Google’s screen-free Fitbit Air’s pricing leaks ahead of launch, could undercut Whoop

According to 9to5Google, the ‘Fitbit Air’ branding reflects a thinner, all-day wearable design. Separately, pricing details reported by Droid Life suggest the band could be priced at around USD 99 (around Rs 9,300). That positions it differently from rivals like Whoop, which operates on a membership model where the hardware is included, but plans typically start at around USD 199 (around Rs 20,000 in India) per year and can go higher depending on the tier.

Google Fitbit Air pricing and release details

The reported USD 99 price is central to Google’s approach. Instead of bundling everything into a single subscription, the Fitbit Air is expected to split hardware and services. The band would be sold upfront, with an optional subscription layer for deeper insights. This follows earlier reports that Google is building a hybrid model combining hardware sales with paid software features.

That subscription, currently known as Fitbit Premium, is expected to be rebranded as ‘Google Health,’ according to 9to5Google. Pricing for Fitbit Premium today sits around USD 10 per month or roughly USD 80 per year, which provides a baseline for what Google could charge going forward. Even with a paid layer added, the total cost would likely remain below Whoop’s annual membership pricing, especially for users who choose not to subscribe immediately.

Fitbit Air design and features

The Fitbit Air is expected to skip the display entirely, relying on a companion app for all data and insights. This aligns it with devices like Oura Ring and Whoop’s band, both of which focus on continuous tracking rather than on-device interaction. The “Air” branding likely reflects a lighter, more minimal design built for all-day wear. Early teasers, including appearances on Stephen Curry, show a slim band with a fabric-style strap and metal clasp.

Leaks also point to multiple colour options, including Obsidian, Lavender, and Berry, along with interchangeable bands across different materials. It’s not clear which band will come bundled with the device, but the following variants are likely to be sold separately:

• Performance Loop: Obsidian, Fog, Lavender, Berry
• Active Band (Small, Large): Obsidian, Fog, Berry, Lavender
• Elevated SoftFlex: Obsidian, Moonstone, Porcelain
• Metal Mesh: Silver, Warm Gold

On the software side, reports indicate that features like a “Google Health Coach” will build on Fitbit’s existing AI-driven insights, but under Google’s broader branding.

Screen-less fitness trackers are still a relatively small but growing category. Whoop focuses on recovery and performance analytics through a subscription-first model, while players like Oura target users who want minimal, unobtrusive wearables. Google’s approach looks more flexible. A lower upfront price reduces the barrier to entry, while the optional subscription model gives users control over long-term costs. If the leaked pricing holds, the Fitbit Air could make screen-less fitness tracking more accessible, and put pressure on a category that has so far relied on subscriptions.