Google May Get Rid of The Fitbit Brand Entirely

Google may be preparing changes to the Fitbit brand, based on new references spotted in app stores and software listings.

There has been no official announcement, but recent findings have led to speculation that Google could move Fitbit’s software services under a broader Google Health identity.

Users in some markets, mainly in Europe, reported seeing “Google Health Premium” listed on the Google Play Store when purchasing Pixel Watch or Fitbit devices.

The references have led to suggestions that Google may rebrand Fitbit Premium and related services.

A reported new Google Health logo has also appeared online. It is described as a paint-stroke heart icon using Google’s gradient color style.

An Apple App Store listing reportedly showed in-app purchase options under the Google Health Premium name. The listed pricing was said to match current Fitbit Premium subscription pricing.

Some of the early references have since been removed from app stores, making it unclear whether the branding change is final or still under testing.

The reported listings suggest Google Health Premium or Fitbit Premium may remain separate from Google One and Google AI subscription bundles.

At present, Fitbit Premium is included as a perk in some Google subscription offerings in the UK, though broader expansion has not been confirmed.

The Fitbit name may remain on hardware products. Reports suggest Google’s next screen-free fitness tracker could launch as the Google Fitbit Air rather than under the Pixel brand.

If accurate, that would indicate Google may keep Fitbit branding for devices while changing the software and subscription side of the business.

Google has not publicly confirmed any rebranding plans. For now, the app store references and product naming leaks remain unofficial, but they have renewed questions about the long-term future of the Fitbit name.