https://techcrunch.com/2019/08/28/fitbits-ceo-discusses-the-companys-subscription-future/

At a small event in Manhattan this week, Fitbit laid out its future for the press. Tellingly, the event was far more focus on the company’s software play, with the big hardware announcement feeling almost rushed at the end.

Along with an increased focus on health care providers and enterprise, much of its revenue strategy will be tied up in Fitbit Premium, a $10 a month subscription service. The offering marks a major shift for a company whose identity has been so closely tied to hardware for its first decade of existence.