In a largely unnoticed strategic decision, Fitbit’s parent company, Google, has announced that it will stop selling Fitbit products in 29 countries around the world. This movement affected parts of Asia, Europe and Latin America.

European countries that will no longer be able to purchase Fitbit products include Croatia, Czech Republic, Estonia, Hungary, Latvia, Lithuania, Luxembourg, Poland, Portugal, Romania and Slovakia.

Fitbit Premium support has been discontinued in these countries as of October 24, 2023. However, the Fitbit Charge 6 is still available for purchase in Portugal via the Google Store. The suspension of Fitbit sales has been extended to Mexico and all Latin American countries. Specific dates for these removals have not been announced, but Fitbit products are no longer available in these regions.

In early August, Google also ended Fitbit Premium membership renewals and product sales in many Asian countries, including Hong Kong, Korea, Malaysia, Thailand and the Philippines. As a result of these withdrawals, Fitbit now only sells products in 23 countries.

In the statement Android Authority “We announced that we will discontinue sales of Fitbit products in certain countries to move our hardware portfolio closer to regional availability of the Pixel,” Google says.

Despite this pullback in certain markets, Fitbit has assured existing customers that their devices will continue to receive software and security updates and that customer support will remain the same.