Fitbit Takes on Nike and Jawbone with New Wristband Activity Tracker – the Fitbit Flex

Today at the Consumer Electronics Show (CES), Fitbit, the leading innovator and market leader in the growing Connected Health & Fitness category, debuted the Fitbit Flex Wireless Activity + Sleep Wristband. Flex is the first and only wristband on the market to sync with Bluetooth 4.0 - which means more flexibility when you're on the go and want to check your stats. By combining its expertise in building high performance wireless connected devices with a flexible, comfortable wristband format, Fitbit plans to accelerate the category growth by becoming the first and only brand to offer a clip and wristband tracker option.

"We're aware that there is no 'one size fits all' option in fitness, so Fitbit wants to offer the widest variety on the market. When we saw that we could bring our knowledge to a wristband format done right, we had to create the new Flex."

Fitbit Flex is a slim, stylish activity and sleep tracking wristband that's with you all the time and helps make fitness part of your everyday lifestyle. The new Fitbit Flex tracks steps taken, distance travelled, and calories burned, encouraging you to walk more and do more through bright LED indicator lights on the wristband that give you immediate feedback on your progress to a goal throughout the day. It also tracks how long and how well you sleep, allowing you to learn how to sleep better.

Flex uses Bluetooth 4.0 to sync your data automatically to your Fitbit dashboard using select iPhone, iPad and Android devices, or your computer - no buttons to push, nothing to plug in. With Flex, your smartphone or tablet become your dashboard, giving you access to Fitbit's rich graphs and tools (leaderboard, badges, etc.) on the go to keep you motivated throughout the day. By adding a wristband tracker to its activity tracker portfolio, Fitbit offers everyone more ways to wear their trackers, and more ways to fit them more seamlessly into their everyday lifestyle.

"People are becoming more aware of the significant health benefits that come from moving more throughout the day. Fitbit has proven expertise in providing a great experience that will actually get people to move more each day - this is done with our easy-to-understand graphs and charts, ability to set daily goals and compete with friends and family," says James Park, CEO and co-founder of Fitbit. "We're aware that there is no 'one size fits all' option in fitness, so Fitbit wants to offer the widest variety on the market. When we saw that we could bring our knowledge to a wristband format done right, we had to create the new Flex."

Fitbit Flex ($99.95) is available for pre-orders starting today on Fitbit.com and will ship in Spring 2013.

Unforgettable Wristband Design

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