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But now what? Your new hurdle to climb is to find a job as a newly minted commercial, low time pilot. However, she worries it could encourage children to multitask when they're trying to focus on homework and are distracted by the device on their wrist.You’ve done it! You’ve studied, you’ve trained, and you have flown your butt off to get that ‘golden’ commercial pilot certificate that finally allows you to be hired for compensation. Lurie Children's Hospital of Chicago and Northwestern Children's Practice, echoed the idea that anything to help get kids moving is positive. Rebecca Unger, a pediatrician at Ann & Robert H. "I cannot even begin to go into the possible benefits of (building healthy habits)," Allen said. Abby Allen, chief of pediatric orthopedic surgery for The Mount Sinai Health System, said anything that instills the concept of a healthy lifestyle at a young age will likely carry into adulthood. The company sees a need as young people are spending less time outside moving and playing and more time inside sitting and staring at screens.įitbit also wants to help promote healthy behaviors from childhood. "Kids are looking for something simple, durable, long battery life so they don't have to charge it every day and a small design for their wrists."Ĭhase said with Ace, Fitbit is trying to help reverse the trend of kids being sedentary. "We see this as an opportunity to reinvigorate the tracker category," Chase said. The goal is activity rather than diet, said Melanie Chase, Fitbit's vice president of product marketing.
It doesn't include calorie counters, body mass index, and other more nutrition-focused features. Parents can set up a family account so they can monitor their children's activity and approve who they're connecting with.įitbit Ace has some other minor variations. Like traditional Fitbits, the Ace allows children to share their steps with others. Its children's device, Ace, he said, shows how Fitbit is no longer just targeting everyday consumers, or "Joe and Jane Smith on Main Street, USA" but their kids, as well. Those last two words, massive transformation, are what Llamas says characterize Fitbit as a company right now. "I don't think this is going to be the thing that brings volumes back up to 2014-2015 levels, at least on its own, but it shows the massive transformation." "It keeps Fitbit on the tip of digital health," said Ramon Llamas, research director with IDC's devices and displays team. It has customized alerts that encourage children to move for the recommend 60 minutes a day and sleep for the suggested nine hours a night. Like other Fitbit products, it tracks users' steps. "What was once a piñata for short sellers (since IPO) has transformed itself to one of the most underappreciated med-tech stories in the market with a balance sheet and brand equity that gives investors a tremendous investing opportunity," Citron analysts wrote in a report Monday.īut it will take time for these new efforts to prove themselves.įitbit's new device for children sells for just under $100. Some of that move may be attributed to Citron's comments, including its speculation that Fitbit could be acquired, perhaps by its partner Google. The stock has now increased 28 percent so far this year. On Monday, Fitbit shares gained nearly 15 percent to close at $7.28, the company's best day since it went public in 2015. Fitbit's revenue last year fell to $1.62 billion last year, a 25 percent decrease from the $2.17 billion it generated the year before, the company said in its annual report.
Last year, Fitbit represented 13 percent of market share for the wearables category, down from 22 percent the year before, according to IDC. Fitbit responded with its own version, the Versa, in April. Its sales have been slumping since 2016 as Apple lured consumers toward more versatile, and more expensive, smartwatches. Fitbit, the company that popularized wearable fitness trackers, has seen its momentum fade. Citron called out a number of new partnerships Fitbit has struck, including one for glucose monitoring with DexCom, an employee-wellness venture with UnitedHealthcare and a cloud partnership with Alphabet's Google. But it's a start - and some think it's part of a bigger shift the company is making to broaden its horizons.Ĭitron Research put out a bullish note Monday that suggests the stock could more than double over the next year if the company isn't bought first. While a device for children will open up Fitbit to an entirely new group of potential users, it is not enough on its own to help Fitbit completely reverse its losses.
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