In this day and age of healthcare consciousness, it is no wonder that wearables have become an overnight billion dollar industry. Wearable technology is a category of technology devices that are worn by consumers to track information related to health and fitness. It is meant to track personal fitness goals and progress while increasing one’s exercise program over time. There are many big players within the market, however most are still privately held with pending IPOs, such as Jawbone Up and Xiaomi. For the scope of this project in the wearables market, we have decided to take a look at Fitbit and Garmin. Fitbit was founded in 2007 by James Park and Eric Friedman to help inspire and guide consumers to healthier lifestyles by keeping track of certain health data. In the last 5 years, Fitbit has gone from selling 200,000 devices in all of 2011, to over 3.9million devices in the first quarter of 2015 and the numbers continue to grow. As the chart below shows that Fitbit still has the greatest market share, we can see that there is strong competition with the entry of Apple into the wearables market this year. However, according to IDC data, vendors in the wearables market shipped a total of 11.4 million devices in 1Q15, up from 3.8 million devices in 1Q14…show more content… Founded in 1989, Garmin has been providing fitness monitoring devices for over a decade. However 2014 marked their entry into the fitness band market with the creation of Vivofit. Garmin strategy is to target athletes, such as runners, cyclist, golfers, swimmers, hikers, and such. Most of their devices are GPS-enabled to keep track of location and