Apple Watch owns the consumer fitness space. Whoop owns the serious athlete segment. Google wants to compete in that second category, and the company has been working on a screen-less Fitbit fitness band aimed directly at Whoop’s user base.
NBA champion Steph Curry surfaced on social media this week, teasing the device, saying it will change how people think about their health. Google also confirmed to Bloomberg that Curry has been involved in the product’s development, with a formal reveal coming soon.
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From what’s visible so far, the band has a knitted gray design with orange lining, and the resemblance to Whoop’s current hardware is hard to miss. The pricing model, though, works differently.
Whoop folds the hardware cost into its subscription fee. Google plans to sell the device separately and layer a paid subscription on top for access to advanced features.
Can Fitbit’s AI health coach help it stand out?
The band is only part of what Google is building here. Paired with it is an AI health coach built into a redesigned Fitbit app, which has been available in public preview since October 2025 for eligible Fitbit Premium users in the US.
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The coach covers several areas in one place. You can ask it to put together a workout you can do in a hotel room, find out why your sleep left you drained, or see how your cardio activity is affecting your recovery. It pulls from your biometric history over time, so the guidance it gives you gets more specific to your patterns the longer you use it.
You can also use it to prepare questions before a doctor’s appointment. The feature puts Google in a similar category to Copilot Health and Perplexity Health, both of which Microsoft and Perplexity launched within the past few weeks.
Is Whoop at risk?
Whoop isn’t a company Google can easily muscle out. It just raised $575 million and is valued at $10.1 billion, and its brand is visible on the wrists of top athletes across football, cricket, basketball, and beyond. That kind of presence takes years to build.
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Google comes in with its own strengths. It has an existing ecosystem, broad brand recognition, and Gemini handling the AI layer underneath. But name recognition in consumer tech doesn’t automatically translate to credibility in the athletic space.
To compete where Whoop is strongest, Google will need its own roster of sports partnerships, the kind that put the product in front of the audiences who take their training seriously.
