Fit and healthy is something that everybody in this world wants to be and they are constantly trying very hard to get the fit body they want. Thus, there has been a constant rise in the number of people getting devices that help them to get fit. Fitbit is one of such innovative devices it has been in constant rise. Since the inception of it in 2009, the competition in this market is constantly changing and evolving. The companies in this industry need to be ahead in the curve in order to survive. There are challenges that are happening in the outside market where there are newcomers in the industry and there are other companies that are offering a substitute for the activity tracking.