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Whoop built a $1 billion category and every boardroom in wearables wants a piece of it. CIRQA is unshipped. Fitbit Air arrived at $99. This issue maps the key brands most likely to move: they’re not yet contenders but probably more than uninterested onlookers.
Two big bets are in play, and both tell you the era of easy growth is gone. Amazfit’s three-year exclusive HYROX partnership has now produced a dedicated HYROX watch. The wager is that owning the fastest-growing fitness format beats fighting for share in a crowded watch market. Apple bet the Watch on AI: watchOS 27 leaves traditional sport and health features at maintenance pace while the engineering effort goes to intelligence. One company is buying a sport, the other is buying a future. Both are Hail Marys dressed as strategy.
The lawsuits are maturing too. Garmin faces a proposed US class action over accuracy claims on its BIA scale and Index S2. Patent disputes protect growth; false claims cases pick over what has already been sold. This industry now has both to contend with in growing volumes.
From 2028 the UCI will cap bike computer sizes in competition at 126 by 71mm. Every current device complies. A governing body that spent a decade arguing about sock height has found a new hill, and there is nobody on it. Markets mature, and so do their...
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