keep healthy by your side

Alex Nahas
student intern

FitBits Fact Sheet

A private startup company

Founded in 2007 by James Park and Eric Friedman

Company Headquarters are located in San Francisco, California

Has 200 500 employees

Serves the public on a global scale

Makes $65 million dollars in revenue each year

Makes $50 million dollars in operating income a year

CTO/Co-Founder: Eric Friedman, CEO/Co-Founder: James Park.

Executive team consists of 8 VPs.

o Steven Gossett, COO
o Nikki Carmody, CFO
o Myles Purdom, VP/GM, EMEA Sales
o Olivia Buis, VP and General Counsel
o Hannah James, VP Interactive
o Al Smith, VP Global Marketing
o Joshua Namin, Chief Revenue Officer
o Jenna Gaddie, VP America Sales

Headquarters Location 405 Howard Street, Suit #550 San Francisco,

CA 94105 United States.

URL: http://www.fitbit.com/home.

FitBit Branding Platform

Summary statement: FitBit Flex is a wireless activity that tracks steps
taken, distance traveled, calories burned, hours of sleep and quality
of sleep. The Flex makes fitness goals easier for individuals to
achieve while staying active and maintaining a healthy lifestyle.
1. Users can sync their Flex automatically online or to a mobile
device to view their daily statistics.
2. Features are available for users to stay motivated to reaching
their goals. (i.e. the lights source on the device shows the users
progress through the day and vibration feature acts as an alarm
on the device after tracking the users sleep cycle)
3. Leaderboard activity available to check in with friends and
family about their daily statistics.
4. Features on the app that allows users to check outside sources
to maintain their health. (i.e. outside database, barcode
scanner, meal plan, and calorie counter)
5. Different color wristbands options allow users to express their
style. (i.e. FitBit partners with Tory Burch for exclusive line)
Branding tag line: Keep healthy by your sideused with logo as
institutional signature.
**************
Mission: To empower individuals on making healthy life choices
while staying active in the fashion fads.
Vision: To function as a source to motivate individuals to be active
and make their fitness changes more fun and fashionable.

FitBit Communication Plan

Consumer Brand:
Fitbit is a major wireless technology company based in San Francisco,
California. Founded by James Park in 2007, he created a wearable
product that could change the way individuals move. Fitbits mission is to
empower individuals on making healthy life choices while staying active in
the fashion fads. They function as a source to motivate individuals to be
active and make their fitness changes more fun and fashionable.
Situation Analysis:
FitBit is a company that is passionate about health and fitness. The
company builds products that help transform peoples lives (Zip, One, Flex,
Charge, ChargeHR and Surge). As such here are the strengths,
weaknesses, opportunities and threats for the company.
Strengths:
Strong brand recognition achieving 95% branding awareness
Positive reviews
Strong US sales 2014 US sales exceeded international sales
Proven marketing strategy
Able to compete at all consumer prove levels by new acquisitions
Product quality associate with name
Significant retail price 12 retail chains carry product
Easy access for daily statistics and goals
Positive role models (Brooke Burke)
Diverse product lineup
Weaknesses:
Although they have products at various price points, items from
FitBit are pricey.
Product recall for wristband material and tracking device metal
Opportunities:
Strengthen tracking device
Grow diverse product lineup
Expand on international sales
Build dietary expertise
Develop new access for daily statistics and goals
Maintain simplicity
4

Threats:
Strong competition from Nike and Jawbone
New technology ideas
Accusations for defective product
Brand confusion
Objectives:
The following are a list of objectives that FitBit looks to reach and maintain:
To increase costumer involvement with the FitBit brand by 25%
To utilize social media as a medium for consumers to increase sales
by 10%
To encourage consumers to buy FitBit products through
communication
To increase social media presence by 33%
To stimulate discussion on social media outlets
Target Audience
FitBits target market consists of males and females interested in health
and fitness over the age of sixteen years old that are active people who
enjoy achieving goals. Psychographics include self-empowerment and
motivation. For the target market, FitBits demographics are international
and expand across the US.
Communication Strategy:
To promote its message, Fitbit will use all means of communication
including social media, advertisements (indoor and outdoor) and product
specials to endorse company products and messages.
Key Messages:
The key messages that Fitbit wants to send to its public include informing
consumers about who Fitbit is, what is the quality of our product, how our
product looks and who we have innovated our company and product
over time.
Marketing Tactics:
To reach the objectives, FitBit will remain active on social media accounts
daily and have challenges to measure the consumers involvement with
the FitBit brand. Remaining active on social media accounts, will be able
to detect the increase of the companys presence to its consumers and
5

