Fitbit Launches Fitbit Ace, Inspires Healthy Habits for Kids and Makes Fitness Fun for the Whole Family

SAN FRANCISCO–(Business Wire)–Fitbit
(NYSE: FIT), the leading global wearables brand, today introduced Fitbit
, an activity tracker that makes fitness fun for kids while
inspiring the entire family to build healthy habits together and help
fight decreasing levels of activity in children.ii Designed
for kids ages 8 and older, Ace automatically tracks steps, active
minutes and sleep, has up to 5 days of battery life,i
features an adjustable, showerproof wristband in two bright colors, and
provides encouragement to be active. Plus, with the new Fitbit family
account, parents can control who their kids connect with in the Fitbit®
app so they can safeguard their kids’ privacy and stay on top of their
activity. Ace is available for presale today, with global retail
availability in Q2 2018.

This press release features multimedia. View the full release here:

Fitbit introduces Fitbit Ace: an activity tracker that makes fitness fun for kids while inspiring th ...

Fitbit introduces Fitbit Ace: an activity tracker that makes fitness fun for kids while inspiring the entire family to build healthy habits together and help fight decreasing levels of activity in children. (Photo: Business Wire)

According to the World Health Organization, childhood obesity rates are
on the rise,iii with two out of three kids inactive every day.ii
Based on a new Fitbit study, most parents agree and believe their
children are less active than when they were children.iv They
are concerned about their child’s weight, the food they eat, and their
activity levels, as well as the rising trend of childhood obesity. The
majority of parents want their children to be healthier (84%) and want
their families to be more active (87%).vi Screen time is
cited as the biggest challenge in getting their kids to be active, and
parents are looking for ways to encourage a more healthy, active
lifestyle, including being more active as a family, cooking together, or
encouraging their children to have a better understanding of their own
activity levels. In fact, 75% of parents said they are interested in the
use of fitness trackers to help them keep their kids active, and Fitbit
was selected over competitors more than twice as often due to ease of
use and brand

Help Kids Stay Active While Having Fun

To address this challenge, Fitbit has designed Ace to encourage kids 8
and older to be more active and build healthy habits with their families:

  • Track their activity: Provide kids with
    motivation to move by automatically tracking steps, active minutes and
    sleep stats, and set customizable daily step and active minute goals.
    The World Health Organization recommends children ages 7-17 get 60
    minutes of daily physical activity,v and the Centers for
    Disease Control and Prevention suggests 9 to 12 hours of sleep a
  • Remind them to move: Reduce sedentary
    time by setting up personalized reminders that nudge them to get at
    least 250 steps each hour with a small buzz when they’ve been sitting
    on the couch or in front of a screen for too long.
  • Reward them for moving: Encourage kids to
    achieve their goals by rewarding them with celebratory messages and
    fun, collectible badges, which can be seen in the Fitbit app on their
    (or your) phone.
  • Motivate them with challenges: Kids can
    compete against family, or friends (coming soon), in daily and weekend
    challenges, or in a Family Faceoff – a new 5-day step challenge that
    allows members in a family account to compete against each other and
    stay motivated (coming soon).vii

“The challenge of inactivity with our children is not going away and is
only estimated to get worse as they get older, dropping almost 40
minutes per year from ages 9 to 15,viii” said Chris Watts,
executive director of the National Fitness Foundation. “It is essential
to provide parents with tools to help their kids be more active.
Fitbit’s solution offers more than just a way to track activity – it
helps instill healthy habits from an early age, making it fun and
rewarding to move more and empowers parents to make health and fitness a
family affair.”

Safeguard Your Kids’ Privacy and Stay Connected

Protecting kids’ privacy is top of mind for parents who let their kids
use technology. That’s why our new Fitbit family account is designed to
be compliant with Children’s Online Privacy Protection Act (COPPA) and
other applicable privacy laws, allowing parents to manage who their
children connect with and what information they see in the Fitbit app:

  • Parent view setting: Lets you navigate
    between your view and your kid’s view to check their activity,
    progress, and approve their friend requests from family members and
    friends (coming soon) at any time in the Fitbit app. Ace automatically
    syncs with most Android and iOS devices; Windows devices coming soon.ix
  • Child view setting: Limits what data your
    child sees in the Fitbit app, such as stats, friend requests, and more.
  • Stay in touch: For kids with smartphones,
    ensure they never miss your call with notifications directly on their

