Fitbit Growth Playbook

James Park and Eric Friedman saw that 'Walking' was the world's most accessible exercise, but people had no way to quantify their effort or compete with friends.

The '10,000-Steps' Cultural Standard & The 'Flashy-Friend-Feed' Viral Loop: Fitbit tacticaly won by 'Defining a Health Goal'. Their growth engine is 'The Step Challenge'—using the mobile app to create weekly competitions among friends and coworkers. This triggered a massive viral wave as 'Step-counting' became a global obsession. Their expansion relies on 'The B2B-Health' channel—partnering with insurance companies and corporate wellness programs to offer discounted trackers, effectively turning Fitbit into a mandated health tool for millions of employees.