the stimulation of discussion on social media outlets. To encourage

consumers to buy FitBit products, the company will release advertisements
the first Thursday of each month. Lastly, each month the company will
have specials for various products and bring it back to the vision of FitBit.
Timeline:
For the company, FitBit will produce new company campaigns and
advertisements throughout the year. First, FitBit will create an
advertisement campaign that will be released at the beginning on the
quarter of the year. Next, FitBit will create social media spotlights about
their product. Lastly, FitBit will create both indoor and outdoor
advertisements for every major city in the US. These particular
advertisements will be placed around different cities on a monthly basis.
(i.e. Dallas during the time of the Superbowl because it is hosted at AT&T
Statdium)
Budget:
Based on the fact that FitiBit is a profitable company, FitBit will cover any
cost necessary to promote their product. Our companys annual
advertising budget nears $1.7 billion so there is no reason for us to not
produce dynamic and complex content.
Evaluation:
As we grow as a company, FitBit will continue working hard to foster our
company and supply quality products to our consumers. Through new
advertisements and campaigns we hope to entice consumers to envision
FitBit as consumers worked hard to achieve their goals. In order to
evaluate our success, we will measure the increase in company sales,
consumer involvement and social media communication to establish if
our work has paid off or not. Once it is clear that we have substantially
raised our profit from the last fiscal year and have traced down the results
of our objectives. We will distribute electronic surveys at the beginning to
see if we have reached our goal

Fitbit Press Release

FOR IMMEDIATE RELEASE

Contact: Alex Nahas

FitBit Student Intern
972-202-0264 office
469-274-2069 cell
[email protected]

FitBit hosts 5k race to promote the Flex with surprise guest

The first 200 participants will receive a free black FitBit Flex wristband.
FORT WORTH, TEXASNov. 15, 2014FitBit will host its first annual 5k race
this fall to promote the Flex wristband. Surprise guest, Brooke Burke, will
emcee the event located at Lukes Locker in Montgomery Plaza on
Saturday morning.
Brooke Burke is one of the spokespersons at FitBit. Her job focuses on
sharing her buzz with the FitBit Flex. A tweet posted by Burke saying,
Love my @Fitbit Flex wristband! Chasing kids = serious steps & calorie
burn! was what made FitBit realize that celebrities use the wristband for
more than a fashion fad. Since the infamous tweet, she has become
extremely involved in the company and continues to appear at buzz
events occur in her area.
The 5k race will be FitBits first event in the DFW area, and will include
sponsors from surrounding vendors. Lunch will be provided by Torchys
Tacos, and Lukes Locker room will be handing out goodie bags.
Attendees will get the chance to hear Burkes testimonial buzz with the
Flex wristband and learn more about the product.
The first 200 participants will receive a free black FitBit Flex. Other
participants will be able to participate in hearing Burkes FitBit buzz,
lunch and goodie bags.
For more information on the event, visit www.FBflex5k.com.
-end-

