What’s the Secret to Fitbit’s Success?

It’s hard out there for a fitness tracking company. Apple Watch dominates the conversation, and anyone looking for a fitness-first solution seems to gravitate towards Fitbit. I realized tonight the secret to their success: ubiquity.

My son and I were in the local mall to ride the “essalators” (escalators, aka the best free ride for a toddler ever), so I saw a lot of stores and kiosks. We started in Macy’s, where alongside $6,000 watches was a double-sized display of the entire Fitbit line. Then we headed to the Microsoft Store, where they had a whole accessories section for the Fitbits, along with a lonely token Microsoft Band. Brookstone, Verizon, a random T-Mobile kiosk, all had a ton of Fitbit stock very prominently displayed. That’s just what I spotted while wandering, and I am sure I missed one or two more stores.

Aside from the loneliest Microsoft Band in the world, I didn’t see a single competitor to the Fitbit on display anywhere. It is probable that the average consumer doesn’t realize there’s competitors to Fitbit out there! After all, if you have a gift card to Brookstone, or one of the 25,000 Macy’s coupons floating around, and you want a fitness tracker, you’re buying a Fitbit. And even if a shopper leaves the mall and goes to Target, or Best Buy, or Amazon, and decided to get a tracker, what’s more likely: That they’ll look closely at Jawbone, Garmin, or Misfit, or that they’ll think “I don’t know what a Jawbone is but I see Fitbit everywhere. Better get that one.”

Basically, Fitbit is so ubiquitous they get two benefits out of it: there’s a slew of points of sale, and every time someone walks through Macys or checks out a massage chair at Brookstone, they see Fitbit’s name and products. It’s no surprise Jawbone is laying off employees and Misfit was sold to Fossil; you can’t compete when your competitor is literally on every street corner!


About the Author

Carly Z
Carly has been a gadget fiend for a long time, going back to her first PDA (a Palm M100). She quickly went from researching what PDA to buy to following tech news closely and keeping up with the latest and greatest stuff. She loves writing about ebooks because they combine her two favorite activities; reading anything and everything, and talking about fun new tech toys. What could be better?