Widget fidgets away turkey tummy with Fitbit deal

Distributor signs deal with fitness brand Fitbit to help consumers banish the Christmas blubber

Distributor Widget is hoping to replicate its success with the Flip video camera after hooking up with its champions on a new project.

Fitbit, the US’s fastest-growing fitness and wellbeing brand, is aimed at the post-Christmas indulgence market with its Fitbit Ultra activity tracker, and the firm has selected Widget as its only UK distribution partner.

Mark Needham, non-executive chairman of Widget, added: “This is a repeat scenario that we had with the Flip video camera two years ago in terms of the people we are working with on Fitbit. We know how each other works. It gives us a good chance of leading the UK market and making an impact.”

The device automatically syncs information to a personal web profile on Fitbit.com, and encourages consumers who have overdone the turkey and pudding during the festive season to get back in shape.

Fitbit has sold thousands of trackers since 2010, with business growing by more than 300 per cent in 2011. As a result of the deal, the device will be sold through Widget to a number of launch partners including Amazon, Play.com and Firebox.

Gareth Jones, European general manager at Fitbit, said: “Fitbit and Widget are completely aligned in bringing a proven set of products and services to the UK consumers which motivate and support improvements in their health and wellness.”

David Elder, managing director of Widget, said: “Widget aims to bring innovative products to our retail customers. Electronic fitness products are going to be a growing category in 2012, and our retailers are already showing enthusiasm for it.”