Analyze the state of Fitbit to understand the values the brand offers, then give key recommendations on the route the company should take for the future.

What We Found

Fitbit continues to lead the fitness wearables category, but Smartwatch growth is cutting into the sales of the market. While adapting to this trend, Fitbit will also need to promote the benefits of having a fitness wearable. 

Analysis Tools

• SWOT Analysis

• Competitive Roadmap

• Porter's Five Forces

• Survey

• Perception Map


Since the brand is openly accepted by consumers of all fitness levels, Fitbit has the opportunity to team up with medical companies to better track health data. 


Surabhi Batra: Brand Manager

Ben Patty: Brand Manager

George Zeigler: Brand Manager