Media Advisory/Photo Opp

FitBit will host its first annual 5k race this fall to promote the Flex wristband.
Surprise guest, Brooke Burke, will MC the event located at Lukes Locker in
Montgomery Plaza on Saturday morning.
Brooke Burke is one of the spokespersons at FitBit. Her job focuses on
sharing her buzz with the FitBit Flex. A tweet posted by Burke saying,
Love my @Fitbit Flex wristband! Chasing kids = serious steps & calorie
burn! was what made FitBit realize that celebrities use the wristband for
more than a fashion fad. Since the infamous tweet, she has become
extremely involved in the company and continues to appear at buzz
events occur in her area.
The 5k race will be FitBit first event in the DFW area, and will include
sponsors from surrounding vendors. Lunch will be provided by Torchys
Tacos, and Lukes Locker room will be handing out goodie bags.
Attendees will get the chance to hear Burkes testimonial buzz with the
Flex wristband and learn more about the product.
The first 200 participants will receive a free black FitBit Flex. Other
participants will be able to participate in hearing Burkes FitBit buzz,
lunch and goodie bags.
For more information on the event, visit www.FBflex5k.com.
Who:
Fort Worth citizens, Brooke Burke, FitBit Staff
What:

FitBit hosts 5k race with Brooke Burke. The first 200

participants will receive a free black FitBit Flex
wristband.

When:

Nov.15, 2014, 10 a.m.

Where:

Lukes Locker, Montgomery Plaza (2600 W 7th St., Fort

Worth, TX 76107). Parking is available at Montgomery
Plaza. (www.montgomeryplaza.com)

Contact:

Alex Nahas, FitBit Student Intern

[email protected]
469-274-2069 cell
8

Twitter Pitch:

Run now, tweet later! #keephealthybyyourside & sign up for @fitbits 5K!
#getmoving & check out details here: http://bit.ly/1bsF5Ic
(131 characters)

FitBit Media Advisory

FitBit will host its first annual 5k race this fall to promote the Flex wristband.
Surprise guest, Brooke Burke, will MC the event located at Lukes Locker in
Montgomery Plaza on Saturday morning.
Brooke Burke is one of the spokespersons at FitBit. Her job focuses on
sharing her buzz with the FitBit Flex. A tweet posted by Burke saying,
Love my @Fitbit Flex wristband! Chasing kids = serious steps & calorie
burn! was what made FitBit realize that celebrities use the wristband for
more than a fashion fad. Since the infamous tweet, she has become
extremely involved in the company and continues to appear at buzz
events occur in her area.
The 5k race will be Fitbits first event in the DFW area, and will include
sponsors from surrounding vendors. Lunch will be provided by Torchys
Tacos, and Lukes Locker room will be handing out goodie bags.
Attendees will get the chance to hear Burkes testimonial buzz with the
Flex wristband and learn more about the product.
The first 200 participants will receive a free black FitBit Flex. Other
participants will be able to participate in hearing Burkes FitBit buzz,
lunch and goodie bags.
For more information on the event, visit www.FBflex5k.com.
Who:
Fort Worth citizens, Brooke Burke, FitBit Staff
What:

FitBit hosts 5k race with Brooke Burke. The first 200

participants will receive a free black FitBit Flex
wristband.

When:

Nov. 15, 2014, 10 a.m.

Where:

Lukes Locker, Montgomery Plaza (2600 W 7th St., Fort

Worth, TX 76107). Parking is available at Montgomery
Plaza. (www.montgomeryplaza.com)

Contact:

Alex Nahas, FitBit Student Intern

[email protected]
469-274-2069 cell
10

FitBit Tweet Pitch

Run now, tweet later! #keephealthybyyourside & sign up for @fitbits 5K!
#getmoving & check out details here: http://bit.ly/1bsF5Ic
(131 characters)

11

FitBit Event Pitch

Website Story:
Brooke Burke is beginning her coast-to-coast tour for FitBit at Texas
Christian University, where she will host FitBits first annual 5k and speak to
the TCU community about her buzz with the FitBit Flex. The event will be
held on Friday, Nov. 7, 2014, and will begin at noon in the Daniel Meyer
Coliseum, located on TCUs campus.
Burke is a spokesperson for FitBit, where her primary job is to share her
experience with the Flex wristband. Her visit to TCU will be the first of many
university appearances she will host on her coast-to-coast tour. Those who
attend the event will hear Burkes first hand buzz with the Flex wristband
and the impact it has made on her life.
At this event, attendees will be provided a complimentary meal from
Torchys Tacos, followed by dessert from, Steel City Pops. During this time,
they will hear about FitBits story and their upcoming vision for their
company.
Those who attend will be entered to win the Flex wristband by signing up
for the event. The luncheon will also include and Q&A session with Burke
and FitBit CEO and Co-Founder, James Park. TCU will have a student
panel and those who wish to participate will be entered into a drawing to
win: a FitBit product, $50 Torchys Tacos gift card, and $25 Steel City Pop
gift card.
If you wish to attend this event please RSVP below.
FitBitatTCU.com
Twitter Pitch:

