Fitbit
Strategising Fitbit’s evolution from device-centric to platform-centric value creation.
This project explores how Fitbit can evolve from a product-based company into a service-driven platform. We designed Fitbit Playground: a digital ecosystem that connects people through social and leisure-based fitness activities. The vision shifts from individual tracking to shared experiences—making it easier, more fun, and more accessible to stay active. By combining wearables with community-driven services, Fitbit becomes a platform for connection, not just measurement.
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design approach.
We developed a three-phase roadmap to guide the transition. Starting with an MVP in a single city, the concept focuses on validating user needs and connecting wearables to a social activity platform. In the pilot phase, the service expands with stronger personalisation, provider integration, and feedback loops. In the long term, Fitbit Playground scales into a fully connected ecosystem across Europe, integrating with external platforms and building a diverse network of activity providers. This phased approach allows Fitbit to gradually shift from product to platform while creating value for both users and providers.
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consumer & business value.
Fitbit Playground creates a two-sided platform connecting users and activity providers. Users can easily discover, join, and organise activities tailored to their interests, location, and fitness level—lowering the barrier to being active.
At the same time, providers gain visibility, fill empty spots, and build communities around their offerings. The business model combines subscriptions, commissions, and partnerships, supported by external stakeholders such as public health organisations.
The result is a scalable ecosystem that drives engagement, community, and long-term health impact.