Whoop’s rivals heating up
Google is reportedly preparing a screenless Fitbit device designed to compete with Whoop and Oura as the market for recovery‑focused bands gets more crowded. The Australian Financial Review broke the report, noting Google aims the device at Whoop’s core use case—continuous recovery and strain tracking—rather than a traditional smartwatch display. The move signals major tech players are pursuing screenless wearables focused on recovery and sleep analytics. (afr.com)
Google is reportedly developing a screenless Fitbit band aimed at the same recovery-tracking niche that made Whoop and Oura popular. (afr.com) The Australian Financial Review reported the device would skip a display and focus on continuous measurements such as recovery, strain, and sleep. The report said Google is positioning it around Fitbit rather than the Pixel Watch line. (afr.com) That would put Google into a category built around passive tracking: sensors collect heart rate, movement, temperature, and related signals all day, then software turns them into scores about readiness and rest. Whoop’s own pitch centers on “sleep, strain, stress, and heart health,” while Oura sells a ring built around sleep, activity, stress, and broader health insights. (whoop.com) (ouraring.com) The timing follows new hardware from the companies Google would be chasing. Whoop introduced Whoop 5.0 and Whoop MG on May 8, 2025, with a smaller design, 14-day battery life, and features including electrocardiogram screening and blood pressure insights. (whoop.com) Oura has also refreshed its lineup with Oura Ring 4, which the company says uses “Smart Sensing” and tracks continuous biometrics including resting heart rate, heart rate variability, temperature trends, and sleep stages. Oura’s store says Ring 4 is its current flagship ring. (ouraring.com 1) (ouraring.com 2) Google’s current public Fitbit lineup still centers on trackers and watches sold through the Google Store, while its smartwatch push sits with the Pixel Watch family. The United States Google Store currently lists Fitbit trackers alongside the Pixel Watch 4 and older Pixel Watch models. (store.google.com 1) (store.google.com 2) A screenless Fitbit would mark a different bet from the usual smartwatch formula of notifications, apps, and a bright display on the wrist. It would instead chase the part of the wearables market where the hardware stays out of the way and the subscription, scores, and coaching do more of the work. (afr.com) (whoop.com) For Google, the question is whether Fitbit becomes a watch brand, a band brand, or both. The report suggests the company is preparing to test that answer in the same low-profile, always-on lane that Whoop and Oura now define. (afr.com)
