The UK is growing fatter, so how can fitness tech help?

don’t get jealous, but I just spent two days on the Spanish coast. It was a work trip, but nothing like the ones I normally go on (think factory tours, conference centres and overcast German skies). We were still subjected to far too many presentations, but I spent about half of my time in my running kit as Fitbit encouraged us to put its latest product, the £200 Fitbit Versa ( see p72), through its paces.

Despite the constant threat of cardiac arrest, it’s something that was said during one of those elongated presentations that stuck with me. I’m paraphrasing here, but it was along the lines of “the world is getting fatter and we’re here to do something about it”.

And it’s true. As I type these words – on a Sunday morning, the day before we go to press, so no panic – the Fitbit Versa on my wrist has just popped up a message to say “236 steps left this hour!”. Get up, get up, it’s saying! Move your sorry body! While not exactly subtle, this is a solid example of how tech can change our behaviour.

The tricky problem for Fitbit is that, since the launch of its first product in 2011, obesity has only become more widespread. To quote an Imperial College study from 2016, “some high-income and middle-income regions are now facing an epidemic of severe obesity”. Those are the same regions where Fitbit is the most popular, with the US and UK both proudly leading the way for tubby tummies.

Am I saying the world would be better without Fitbit? Absolutely not. When I spoke to Fitbit executives about this apparent contradiction, they emphasised Fitbit’s approach of empowering the individual to make their own choices, rather than trying to force societal change.

It’s tough to argue with this. If we’re going to reduce obesity in the UK, then it will need to be a government-led effort. But tech could be a key part of the solution – along with healthier processed foods, embedding fitness into the school day and partnerships with the NHS.

How might it work? Simply capturing data can be valuable: in a previous column, Jon Honeyball described a tiny blood-sugar sampler that relays the information live to an app on your phone, for example. And if every obese person, plus everyone at risk of obesity, had access to Fitbit-like technology, that would be a powerful source of information to both themselves and their GP.

Pilots are already underway. Back in November 2017, the NHS gave 5,000 obese people at risk of Type 2 diabetes a Fitbit-style tracker to see what effect it had on their weight and fitness. If it proves beneficial after a year, the idea could be rolled out around England. Fitbit is also working with US life insurance companies to lower premiums for people who can demonstrate they’re living an active life.

Perhaps more controversially, Fitbit has eight-to-13year-olds in mind with its next release, the Fitbit Ace. Again, the idea is to encourage children to step away from their devices by incentivising them to take steps. One example is a Tamagotchi-style pet built into the device that will disappear if you don’t hit 5,000 steps per day.

I’ve seen backlash articles arguing that it’s the parent’s role to keep kids active, not a toy’s – and that’s true. But as a parent of three kids I can safely say that we all need help sometimes, whether it’s to improve our own health and fitness, or that of our children.