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12

Live Tweeting:

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(Character count: 95)

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13

(Character count: 129)

Facebook Status:
Brooke Burke is beginning her coast-to-coast tour for FitBit at Texas
Christian University on Friday Nov. 7, 2014 at noon in the Daniel Meyer
Coliseum. #getmoving and dont miss out on this event! RSVP now at
www.fitbit.com.
**A promotional video clip made by FitBit featuring Brooke Burke. **
YouTube Plans:
Promotional videos made every Friday (#FitBitFriday)
Video ideas:
o Success story video on the Flex wristband with Brooke Burke
o Short video of Brooke Burkes expectations of her tour
o FitBit Promo video
Lights on band synced to music (Ellie Goulding Lights)
o FitBit Staff Video about their excitement for their company
and products
o A day in the life of FitBit with a TCU student
o Video to TCU from Brooke Burke about her arrive on TCUs
campus
Website Story after the Event:
Brooke Burke spoke to almost 500 people about FitBit at Texas Christian
University on Friday, Nov. 7, 2014 at noon in the Daniel Meyer Coliseum.
Burked started the event off with FitBits promo video of the Flex wristband.
The video engaged the attendees but engaging them about the story of
FitBit. Burke and CEO, Jame Park, announced the winner of the Flex
wristband and the TCU student particpant. John Doe was the lucky
attendee who received the Flex wristband and Chandler Young, TCU

14

participant, won the drawing of a FitBit product, Torchys Tacos, Steel City
Pops gift card.
Following the announcement, Burke shared her buzz story to the
audience of the impact that FitBit has made on her life. After Burkes story,
Park opened the floor for the Q&A. Once all questions were answered,
Burked shared with audience how they can share their buzz on social
media. At the end of the event, Park thanked the community for
attending the event and announced the upcoming creations at FitBit.
Overall, the event was a success.
Promoting the Event Before:
The event will be promoted through various social media
applications:
o YouTube videos every Friday prior to the event (#FitBitFriday)
o Twitter posts with images or videos with advertisement for the
event
o Facebook posts with links to www.fitbit.com for more
information
i.e. posting the Youtube videos on the status
o Instagram posts with hashtags to promote the event (syc with
Twitter)
Advertisement will be placed strategically on TCUs campus with a
picture of Brooke Burke with the headline #FitBitFriday @ TCU.
Detailed information will be placed below the image.
FitBit local staff will promote the event on campus by handing out
flyers and FitBit swag on campus during class passing periods
Flyers placed in buildings on TCUs campus
What is provided at the Event:
Food provided by Torchys Tacos and Steel City Pops
Attendees will have a chance to win a Flex Wristband
Drawing for TCU student participants
FitBit product will be handed out (i.e. coozies, croakies, key chains,
pens, etc.)
The attendees will have the chance to meet Brooke Burke and
James Park

15

Coverage for Post Event:

Local media will cover the event based on communication with the
TCU media department
o TCU 360
o The Star Telegram
o Local radio and TV stations
FitBit will utilize their social media (Website, Facebook, Twitter, and
Instagram) to promote upcoming events on the tour
Also, Burke will promote upcoming events on the tour through her
social media
o i.e. Tweeting about coming to TCU and tagging TCU and
FitBit

