Wearables specialist Fitbit has announced that Fitbit Premium, its paid membership service, has reached more than 500,000 paid subscribers in less than a year since launch.
The company notes that the premium service gives guidance to help users move more, manage stress, sleep better and eat well…
‘For those looking for extra support, Fitbit Premium provides even greater value to what it means to be ‘on Fitbit’ by delivering more in-depth data, personalized and actionable insights, hundreds of workouts, motivating games and challenges, advanced sleep tools and wellness reports – all in the Fitbit app.
‘Fitbit Premium will also be expanding to include seven additional languages later this year, increasing the potential for even more Fitbit users around the world to benefit. The offerings and content available with Premium will continue to grow and evolve as the service expands.’
“The launch of Fitbit Premium is part of our broader strategy to diversify our business beyond hardware, while also delivering on our promise to provide more personalized experiences, data and insights to our users to help them move more, manage stress, sleep better and eat well,” said James Park, co-founder and CEO of Fitbit.
“COVID-19 has made it incredibly difficult for people to stay active and healthy, and underscores the importance of prioritizing both our physical and mental health. In these extraordinary times we are supporting our users by helping them navigate these challenges – so they have the tools, motivation and support to help them stay healthy and fit at home with services like Fitbit Premium.”
Following the emergence of COVID-19 and subsequent shelter-in-place mandates, Fitbit announced a 90-day free trial of Premium for new users and saw increased interest in the service, as users throughout the world sought more insight on how to better manage their health and wellness from home.
Fitbit Premium continues to add new content and features to support users.
Premium aims to connect the dots between how key health metrics like sleep, activity, and nutrition are related and how they can impact overall well-being. In the first two weeks after joining, Premium users reportedly took an average of 700 more steps per day.
Members have access to all of the following, which provide added value when paired with a Fitbit device:
- Engaging health and fitness content: Hundreds of audio and video workouts to try including dance cardio, HIIT, yoga and more from popular brands like Aaptiv, barre3, Daily Burn, Down Dog, obé, Physique 57, POPSUGAR and Yoga Studio by Gaiam, as well as celebrities, trainers and influencers like Ayesha Curry, Charlee Atkins and Harley Pasternak.
- Ayesha Curry’s Premium Summer: Recently added new exclusive content from the New York Times bestselling author, chef, restaurateur and fitness enthusiast, focused on her passions: food and fitness. Six original videos feature quick and effective workouts, delicious and nutritious meals, and family-friendly activities.
- #FitAtHome: Full-body sessions from Le Sweat TV Founder Charlee Atkins and celebrity trainer Harley Pasternak.
- Practice mindfulness: Over 100 mindfulness practice sessions – including sessions from Aura, Breethe and Ten Percent Happier.
- Deeper sleep analysis: Deeper analysis of Fitbit’s free daily Sleep Score, with a breakdown of score and graphs to show how it’s calculated based on time asleep, deep and REM sleep stages and restoration, plus audio relaxation tools.
- Personalized and cross-correlated insights: Guidance and feedback based specifically on a user’s data.
- Guided programs: A variety of custom programs to help achieve your health and fitness goals.
- Premium games and challenges
- Wellness report
Fitbit Premium is available to anyone with or without a Fitbit device to try. Fitbit is offering a free 90-day trial for new Premium users. Premium is currently available in English and will expand to Dutch, French, German, Italian, Japanese, Spanish, and Swedish by the end of the year. Fitbit Premium is available for US$9.99 per month or US$79.99 per year.
