Fitbit Announces Leading Sales Across Digital Fitness Category for Full Body Activity Trackers

NPD data confirms Fitbit responsible for 67 percent of total units sold in category during previous 52 weeks, ending Christmas 2013 (Dec 21)

SAN FRANCISCO--()--Fitbit, Inc., today announced new data from The NPD Group revealing that Fitbit® dominates the Full Body Activity Tracker category. Drawn from NPD’s Retail Tracking Service, the first-ever data covering NPD’s Full Body Activity Tracker segment confirms that Fitbit is the strong frontrunner in the category—with 67 percent of total units sold in the previous 52 weeks ending Christmas (December 21, 2013).*

Further Fitbit leadership stats from The NPD Group include:

  • Fitbit’s unit share of Full Body Activity Tracker holiday sales (previous 5 weeks ending December 21, 2013) was 77%**
  • During the holiday period, the Full Body Activity Trackers category grew 3.1x in units Year over Year (YoY)**
  • Fitbit’s YoY unit growth in Full Body Activity Trackers during the holiday period outpaced the category, accounting for almost all of the category’s growth, and resulting in Fitbit’s share increasing from 60% in 2012 to 77% in 2013**

(Note: All relate to the sub-category of Digital Fitness, Full Body Activity Trackers)

Additional Category Success

In addition to The NPD Group’s findings, Fitbit has seen strong growth in retail, with the Fitbit line of connected health and fitness devices now available in more than 30,000 retail stores across 27 countries worldwide. Fitbit is also the top downloaded app for connected fitness devices on both the Apple iTunes store and the Google Play store. Over the holidays, Fitbit was the No. 1 top free app in the Apple iTunes store Health & Fitness category. Fitbit trackers have also consistently been the No. 1 selling devices within the Fitness Technology category.***

Continued Growth

Fitbit expects to see continued momentum in 2014 and beyond. Fitbit believes that there’s no “one size fits all” option when it comes to fitness tracking and has focused on designing fitness trackers in both clip and wrist worn form factors at varying price points to fit customers’ unique tracking needs. Pushing past the competition, Fitbit continues to help people live healthier lives by creating the most advanced connected health products and experiences.

*The NPD Group/Weekly Tracking Service Digital Fitness Devices, December 23, 2012 – December 21, 2013
**The NPD Group/Weekly Tracking Service Digital Fitness Devices, November 17, 2013 – December 21, 2013
***Amazon Published rankings

About Fitbit

Fitbit designs products and experiences that track everyday health and fitness, empowering and inspiring people to lead healthier, more active lives. As the leader in the fast-growing Connected Health & Fitness category, Fitbit’s diverse line of award-winning products includes the Fitbit Force and Fitbit Flex wristbands, Fitbit Zip and Fitbit One activity trackers, as well as the Fitbit Aria Wi-Fi Smart Scale. Fitbit products are carried in more than 20,000 North American retail stores, 30,000 stores around the globe, and sold internationally in 27 countries across Asia and Europe. Headquartered in San Francisco, Fitbit is privately held and funded by Foundry Group, Qualcomm Ventures, SAP Ventures, Softbank Capital, SoftTech VC and True Ventures. Fitbit®, Fitbit Flex™, Fitbit Force™, Fitbit One®, Fitbit Zip® and Aria® are trademarks or registered trademarks of Fitbit, Inc. in the United States and other countries. All other company, product names are trademarks or registered trademarks of their rightful owners.

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Fitbit PR
Stephna May, 415-367-4102

Release Summary

Fitbit dominates the Full Body Activity Tracker category with 67 percent of total units sold in the previous 52 weeks ending Christmas.


Fitbit PR
Stephna May, 415-367-4102