It’s been a rough couple of years for fans of Fitbit. The ubiquitous activity tracker brand has been around since 2009 and helped invent the product category. It has built a loyal customer base who love the affordable wrist trackers that motivate them to stay active, while also offering fun challenges, ways to compete with friends, and week-long battery life.

That era feels over now. Since being acquired by Google in 2021, Fitbit has undergone a lot of change, and the latest sign that Fitbit is being totally gobbled up by Google is the shuttering of Fitbit’s X account.

On the social media site formerly known as Twitter, Fitbit posted on 14 October that it would no longer be posting, instead moving over to be included in Google’s X account for its smart devices, @madebygoogle.

“We’re joining the @madebygoogle crew! Starting today, follow us over there for all the latest Fitbit news, tips, and fun or head to @Fitbit on Instagram and Facebook”, Fitbit’s last post on X reads.

The Fitbit X account is now also locked, presumably so it can’t gain new followers.

This follows the official Fitbit website, fitbit.com, also being closed down. Visiting that page now redirects you to Google’s UK online store where you can buy the current Fitbit range.

But Fitbit fans are worried that their beloved company is being shut down by Google. A Google spokesperson recently confirmed we won’t see another Fitbit branded smartwatch, though that was not overly surprising given the Google Pixel Watch smartwatches now have Fitbit tech built in and require the use of the Fitbit app.

“The end of an era. RIP Fitbit.”, one user posted on X.

“[T]he beast has finally swallowed up fitbit”, said another.

“Google has killed Fitbit,” said another. “Going on nearly two months of step counts not syncing properly between the Pixel Watch & Fitbit app AND historical exercise data missing. I’ve been a loyal Fitbit customer since 2016 and I’m afraid once my Pixel Watch 1 bites the dust, that’s it for me.”

Google has changed the look and feel of the Fitbit app for Android and iPhone, controversially removing the fan-favourite leaderboard feature that let you add friends and family to see who had done the most steps any given day.

Despite the gloom, there are some signs Google isn’t totally abandoning Fitbit. Though the Versa 4 and Sense 2 smartwatches from 2022 may well be the last, the company has implied it will continue to support devices and may even release new ones.

Meanwhile, the Fitbit Charge 6 was released in 2023 and has received a few solid software updates, including the ability to use official Google Maps and Google Wallet apps for directions and contactless payments respectively.

Google also recently allowed every Fitbit user to see their Daily Readiness score for free. This metric gives you a score collated from various activity and sleep metrics to let you know if you should exercise or chill out for the day. This was previously locked behind Fitbit’s controversial Fitbit Premium subscription paywall, which locks some features from use unless you pay the £7.99 monthly fee.