Google is rebranding its Fitbit Premium subscription service to Google Health Premium, a move that consolidates its health and wellness offerings under the Google brand. The annual subscription price will increase by $20, from $79.99 to $99.99 for new and returning subscribers, while the monthly price remains $9.99. This change is part of a larger rebranding that will also see the Fitbit app renamed to Google Health.
The updated premium service introduces several new features, most notably a "Google Health Coach" powered by the company's Gemini AI. This AI coach is designed to provide users with personalized fitness plans, adaptive wellness advice, and deeper insights into their health data, such as sleep and activity metrics. The rebranding and feature integration signal Google's deeper push into the health technology space, leveraging its AI capabilities to compete more directly with rivals like Apple.