“As childhood obesity rates continue to rise, it’s more important than
ever to empower the entire family to embrace a healthy and more active
lifestyle,” said James Park, CEO and Co-founder of Fitbit. “It can be
hard to start and stick to good habits, and we know from our community
that network effects are key to getting and keeping people motivated. By
bringing that experience to families, it can make healthier habits feel
more achievable by making it fun and engaging. We are excited by the
opportunity to enable parents to help set their kids on a path to
building lifelong, healthy habits all while having fun together.”

Designed for Kids

With an adjustable, showerproof wristband and up to 5 days battery life,i
Ace is designed to keep pace with your kid’s life and withstand any
splashes, spills or activities. By offering 10 unique clock faces and
two fun interchangeable bands in electric blue and power purple, kids
can find the style that fits their unique personality and be motivated
to wear Ace day and night, no matter what they are doing.

Pricing & Availability

Fitbit Ace is available for presale today on for $99.95. Ace
will be available in stores worldwide in Q2 2018, including major North
American retailers Amazon, Best Buy, Kohl’s, and Target.

Today, Fitbit also announced Fitbit
, a contemporary, intuitive smartwatch at an approachable
price, and female health tracking tools; see all press releases and
download images at

About Fitbit, Inc. (NYSE: FIT)

Fitbit helps people lead healthier, more active lives by empowering them
with data, inspiration and guidance to reach their goals. As the leading
global wearables brand, Fitbit designs products and experiences that
track and provide motivation for everyday health and fitness. Fitbit’s
diverse line of innovative and popular products include Fitbit Blaze®,
Charge 2®
Alta HR™
, Fitbit
, Fitbit
Flex 2®
, and Fitbit Zip®
activity trackers, as well as the Fitbit
and Fitbit
smartwatches, Fitbit
wireless headphones and Fitbit
Aria 2™
Wi-Fi Smart Scale. Fitbit products are carried in over
45,000 retail stores and in 86 countries around the globe. Powered by
one of the world’s largest social fitness networks and databases of
health and fitness data, the Fitbit platform delivers personalized
experiences, insights and guidance through leading software and
interactive tools, including the Fitbit and Fitbit Coach apps, and the
Fitbit OS for smartwatches. Fitbit Health Solutions develops health and
wellness solutions designed to help increase engagement, improve health
outcomes, and drive a positive return for employers, health plans and
health systems.

Fitbit and the Fitbit logo are trademarks or registered trademarks of
Fitbit, Inc. in the U.S. and other countries. Additional Fitbit
trademarks can be found at
Third-party trademarks are the property of their respective owners.

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share your Fitbit experience.

Forward-Looking Statements

This press release contains forward-looking statements, within the
meaning of the safe harbor provisions of the Private Securities
Litigation Reform Act of 1995, that involve risks and uncertainties
including, among other things, statements regarding the future retail
availability of Fitbit Ace and the availability of other product
features described in this release. These forward-looking statements are
only predictions and may differ materially from actual results due to a
variety of factors, including the effects of the highly competitive
market in which we operate, including competition from much larger
technology companies; any inability to successfully develop and
introduce new products, features, and services or enhance existing
products and services; product liability issues, security breaches or
other defects; and other factors discussed under the heading “Risk
Factors” in our most recent report on Form 10-K filed with
the Securities and Exchange Commission. All forward-looking statements
contained herein are based on information available to us as of the date
hereof and we do not assume any obligation to update these statements as
a result of new information or future events.


i Battery life varies with use and other factors.

ii U.S. Department of Health and Human Services, President’s
Council on Sports, Fitness & Nutrition,

iii World Health Organization,

iv Fitbit Primary Research Study, February 2018

v World Health Organization, Physical activity and young

vi National Center for Chronic Disease Prevention and Health
Promotion, Division of Population Health,

vii Family Faceoff Challenge will be available in the Fitbit
app in Spring 2018.

viii JAMA: the Journal of the American Medical Association,

ix See list of compatible devices at

Jen Ralls, 415-941-0037