Google Eyes Screenless Fitbit Band, Teased by Stephen Curry

Google appears to be preparing a fresh entry in the fitness wearables space with a unique twist. According to a recent report by a famous publication, the company is developing a new Fitbit-branded fitness band that may not include a screen at all. The device is expected to launch later this year and is positioned to rival subscription-driven fitness platforms like Whoop and Oura.

The upcoming wearable has already generated buzz, thanks in part to basketball star Stephen Curry. Serving as a “Performance Advisor” for Google, Curry recently shared a short teaser video on Instagram. The 15-second clip features glimpses of him playing basketball while wearing a gray-and-orange band on his wrist. Text in the video reads, “A new relationship with your health coming soon,” before ending with the Google logo, hinting at the product’s imminent arrival.

Google acknowledged Curry’s involvement in a statement to Engadget, saying, “Our Performance Advisor has been working with the team to cook up something special. More to share soon.” While the company has not officially confirmed details, the teaser suggests a strong focus on performance tracking and athlete-grade insights.

What sets this device apart is its reported lack of a display, a design choice that aligns with competitors like Whoop, which prioritise continuous health monitoring over on-device interaction. Instead of relying on a screen, the Fitbit band is expected to sync with a smartphone app, where users can access detailed analytics and insights.

A famous publication report also indicates that Google may adopt a hybrid business model. While users will need to purchase the hardware, many advanced features could be locked behind a paid subscription. This approach mirrors the strategy used by Whoop, whose entire service revolves around a subscription plan offering in-depth health data and coaching.

The new band is likely to debut alongside an upgraded Fitbit app experience, including an AI-powered personal health coach. This feature has been in public preview since October and is designed to provide personalised recommendations based on user data. The revamped app is also expected to include expanded tools for tracking cycle health, mental well-being, nutrition, and hydration.

Google’s renewed push into fitness technology comes at a time when the market is becoming increasingly competitive. Companies like Whoop have recently secured significant funding, with the firm announcing a $575 million investment round that values it at $10.1 billion. Meanwhile, Oura continues to gain traction with its smart ring, appealing to users seeking discreet, data-driven health tracking.

Google acquired Fitbit in January 2021 for $2.1 billion, marking its serious entry into the wearable health segment. With this upcoming screenless band, the company seems to be doubling down on innovation, aiming to blend hardware, software, and AI into a cohesive health ecosystem.

While official specifications and pricing details remain under wraps, the combination of celebrity endorsement, AI integration, and a subscription-based model suggests Google is targeting users who want deeper insights into their health without the distractions of a traditional screen.