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January 1, 2016 Stock Pick: Fitbit Inc. (FIT)

Stock Price: $29.59

Fitbit Inc. manufactures and provides wearable fitness-tracking devices worldwide.

FIT operates in the wearables industry that may have an even bigger breakout year in 2016 than 2015. FIT is a leader in the space and a brand name, pure focused company.

Most people want wearables for fitness, not for much else right now, and FIT has THE solution for this with their line of wristband wearables ranging from $59.95 for the “Zip” to $249.95 for the “Surge.”

The cheapest Apple Watch is $349.00 and it just doesn’t have the niche, pure focus that FIT’s line has right now. Usually when Apple enters a new industry, they go straight to #1, but they still trail FIT in the wearables industry. This shows how strong of a brand Fitbit is. Consumers know what FitBit is all about, for fitness tracking, while the Apple Watch is kind of enigmatic to consumers.

FitBit has two and a half years’ experience in wearables with the Fitbit Flex first debuting in May of 2013. They’ve made continual progress since and will continue to be a force in wearables as long as they stay focused.

FIT’s Fitbit Charge is #1 on’s list of best-selling health and personal-care products, which could have paid dividends over the holiday season for FIT.

Speculative Score: 2

1 Being the Least Speculative and Most Confident

10 Being the Most Speculative and Possibly the Most Risky

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