Fitbit has taken the wraps off the newest members of its fitness-tracking family, and the new devices, called Versa and Ace, represent something of a new direction for the company. They're fitness trackers at heart, of course, but the core audience isn't dedicated athletes. They’re for families. And not just dads either—the whole family.
Fitbit surely counts plenty of casual wearers among its 25 million active users, but most of the company's trackers are targeted at people who follow an athletic regimen. Versa and Ace are different. But while the Versa and Ace might look like cheaper versions of Ionic and Alta HR, respectively, the appeal here isn't just their lower prices. They’re a recognition that Fitbit is no longer the only fitness game in town, as well as an admission that the company might have underserved two key demographics when it comes to creating lifestyle devices: women and .