16

FitBit Op Ed
Keep Healthy By Your Side
Alex Nahas, FitBit Student Intern
How do you keep up with your health? FitBit has the answer. The Flex
wristband was created in 2005 to track users steps, calories burned,
leaderboard activity, and sleep cycle. This all in one wristband is the
answer of how to keep up with your health.
Today, people believe when they guess about their health they think
are correct. People believe they know all the answers, in reality the
answers are closer than we really think. Stop guessing and find yourself a
vibrant Flex wristband to track your health. It is more than a fitness band;
the Flex is easy, fun, and beneficial. The Flex allows you to be aware of
your current health lifestyle.
I understand that it is one more
thing added to your schedule to
check your activity. You are already
on your mobile device 24/7. So what is
easier than playing with an app
tracking your health and competing
with your friends on the leaderboard activity?
17

Express yourself by choosing a color to compliment your daily apparel.

Why not accessorize with the Flex wristband? I will tell you, I have never
received so many compliments on my bracelet. Little do others know
that this is me keeping myself up to date with my health on the go. Did
you know that you can change your band colors? Yes, thats right! You
can accumulate every color and purchase different styles on various
website. Let me tell you, who knew that my gold cuff tracked my health
talk about a win, win situation!
Learning about your health is fun! Why? The Flex wristband is more than
a step tracker. From choosing your personal color, you can challenge
your friends on the activity leaderboard, and find out meals to prepare.
Make your healthy lifestyle upbeat by competing with your fellow FitBit
friends. The activity leaderboard shows how many steps your friends have
taken, the amount of calories they have burned, and their active minutes.
A little competition never hurt anyone. Get going and challenge yourself
by pushing yourself to your health goals!
Everyone loves food, so why not have an app about it? In the FitBit
app you can create meals for yourself based on your activity. I would say
thats almost a personal chef, would you not agree? By creating meals on
the app it saves the trouble of entering all the information for each meal.

18

The app benefits not only the Flex users but also those around them. The
Flex is contagiousso share it with those around you!
Have you ever wondered why we trust ourselves better than anyone
else? I can testify that I have. My best accountability partner is myself and
sometimes it is too difficult. Being an active young woman, I relate to
procrastinating my workouts and never managing my time. The Flex allows
me to check my daily progress with the light source on the top of the
band. Yes, you heard me. All I have to do is look down at my wrist and
check my progress. One less thing for me to do is to log on an app and
see how many steps I have taken. I simply set a goal for myself each day
and it automatically syncs to my band. Constant notifications remind to
be aware of my health on a daily basis.
Sleep is essential. Have you ever wondered how your sleep was? Guess
what, the Flex tracks that for you! The app tracks your sleep cycle (i.e.
what time you went to sleep and how many times you woke up.) As weird
as it is, seeing my sleep cycled has benefited me to have a better
understand my daily well-being. My favorite feature is the vibration alarm.
Everyone hates being woken up by the annoying alarm clock. Every
morning I dread hearing my phone and snooze my alarms. The vibration

19

feature goes off when you set the alarms and triggers movement in your
muscles to wake you up.
Your life is what you make it the unspoken saying that everyone says
that it is their own life and they can do what they want. It is the promise
that someone makes to himself or herself. The body deserves more credit
than we give it. More importantly, we owe it to ourselves to keep up with
our health. Can we really be content knowing that we do not monitor our
health on a daily basis? Our society deserves a healthy startget going
now with the FitBit Flex. FitBit serves to empower individuals on making
healthy life choices while staying active in the fashion fads. The Flex is a
source to motivate individuals to be active and make their fitness
changes more fun and fashionable. Get going now with the Flex
wristband to keep healthy by your side.

20

FitBit Company Profile

James Parks journey to FitBit has been a continuous uphill battle
that first began when he moved to the United States in 1994. Park went on
to attend school at Harvard University, where his studies of computer
science inspired him to work towards enhancing the lives of others by
means of technology. By making the decision to forgo his degree at
Harvard, he was able to leverage his constant changing of careers by
always dreaming and building.
Before Park cofounded FitBit, he spent his time at CNET Networks,
where he served as the Director of Product Development. CNET tracks the
latest technology, provides product reviews, and works to maximize
benefits gained from technology use. With his passion and
knowledgeable insight in the field of product development, Park decided
to launch his own company. This was a giant step for him, as he was
faced with some difficult decisions. In 2007, he chose to leave his job at
CNET and went on to cofound FitBit with Eric Freedman. When asked what
his motivation behind the creation of FitBit was, Park responded by saying,
My passion lead me to the present of creating FitBit to helping those
around through technology.

