Fitbit aims for the mass market with The X Factor sponsorship

Fitbit has inked a partnership with The X Factor in the UK that will see its products used by contestants during the ongoing live rounds of the talent show.
Contestants will be provided with Fitbit activity trackers to help them manage their overall health and wellness, with a weekly personal trainer able to answer any of their questions. Each contestant’s Fitbit experience will be detailed in a series of exclusive weekly videos that will be released through digital channels.
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