Fitbit is soon approaching its 20th anniversary, but instead of doubling down and announcing new features, the brand could undergo a massive identity shift. According to new information, Google is prepping to sunset Fitbit Premium for a new and unified premium subscription called Google Health Premium.
Fitbit could Now Be Synonymous with Hardware
First spotted by Android Authority, an unfamiliar add-on appeared when reviewing a Pixel Watch 4 in an international Google Store cart. Instead of the standard Fitbit Premium prompt, the checkout page offered a "Google Health Premium".
The listing also had a brand-new logo, which appears to be a heart with watercolour-like colours consisting of the signature Google colours – Blue, Green, Yellow and Red. Blue takes up the most space in the icon, with Green and Yellow slightly visible at the back, followed by Red, which is the second most dominant colour in the logo.
The visual shift indicates Google's intent to fully integrate the software with its own first-party app theming. Besides, the rebrand couldn't be just a storefront error. Screenshots of subscription costs show that the new subscription is nestled into the existing Fitbit Premium backend.
Apart from the new branding leak, the images also point to an increase in pricing for the annual tier, though the final pricing remains unconfirmed. All things considered, while Fitbit fans may mourn the loss of the brand, this rebranding makes perfect sense for Google, which has found no two ways about the branding, since Pixel Watches heavily rely on Fitbit's backend.
As for what this means for the Fitbit brand, it's not joining the Google Graveyard yet. Industry insiders have pointed to Google retaining the Fitbit name to represent its hardware lineup. In fact, Google could soon launch Fitbit Air, a Whoop competitor.
We expect more details about the rebranding to surface during the upcoming Google I/O 2026 on May 19, 2026. Until then, stay tuned.
