Fitbit in push to lead the wearable tech boom Fitbit, a Silicon Valley maker of health gadgets, is to mount a major international marketing push in 2014 in an attempt to establish itself at the forefront of the new growth sector of wearable technology. The company aims to capitalise on new year health resolutions and the wider trend for healthier lifestyles to push its brand and devices into more mainstream positions this year. Fitbit was founded in San Francisco six years ago, but took until late 2009 to launch its first product. The company competes with direct rivals such as the French health gadget maker, Withings, the main technology giants, and sports brands including Nike and Garmin. Fitbit's range of microchip-packed wristbands, which track wearers" exercise and sleeping patterns, has become a common sight on the wrists of technology workers in Silicon Valley. The devices upload their data to an online account via a wireless link to their owner's computer or smartphone, building a digital lifestyle profile that the company says motivates people to exercise. Now, following a $43m (£26m) injection from backers including the venture capital arms of the microchip maker, Qualcomm, and the Japanese mobile network, Softbank, it aims to break into the mass market with an international marketing push. Industry analyst Juniper Research estimates the wearable fitness technology market will be worth $1.5bn in 2014, almost double 2012 sales. James Park, Fitbit's chief executive, said: "The next two years for us are going to be about serious brand building."