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Fitbit IPO Rides on Persuading You to Dust Off Your Wristband
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The exercise bike has become a clothes hanger, and the dumbbells now serve as doorstops. It turns out that just purchasing exercise equipment isn’t the same as committing to a fitness routine, a problem that’s now dogging wearable-device makers.
Companies like Fitbit Inc., which is planning an initial public offering, are making a big bet that they can keep their products from ending up gathering dust in desk drawers. Keeping the devices active is crucial to their plans to gather user data for corporate wellness programs and other services.