Amazon's Growing Fitness Ambitions

    • Amazon aims to pull its own weight in fitness.
    • The company fitness announced on Friday that it’s looking for a Head of Fitness Programming on its Halo team.

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Amazon is looking for a Head of Fitness Programming to join its Halo team — the group leading the company’s new wave of fitness services.

Halo, a fitness band and subscription service, made its debut last August. The device helps users assess their overall health and movement; the subscription offers hundreds of exercise, sleep, and nutrition programs.

The Halo band retails for $99, while a subscription will cost you $3.99 per month.

Amazon is making more than one bet on fitness, though.

  • It’s an investor in at-home fitness startup Tonal, which raised $250 million at a $1.6 billion valuation in March. 
  • The company’s wireless Echo Buds can track walks, runs, and other workouts.

Many of the top American tech companies are on a similar mission.

Apple CEO Tim Cook — who’s overseen the Apple Watch and Fitness+ launches — told Outside that the brand’s work in health and wellness will one day be seen as its “greatest contribution.” Google completed its $2.1 billion acquisition of Fitbit in January.

Peloton is reportedly planning its own heart-rate monitoring wearable. Oura and Whoop, whose activity-tracking devices are a hit with athletes, have each had recent $100 million investment rounds.