Fitbit’s first device, the Fitbit Classic, was released to the consumer market in 2009, and had limited features compared to the most recent models. The Fitbit Classic only kept track of steps, distance, calories burned and activity intensity. In order to stay competitive in the fast-growing wearable technology industry, the company released multiple models and features throughout the years. As of 2016, Fitbit had six models in the market that vary in price range. The Fitbit Zip is the least expensive with a suggested retail price of 59.95 U.S. dollars. The Fitbit Surge is the most expensive with a suggested retail price of 249.95 U.S. dollars.
Since 2010, Fitbit has sold more than 38 million devices worldwide, and has over 16 million active users. The company is amongst the leading companies in the wearable market. Some of Fitbit’s competitors are well-known companies such as Jawbone and Xiaomi, and technology giants such as Apple and Samsung. Fitbit shipped 5.7 million units worldwide in the second quarter of 2016, while Apple shipped 1.6 million wearable devices worldwide in the same period.