Fitbit Singapore has come to an end as Google completes its merger of the fitness tracker brand

SINGAPORE – Fitness tracking pioneer Fitbit is set to disappear as an independent entity in Singapore after its local unit was placed in voluntary liquidation, marking the end of the company’s presence here more than a decade after entering the market.

Notice published in the Government Gazette on March 13 confirmed that a liquidator had been appointed to wind up Fitbit Singapore’s business.

Check with The Straits Times on March 24 in the Accounting and Regulatory Authority of the Company’s BizFile portal confirmed that the company is in the process of being voluntarily wound up.

move marks the curtain call for Fitbit Singapore is about 11 years after being registered here FFebruary 2015.

The development was years behind the US tech giant Google, under parent company Alphabet, owns Fitbit in a US2.1 billion (S$2.7 billion) deal announced in November 2019 and completed in Thirstwhen 2021.

At that time, Google said the acquisition will bolster its push into wearable technology and allow it to introduce more “Made by Google” devices, as it seeks to compete more directly with rivals such as Apple and Samsung in the fast-growing wearables market.

Fitbit’s integration into Google has accelerated, and the brand is increasingly being folded into the Google ecosystem, including its Pixel Watch line. As Fitbit-branded devices continue to sell, the company’s identity as an independent business is slowly diminishing.

While that The liquidation of Fitbit Singapore marks the end of one timeFitbit users can continue to use their devices.

In response to queries, a Google spokesperson said on March 19 that Fitbit devices will continue to be available through the Google Store and selected retail partners in Singapore.

Existing Fitbit users can still get support through Google’s support channel or through the retailer where the devices were purchased, the spokeswoman said, without provide further details.

Fitbit was founded in 2007 in San Francisco by Mr James Park and Mr Eric Friedman, who sought to take advantage of advances in sensors and wireless technology to revolutionize personal health tracking.

Fitbit’s products proved popular and helped start the global fitness tracking industry at a time when smartphones and mobile apps were still in their infancy.

Over the years, Fitbit has released more than 20 models of fitness trackers and smartwatches, evolving from simple step counters to more sophisticated health devices that can monitor heart rate, sleep and activity levels.

There is now at least six active model of the device, according to the Fitbit website.

Fitbit devices are also gaining traction in Singapore, particularly through their alignment with the National Steps Challenge, a national program opened on Novbucket 2015 by the Health Promotion Agency to encourage physical activity.

Program- which is popular in Singapore, with more than 860,000 registration as in AAugust 2023 – allows participants to track their daily steps and active minutes using the fitness tracker and the Healthy 365 appearning rewards for staying active.

Trekking enthusiasts NElson Teao told ST that he had been using the Fitbit Charge 3 from 2019 to 2023, before it stopped working. Priveat thisr, who is in his 50s, switched to another brand, Garmin, because he wasn’t sure where to get support or buy a newer Fitbit device.

“At that time, I went to some SHOP and can’t find Fitbit … I didn’t know that Google had bought the brand,” he said.

On one September 2025 Reddit on a budget fitness tracker compatible with Healthy 365, some users say they remain satisfied with their Fitbit devices, although they express uncertainty about the future of the brand on Google. A user said: “I’ve been using Fitbit Versa 4 for about two years. So far so good… but now with Google as the owner of Fitbit, I’m not sure if I’ll stick to Fitbit if I die now.”

Another user said: “My Versa 2 has been with me for about four years and still works great…

Others point to price as a continued draw, with one noting that some Fitbit devices, such as the Charge 6, can be found below full retail price.

The brand’s future seems increasingly tied to Google’s broader hardware ecosystem rather than as a stand-alone fitness tracking player.

For consumers, the key question is no longer availability but longevity – whether Fitbit, once a category pioneer, will continue to hold its place in a market now dominated by an integrated ecosystem.

“I am very happy with my Charge 3 because it can monitor my sleeping pattern, how many floors I climb, distance covered and active minutes,” said Teo. “Will they make a better device than Fitbit? Sure. But for me, it’s one of the best.”