Google is gearing up to launch a new fitness band under the Fitbit brand, designed to compete with popular screenless devices from companies like Whoop and Oura. Expected to hit the market later this year, the band will focus on essential fitness tracking features. Users will need a paid subscription to access more advanced functionalities, mirroring the model used by these emerging competitors. The move reflects Google's strategy to carve out a niche in the growing health and fitness tech market. Screenless wearables, which emphasize simplicity and data tracking without a display, have gained traction among fitness enthusiasts. By leveraging the established Fitbit brand, Google aims to attract users looking for straightforward fitness solutions while also tapping into subscription revenue. The product’s details remain under wraps, but its development signals Google's commitment to expanding its presence in the wearables sector.