21

Having battled diabetes from a young age, Park has been always
been conscious of his health. Park was extremely active in the world of
technology and felt inclined to develop a product designed for all
consumers instead of one specific target group. Park stated that, In
todays society, technology can be very confusing for users; so he put his
focus on creating a wearable fitness product that was user friendly. The
FitBit allows not only Park, but all FitBit users to track their activity through
daily statistics. Due to his individual health concerns, Park must constantly
be aware of his health, and the FitBit allows him to worry less about his
activity because it is always by his side.
This is Parks third startup, and his motto is that the third times the
charm. When Park and Freedman presented their pitch, they received
positive feedback from investors and FitBit s health and fitness has been
classified in a mass-market category. The backbone of Parks ideology for
the company is opportunity based, and his strategy has been primarily
focused on the consumers achieving their health goals.
With his mindset that the third times the charm, Park has been
able to achieve personal goals, as well as goals of the company as a
whole. His career plans of dreaming and building have been fulfilled with
the success of FitBit Flex.

22

FitBit PSA Script and Story Board

Theme: Time Lapse
Background music: Lights Ellie Goulding
Audio/Vocals

Black screen
Fades into blue Flex wristband on
females wrist
When music starts, band lights up
and vibrates to wake the female
up
o Lights sync to intro of music
Female taps wristband to let the
wristband know she is awake
Voice over
o Flex keeps you connected
when youre not active
Camera stays focused on
wristband while female gets up
to get ready
Female gets out of bed and
looks into the mirror
Camera angle is now over the
females shoulder
Quote written on mirror: love
yourself enough to live a healthy
lifestyle
Voice over:
o Every step, goal, choice
matters to create a new
you

Time
(seconds)
(:04)

Content/Visuals

(:05)

23

Music becomes more upbeat

Female walks out her front door,
takes a deep breath focuses on
her run (camera angle: to the
rightable to see the wristband)
Female syncs her Flex with
iPhone app and stretches
While looking at the app, female
sets her goals for the day
o i.e. steps, distance, calories
burned, ounces of water,
food intake
Female goes on a run by the
Trinity River (towards West 7th)
Voice over
o Flex wants you to get
moving today!
Female begins to run
Progression from app shows on
the bottom of the screen
Female continues to run
Flex wristband lights up and
vibrates to allow female to know
she has met her goal
iPhone app also notifies her
Voice over
o Keep stats synced to app
to track your activity
Female gets home
Sets wristband on counter as she
gets ready for work
Music fades out
Voice over talks about benefits
of the Flex wristband:
o The flex wristband is
offered in 10 different
colors. Users can show their
personality!
o It tracks steps, calories
burned, and sleep.

(:04)

(:03)

(:05)

24

Female puts wristband back on

Walks out the door and is on her
way to work with the fit bit on her
wrist
While driving there will be a
voice over while the band syncs
to iPhone that is sitting on arm
rest in car
Voice over
o Its with you everywhere
you go

(:03)

Female gets to work and looks

up the leaderboard to check on
competing with her friends
Wristbands syncs and female
smiles because she has reached
her goal
Female then goes to
www.fitbit.com homepage to
browse the products
Voice over
o By keeping your stats
synced you can show your
friends your progress on
the leaderboard
Computer closes and fades into
next shot
FitBit logo comes up
Band is on bottom right corner
with lights turning on
Voice over
o Flex, by FitBit
o #getmoving to a healthy
lifestyle (text underneath
logo)
www.fitbit.com slides on the
screen
Everything fades out with song
Commercial ends

(:04)

(:03)

25

FitBit Newsletter

1
2

Issue!#1,!Nov.!4,!2014!

!!

