Exercise Professionals - FitBit's new premium model looks to utilise data to provide 'more personalised service'...
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09 Sep 2019

FitBit's new premium model looks to utilise data to provide 'more personalised service'
BY Tom Walker

The paid subscription service will use tracking data on a range of metrics

The paid subscription service will use tracking data on a range of metrics

Wearable tech giant FitBit has launched a premium service which will utilise users' own data in order to provide them with personalised wellness programmes.

The paid subscription service will use tracking data on a range of metrics – from fitness and diet to sleep patterns – and offer "actionable guidance and coaching" to nudge users to undertake beneficial behaviour changes.

"Fitbit Premium will evolve with you and get smarter over time, delivering the support and guidance you need to help you achieve your health goals,” said James Park, co-founder and CEO of Fitbit.

At launch, the new premium service will feature nine guided health and fitness programmes aimed at making it easier for users to increase their physical activity, manage nutrition, get more sleep and create lasting healthy habits. The programmes will include actionable coaching, daily tips and tricks, structured workout plans, relaxation tools, recipe suggestions and educational content.

Additional activity, sleep and nutrition programmes will be launched by the end of the year.

In addition to the guided programmes and advanced insights, the premium membership will provide subscribers with thousands of video and audio workouts from personal trainers in the Fitbit Coach app.

The workouts on the premium service will be personalised to the user, based on their goals and feedback.

"The more feedback you give, the smarter these workouts will become with new and relevant sessions tailored to and recommended for you," Park added.

Fitbit Premium will start rolling out in September 2019 at US$9.99 per month – or US$79.99 per year – in the US and at £7.99 per month in the UK.

Park said the company will be exploring promotional pricing and product bundle offers and will continue to expand upon and refine Premium based on customer feedback.



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