Fitbit Premium Is Dead. Google Health Premium Costs More.
Google rebrands its fitness subscription with Gemini AI features and slaps on a $20 annual price hike.
Google just killed the Fitbit Premium brand. In its place: Google Health Premium, a rebranded subscription that bundles Gemini-powered coaching, adaptive fitness plans, and deeper sleep insights.
The catch? It's more expensive. The annual price jumps from $79.99 to $99.99 — a 25% increase that Google is clearly betting users will stomach for the AI upgrades.
The Gemini integration is the headline feature here. Google is weaving its AI model into personalized health coaching, which could make the subscription feel less like a data dashboard and more like an actual fitness advisor.
Whether the rebrand signals Google fully absorbing Fitbit into its ecosystem or just slapping a new label on things remains to be seen. But one thing is clear — if you were on the old plan, your next renewal is going to sting a little more.