#getmoving*

This%week%
@FitBit:%
!

[Playlist!of!the!Week]!
Submit!a!playlist!to!be!
featured!in!our!blog!
post!next!week!!Details!
are!below!
!

[FB!Family]!
Charge,!Charge!HR,!and!
Surge!bands!will!be!
launching!this!week!!

What%makes%you%#getmoving?%
M
% usic!has!the!effect!to!amp!you!up!and!set!

your!mood!while!being!active.!!Whats!your!
playlist?!
How!do!you!get!your!fitness!on?!
Everyone!has!their!own!beats!to!
pump!them!up,!so!this!week!we!
are!asking!you!to!submit!your!
personala!Spotify!playlist!to!be!
featured!in!our!blog.!We!believe!
that!by!sharing!how!our!employees!
#getmoving,!we!can!motivate!our!
client!to!do!the!same.!
!
!

!Please!send!your!playlists!to!Anna!
Schraer!by!Friday!at!noon.!The!
playlist!should!be!compiled!of!10K
15!songs!and!may!be!titled!
however!you!would!like.!(i.e.!if!
playlist!is!focused!on!runners!or!
yogis).!The!winner!will!be!
announced!in!next!weeks!
company!newsletter!!Stay!tuned!
and!#getmoving!on!those!playlists!!

[10!Holiday!Tips]!
Blogger,!Raleigh!Seibel,!
released!10!tips!to!
#getmoving!during!this!
holiday!season!to!stay!
healthy!!
!

Upcoming!Events:!
! 11/5:!New!product!

launch!
! 11/7:!Buzz!Tour!

@TCU!&!#fitbitfriday!
! 11/8:!Company!

Friends!&!Family!
Launch!Party!
st
! 11/11:!Raleighs!21 !
! 11/15:!5K!in!Ft.!Worth!
! 11/20:!FB!Thanksgiving!
(lunch!provided)!

!
!

26

!!
!

Issue!#1,!Nov.!4,!2014!

Employee(of(the(
Month:(
Nikki!Carmody!
moved!to!FitBit!
in!2012!from!
the!investment!
bank!division!at!
UBS.!Along!with!
her!financial!
expertise,!Carmody!brought!with!
her!a!sense!of!positivity!and!
innovation!that!helped!lead!to!the!
successful!development!of!FitBit.!
(
CFO(

Nikki(Carmody(

10!Ways!to!Stay!More!Active!this!Holiday!Season!

New!Additions!to!the!
FB!Family!
This!is!an!exciting!month!for!the!
FitBit!family,!and!we!are!excited!
to!share!this!news!with!
employees!!Next!week!we!will!
officially!unveil!the!three!new!
activity!and!sleep!tracking!
products:!FitBit!Charge,!FitBit!
Charge!HR,!and!FitBit!Surge.!
With!holiday!season!quickly!
approaching,!we!encourage!you!
to!consider!one!of!FitBits!new!
products!for!anyone!looking!to!
lead!a!healthier,!more!active!
lifestyle.!
!

With!the!weather!changing,!now!is!the!perfect!time!for!some!
health!tips!to!help!you!#getmoving!this!season:!
1. Try!Morning!Workouts.!Instead!of!sleeping!in,!try!moving!up!
your!wakeIup!time!and!hit!the!gym!or!go!for!a!run.!!
2. Wear!Bright!Clothing.!Keep!your!workout!fun!and!boost!your!
spirit!with!your!apparel.!
3. Use!a!Scale.!Make!a!habit!of!knowing!where!you!stand!by!
weighing!yourself!every!morning.!!
4. Make!a!Plan.!Set!up!a!plan!to!accomplish!those!goals!you!
create.!Whether!it!being!setting!aside!time!to!workout!or!
mealsmake!one!and!stick!to!it!!
5. Try!Something!New.!If!you!always!run,!try!yoga!or!barre!
class.!Consistently!doing!the!same!workout!will!cause!your!
body!to!plateau.!Commit!to!trying!one!new!exercises!a!week.!
6. Layer.!Its!getting!cooler!outside,!keep!your!muscles!warm.!
When!you!are!exerting!yourself,!your!body!will!warm!up.!
7. Wear!Sunscreen.!Protect!your!skin!no!matter!the!season!!
8. Stay!Hydrated.!Hydration!is!key.!Keep!a!bottle!of!water!with!
you!at!all!times!and!track!how!you!drink!throughout!the!day.!
9. Try!Tea.!Spice!up!your!life.!Drink!different!types!of!teas!to!
benefit!different!areas!of!your!body.!Sipping!a!cup!of!green!
tea!will!get!you!some!extra!R&R!as!well.!
10. Reward!Yourself.!Treat!yourself!when!you!have!set!a!
milestone!in!your!goals.!!
Its!easier!to!keep!going!with!something!when!you!enjoy!what!
you!are!doing,!so!#getmoving!and!HAVE!FUN!!
!

