Not every beloved brand in the world can make it into a season of business oars. We tell the sprawling-long tales of industry and innovation which means lots of big-money players don't make the cut. For every

Pizza Hutter Domino's there's a Little Caesars or a Papa John's that doesn't

get the Marqu marquee treatment.

That's why this year on Business Wars, we're going to periodically spotlight the insurgent

brands, the innovators, and the early adopters that sometimes get forgotten in the Wall Street whack-a-mole of big business.

And today we're bringing you a wearable tech company that once upon a time was inescapable.

Fitbit was a pioneer in the development of health monitors and smart watches,

but was lapped many times over by the now iconic Apple Watch.

The hype may have fizzled but without Fitbit the

winners of the wearable market may never have achieved the enormous success that

immortalized them in our culture and as we gear up for our season on Apple versus Samsung in the battle over smart watches,

we have to go back to the early years of the industry.

These days it seems like everybody in their dog has a smart watch of some kind tracking steps and

workouts while also fielding calls and texts but before Apple and Samsung took

over our wrists there was Fitbit soon that small clip-on became a slide-on, a wristband, that is.

Later, Fit-bit morphed into what we know today,

an affordable device for monitoring a slew of wellness markers.

And without Fitbit's innovations in health tracking,

well, the major tech companies like Apple and Samsung

would have been looking at a very different landscape or perhaps never entered into it.

There's a rich history here.

So to walk us through it, we called up a couple of Fitbit OGs.

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