Fitbit has brought a trio of new wearable devices into the fold, but if the pandemic has taught us anything, it’s that the secret weapon could be its bespoke, premium service.

If there was one take away from the news, it’s that in a world changed by Covid-19, Fitbit’s making the well-timed decision to move away from just fitness tracking and into the health and wellbeing business. This is evident from the Fitbit Sense’s main selling points of stress detection and de-escalation, alongside skin temperature tracking – the latter of which could catch some illnesses before symptoms even appear.

But while the Sense could be the Apple Watch rival that Fitbit has been hoping for, I’d argue that the success of Fitbit’s future truly lies in the tailor-made service offered by Fitbit Premium.
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