Get Ready To Fitbit
Estimize | Jun 17, 2015 04:02PM ET
Fitbit (FIT) is set to IPO, with trading beginning at the NYSE on Thursday. As published in the company’s filings with the SEC on Tuesday, Fitbit will offer about 22.4 million shares for sale to the public, raising about $373.9 million. On Tuesday, the company increased the price range of its offered shares, jumping from $14-$16 to $17-$19. This would put Fitbit’s projected market capitalization around $3.7 billion.
Fitbit, founded in 2007 by James Park and Eric Friedman, produces wearable devices that allow consumers to track their physical activity. Fitbit’s products use accelerometer technology to monitor steps taken as well as track calories burned and sleep patterns, along with other fitness statistics. The company offers 7 products that are currently for sale. Numerous celebrities have been spotted sporting Fitbit products, including President Barack Obama and Shaquille O'Neal.
Rapid Growth
Fitbit has experienced rapid revenue growth since 2012. The company increased sales from nearly $76.3 million in 2012 to $745.4 million in 2014. Fitbit has also managed to create a profit, swinging from a loss of $51.6 million in 2013 to a positive $131.7 million in 2014.
User Base
In addition to its financial metrics, the company analyzes both its devices sold as well as its active users to measure the success of its business.
Both of these measurements have experienced rapid growth. The devices sold by Fitbit have increased from 1.2 million in 2012 to 10.9 million in 2014. The number of active users has also grown, increasing from 500,000 to 6.7 million from 2012 to 2014.
The Competition
Although Fitbit currently holds the leading position in the activity tracker market with an 85% market share, the company faces fierce competition from other broad-based consumer electronic companies such as Apple (NASDAQ:AAPL), Under Armour (NYSE:UA), Google (NASDAQ:GOOGL) and Microsoft (NASDAQ:MSFT). As Fitbit starts to mature as a public company, it will have to maintain its lead by offering products that span a variety of styles and price points. Recent growth in the consumer health market should provide a strong tailwind for Fitbit as it enters the public eye.
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