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FitBit Speech
CEO: James Park
Informative & Entertaining: New Product Launch
Good afternoon FitBit Family! Big things are happening this month
and it all starts with our new product release. The Charge series and Surge
will be going live this month!
Charge is ideal for people looking to track everyday activity to take
their fitness to the next level, displaying all the most important stats in realtime on your wrist. Charge HR has the continuous 24/7 heart rate tracker
right on the wrist to get more accurate all-day calorie burnwhich allows
target workout intensity and maximizes training.
Surge is ideal for users committed to training, dedicated to health
and consistently looking to improve progress. The Surge is known as the
fitness super watch. This band is similar to the Charge series, but
individuals are able to see call and text notifications on display and
control music from their mobile playlist. This all in one wristband hopes to
be a hit this holiday season!
I encourage all of you to hashtag get moving and educate
yourselves on these new products. The holiday season is quickly
approaching and we are excited to transform lives. Set your goals to go
ring in the New Year! Team leaders will meet about further details for the
product launch.
Inspire change for a happier you.

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FitBit Fact Sheet/Talking Points

Situation: Force wristband has been subject for recall due to consumers
having an allergic reaction to the material of which the band was made.
While it is rare for individuals to be allergic the FitBit wristband, the
company is taking extra precautions to educate its users of the reported
skin irritation:

FitBit hired independent labs and medical experts to conduct a

thorough investigation to identify potential causes of skin irritation
reported by various users.
Some users are reacting to the nickel, which is used in the stainless
steel tracking device.
Most users are experiencing an allergic reaction to the materials in
the wristband or the adhesives used in the product.

Additionally, FitBit is following the CPSC guidelines for testing of the skin
irritation. As such, FitBit:

Stopped production of the Force wristband

Receives immediate information regarding potential new skin
irritations
Keeps informed of changes in recall of the product

If users ask for a recall, FitBit:

Has decided to conduct a voluntary recall
Allows the users to return their Force wristband for a full refund
Does not exchange product, but offers a 15% discount towards any
tracker in the FitBit.com store
StatementJames Park, CEO of FitBit
As a company, FitBit requires all new product to be tested through the
Customer Product Safety Commission Guidelines. Due the recent recall of
the Force wristband, Fitbit has hired independent labs and medical
experts to conduct a thorough investigation to identify potential causes of
skin irritation reported by various users. As such, FitBit has stopped the
production of the Force wristband and will remained informed of changes
in the recall of the product. FitBit is allowing users to return their Force
wristband for a full refund, but do not exchange product. The company
29

will offer a 15% off discount towards any tracker in the FitBit.com store. The
company will notify consumers of any updated changes during the
recall.
Information on FitBit Force
FAQS
http://help.fitbit.com/articles/en_US/Help_article/Fitbit-Force-Skin-IrritationFAQs
Letter from CEO, James Park
http://www.fitbit.com/forcesupport
Customer Support for Return Kit
http://fitbit.expertproductinquiry.com/Force.aspx
Customer Product Safety Commission Guidelines
http://www.cpsc.gov/en/Recalls/2014/Fitbit-Recalls-Force-ActivityTracking-Wristband/

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