Devices that move the world

Naming wearable fitness trackers

Fitbit began in 2007 with the breakthrough idea that sensors plus wireless technology could transform fitness and health. It started a movement that has literally changed the way we move.

Fitbit’s initial products, Tracker (2009) and Ultra (2011), were making waves but had yet to truly catch on. Catchword worked closely with Fitbit to develop names for the company’s third and gamechanging fourth wave of trackers, the first that could be worn like a watch. Successful names would have to match the snappiness of the mother brand’s name, telegraph each product’s distinguishing features, fit in with the two existing names, and leave room for future product names.

For Fitbit’s entry-level device, Zip was in the zone, followed by One, which unified data on exercise, calories burned, and sleep. These two were the first devices to leverage the power of Bluetooth 4.0 / Bluetooth Smart to sync with iOS and Android phones as well as the Fitbit website. Next came wristbands Flex, Force, and Charge. All the names are short, evocative, energetic, and tied together by a common construction. A naming convention was born that continues to this day.

In 2009, Fitbit was named Innovation Honoree and Best in Health & Wellness at CES. By 2016, it was ranked one of the 50 Most Innovative Companies by Fast Company and named a Deloitte Fast 500 North America. By 2020, Fitbit had sold more than 120 million devices and built a vibrant community of 29 million active users. Fitbit was acquired by Google in 2021.

B2B Tech
Product Naming
Flex your power

Fitbit Flex’s on-the-wrist innovations blew up the activity tracking movement. “It’s rare to see a breakthrough device. And yet here we are. There are a lot of sleep and activity trackers to choose from right now, but none better than the Fitbit Flex.” (Mat Honan, Wired, May 6, 2013)

”[Fitbit Flex] is the most important wearable in Fitbit’s history. … It was a marvel. It got people moving, kept them moving, and often had them jogging on the spot at 11pm to meet their goals. It empowered wearers to make life choices that improved wellness, offered straightforward data presentation and key metrics we could all identify with. And it was a bloody good Holidays stocking filler too.”

Chris Smith | Wareable, June 27, 2019

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