Fitbit has been bought by Google for $2.1bn.

The fitness wearable tech products are popular with those looking to lead a healthier lifestyle a well as tracking progress. To date, Fitbit has more than 28 million active users.

The purchase, announced by Google’s blog on Friday, represents a significant investment in wearable tech.

On their ‘Company Announcements’ blog, Rick Osterloh – Vice President for Devices & Services – said the purchase is “an opportunity to invest even more in Wear OS as well as introduce Made by Google wearable devices into the market.”

We believe technology is at its best when it can fade into the background, assisting you throughout your day whenever you need it. Wearable devices, like smartwatches and fitness trackers, do just that—you can easily see where your next meeting is with just a glance of an eye or monitor your daily activity right from your wrist.

Google Company Announcements

In the new deal, Fitbit will be a constituent part of Google, itself operating under the Alphabet Inc name.

Announcing the takeover in a press release, Fitbit said they were excited about the new possibilities this deal will bring to the company.

With Google’s resources and global platform, Fitbit will be able to accelerate innovation in the wearables category, scale faster, and make health even more accessible to everyone. I could not be more excited for what lies ahead…We’re looking forward to working with the incredible talent at Fitbit, and bringing together the best hardware, software and AI, to build wearables to help even more people around the world.”