​Fitbit announces new virtual race platform to enhance customer experience

The wearable giant has released a new interactive experience to boost healthy competition

Fibit has launched Adventure Races, a new virtual race platform designed to boost health competition between friends and family on the move.

Through the wearable device, the platform offers competitive challenges where 2-30 users can virtually race against friends and family through destinations such as Yosemite National Park and TCS New York City Marathon.

Similar to Fitbit’s existing Solo Adventures, the new virtual race offers a new gamified setting to help users reach their health and fitness goals. The visuals dynamically adjust to the trail surroundings as users rotate their phone, letting them enjoy the moment just as they would if really there.

The release comes months after the fitness wearable giant reported a GAAP net loss of $USD$146.3 million and adjusted EBITDA loss of $USD144.2 million for its fourth quarter of 2016. The figures were off revenue of $USD574 million.

“Our ten-year history of building this category, coupled with our powerful brand and engaged global community gives us confidence we are making the right investments to support our vision and drive long-term success,” said Fitbit co-founder and CEO, James Park, “We will leverage our leadership position, recently acquired talent and IP, and the valuable data we collect to improve demand and continue to set the pace of innovation for the industry through more personalised experiences, deeper insights and guidance, expansion into new categories and deeper integration within the healthcare system.”

The Fitbit Adventure Races is now available in Australia and Canada via the free Fitbit app, with full global release set for next month.

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