Fitbit is owned by Alphabet (the United States, NASDAQ: GOOGL), which acquired the brand on 14 January 2021 for $2.1 billion.[1][2] Fitbit was founded in 2007 in San Francisco, California and was independent until 2021.
Evidence: Alphabet Inc. Annual Report on Form 10-K filed 2026-02-05, SEC EDGAR, 5 February 2026. Verified from filings; last checked .
Fitbit made the step counter a mainstream object, selling clip-on trackers from 2009 and later smartwatches. Google acquired it in 2021 for about $2.1 billion, a deal European regulators cleared only after commitments not to use the health data for advertising.
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
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See the full Alphabet brand portfolio (13) →
Alphabet controls 13 brands on Brandtree, 13 of them in internet & digital.
The 24 brands in connected devices on Brandtree belong to 14 owners. The largest is Garmin, with 5; Alphabet has 3.
| Brand | Owner | Owner based in |
|---|---|---|
| fēnix | Garmin | 🇨🇭 Switzerland |
| Arlo | Arlo Technologies | 🇺🇸 United States |
| Jiobit | Life360 | 🇺🇸 United States |
| Roku (streaming platform) | Roku | 🇺🇸 United States |
| Ring | Amazon | 🇺🇸 United States |
| Anker eufy | Anker Innovations | 🇨🇳 China |
| Xiaodu | Baidu | 🇨🇳 China |
| Wemo | FIT Hon Teng | 🇹🇼 Taiwan |
Alphabet is a publicly listed company headquartered in Mountain View, California, United States, founded in 1998. Brandtree records 13 brands under its control, and it is listed as NASDAQ: GOOGL.
Alphabet was created in 2015 as a holding company above Google, separating the search and advertising business from ventures such as Waymo and Verily. Google itself was founded in 1998 by two Stanford graduate students, and advertising against search results still produces the overwhelming majority of the group's revenue.
Brandtree records a controlling owner for 2,549 brands that began in the United States. 478 of them (19%) are now controlled by a company headquartered in another country; Fitbit is not one of them.
Google acquired Fitbit for about $2.1 billion after a review lasting more than a year. The European Commission cleared it only against binding commitments not to use Fitbit health data for advertising and to keep rival wearables working with Android.
The parent company of Fitbit is Alphabet, a publicly listed company headquartered in the United States.
Yes. Fitbit originated in the United States in 2007 and its owner, Alphabet, is also headquartered in the United States.
Alphabet completed its acquisition of Fitbit on 14 January 2021, after announcing the deal on 1 November 2019. The deal was valued at $2.1 billion.
Fitbit was an independent company from its founding in 2007 in San Francisco, California until Alphabet acquired it in 2021.
Yes. As of 16 September 2026, Fitbit is still owned by Alphabet. The ownership record was last checked against primary sources on that date.
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
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