a subscription-based wrist/strap device and app for continuous monitoring of sleep, recovery, strain, and other health metrics.

Starts at $199 / per user / year

Has a free trial
ChampSignal

Best for SMBs
Est. 2025 • 1 employee • Private

Get the insights your competitors don't want you to have. ChampSignal discovers, monitors, and analyzes your competitors. Like having a full-time competitive intelligence analyst.

Starts at $39 / month

Has a free trial

Generate My Report
#6

Oura Ring

Best for consumers
Est. 2013 • 201-1k employees • Private

A smart ring wearable that continuously tracks sleep, recovery, activity, heart and temperature metrics and pairs with the Oura app for personalized health insights.

Starts at $349
#7

Amazfit

Best for consumers
Est. 2015 • 201-1k employees • Private

Amazfit is a global consumer brand of smartwatches, fitness trackers, and other health-focused wearables owned by Zepp Health.

Starts at $9.99 / device
#8

Xiaomi

Best for consumers
Est. 2010 • 1k+ employees • Public (HKEX:1810)

Xiaomi is a Chinese consumer electronics and smart manufacturing company that designs and sells smartphones, IoT devices, and other connected hardware worldwide.
#9

Polar

Best for consumers
Est. 1977 • 1k+ employees • Private

Polar is a Finnish private company that develops and sells heart rate monitors, sports watches, and related fitness and training technology.

Starts at $69.9 / device / other

Market overlap

Asymmetric competition means that Fitbit is a competitor of these companies, but they are not necessarily competitors of Fitbit.

Oùra

Best for consumers
Est. 2005 • 11-50 employees • Private

Oùra is the regional multimodal mobility service and smart card program of Auvergne-Rhône-Alpes in France, offering a unified transport card, journey planner, and online ticketing for public transport users.

Starts at $6 / card
ChampSignal

Best for SMBs
Est. 2025 • 1 employee • Private

Get the insights your competitors don't want you to have. ChampSignal discovers, monitors, and analyzes your competitors. Like having a full-time competitive intelligence analyst.

Starts at $39 / month

Has a free trial

Generate My Report

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