Google Launches $100 Fitbit Air Without a Screen to Rival Whoop

Alphabet Inc.’s Google on Thursday launched the Fitbit Air, a $100 screenless fitness band aimed squarely at taking on Whoop Inc. and other makers of health and fitness wearables that forgo displays.

The new device bears a striking resemblance to Whoop’s health tracker, featuring a soft fabric band with a battery and sensor pack underneath. One big difference is the business model: an upfront cost to buy the hardware and an optional $10 per month Google Health subscription. Whoop doesn’t charge for its hardware but instead has an annual subscription fee that begins at $200.