Fitbit Revenue and Usage Statistics (2023)

David Curry

Updated: January 9, 2023

Taking inspiration from the tracking sensors in the iPhone, James Park and Eric Friedman founded Fitbit in 2007, with the aim of putting the sensors in a smaller package.

Fitbit spent the first two years ramping up production to meet demand. They originally launched at TechCrunch 50 conference in 2008 expecting 50 pre-orders, but came away with more than 2,000. 

By 2011, Fitbit was a national brand in the US, available in Best Buy and Walmart. It commanded a hefty lead over all other fitness trackers, which it held until the launch of smartwatches and an influx of cheaper brands from China. 

With every Bluetooth update, Fitbit enabled more health and fitness tracking. In 2013, Fitbit launched a fitness tracker with a heart-rate sensor, and has since added new sensors to track EDA, temperature, sleep and menstrual cycle. 

Fitbit went public in June 2015, surging from a $4 billion company to $9.7 billion by 2015. This was the height of wearable hype, as Apple launched the first Watch and Pebble launched a second Kickstarter, reaching $20 million. 

Fitbit would acquire Pebble in 2017 for $23 million, a sign that some of the spark had left the wearables market. More than $8 billion had been shaved off Fitbit’s market cap by 2017, as Apple and Xiaomi overtook Fitbit. 

Fitbit entered the smartwatch market late. Like most market leaders, the company originally called the smartwatch a different product type, only to slowly realise many of its customers were happy to ditch a fitness tracker for a feature-packed smartwatch. 

Fitbit has added more active users every year, even as its lost market share and revenue. In 2019, it counted 29 million active users on its platform, which accounts for about a quarter of the company’s total fitness tracker sales. 

In the past few years, Fitbit has attempted to build an Apple Watch competitor, with the ability to make payments and respond to messages. However, it remains geared towards fitness and health, while Apple and Samsung have been able to broaden their market to other types of customers. 

In 2019, Alphabet announced its intention to acquire Fitbit for $2.1 billion. It was completed in January 2021. 

Google has not been great at handling its hardware acquisitions. Motorola suffered catastrophic market share loss under the search giant, and the internal affairs of Nest under Google ownership have been thoroughly detailed. It’s likely Google will retain the brand, at least in the short-term, while merging the team into the hardware division.

We have collected data and statistics on Fitbit. Read on below to find out more.

Fitbit key statistics

  • Fitbit made an estimated $1.21 billion revenue in 2021, a 7% increase on the year prior
  • Fitbit sold 10.6 million units in 2020, a 31 percent decrease year-on-year
  • Over 31 million people use Fitbit once a week

Fitbit overview

TitleTitle 2
Launch date26 March 2007
HQSan Francisco, California
PeopleJames Park (CEO), Eric Friedman (CTO), Sundar Pichai (Alphabet CEO)
Business typeSubsidiary
Parent companyAlphabet
IndustryHealth & fitness

Fitbit revenue

We estimate that Fitbit generated $1.21 billion revenue in 2021. The value is estimated, as Google does not break out Fitbit revenue.

Fitbit annual revenue 2014 to 2021 ($bn)

YearRevenue ($bn)

Source: Company data

Fitbit users

Fitbit had 31 million active users in 2020, an increase of 4% on the previous year.

Fitbit monthly active users 2014 to 2021 (mm)

YearUsers (mm)

Note: Active Fitbit users use their device once a week. Source: Company data

Fitbit registered users

Fitbit had 111 million registered users as of 2021, adding 13 million in the year.

Fitbit registered users 2014 to 2021 (mm)

YearRegistered users (mm)

Source: Company data

Fitbit device sales

Like revenue, Google does not disclose Fitbit device sales. 2021 value is an estimate.

Fitbit annual device sales 2014 to 2021 (mm)

YearDevice sales (mm)

Source: Company data

Fitbit valuation

Fitbit was last valued at $2.1 billion by Google when it acquired the company in 2019.

Fitbit valuation 2013 to 2019 ($bn)

YearValuation ($bn)

Sources: FT, Macro Trends, TechCrunch

Fitbit usage vs competitors

Fitbit FAQ

How many Fitbit users use groups?

Over 4.7 million Fitbit users are active in at least one group

How many steps have Fitbit users taken?

Fitbit users have taken over 75 trillion steps (Fitbit)

How much did Google pay for Fitbit?

Google acquired Fitbit for $2.1 billion

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