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Fitbit SWOT Analysis

Published by MBA Skool Team in Consumer Electronics category Last Updated: June 11, 2023Read time:

Here is a detailed SWOT analysis of Fitbit covering strengths, weaknesses, opportunities and threats.

Fitbit Strengths

  1. Fitbit is the 3rd largest wearable fitness company in the world
  2. Fitbit produces different types of products targeted at different segments
  3. It has watches, trackers and accessories to offer
  4. Fitbit offers apps and dashboard to track and analyse the data for the user which can help over a longer period of time
  5. Fitbit partnered with Adidas to produce branded device
  6. Fitbit devices are focused on various aspects like weight, walking, running, sleep, vitals etc.

Above are the strengths in the SWOT Analysis of Fitbit. The strengths of Fitbit looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Fitbit Weaknesses

  1. Fitbit is limited to one segment of the market i.e. wearable fitness devices
  2. Similar devices are being launched at cheaper prices 
  3. Smartphone companies are launching smart apps and accompanying devices which are giving serious competition to fitbit

These were the weaknesses in the Fitbit SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Fitbit Opportunities

  1. Fitbit can look into mobile handset market to launch a fitness focused smartphone
  2. Partnership with sports teams or athletes can help boost brand image

Above we covered the opportunities in Fitbit SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Fitbit Threats

  1. Competition is growing in the fitness and health technology space
  2. There is no strong evidence to support link between fitness devices and actual fitness improvement

The threats in the SWOT Analysis of Fitbit are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Fitbit SWOT analysis.

About Fitbit

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Fitbit Overview
Parent Company



Fitness Devices


Consumer Electronics

Tagline/ Slogan

Fit for everybody


Wearable technology to help achieve fitness goals

Fitbit STP

People looking for wearable fitness devices

Target Market

People in middle income group and young demographics


Fitness Device which you can help you lose weight and become fit

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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