Fitlinxx crowdfunds its direct-to-consumer heart rate tracker, AmpStrip

By Aditi Pai
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AmpStripShelton, Connecticut-based Fitlinxx, maker of the BtoB activity tracker Pebble, has launched a crowdfunding campaign on Indiegogo for its newest device, a bandaid-like heart rate tracker, called AmpStrip.

Fitlinxx first announced the device in November 2014.

"This is our first foray into consumer products that we would sell directly -- and we want to get it right," Fitlinxx explains on its crowdfunding campaign page. "We know how to manufacture. We know how to distribute. We need your help to innovate even faster and take the AmpStrip to the next level."

It's been about a week since the campaign launched, and AmpStrip has already surpassed its funding goal of $50,000 by almost $2,000. A select group of AmpStrip early backers will participate in a beta program starting in March to test the product and send feedback. 

The sensor is a small patch that the user sticks on their torso. It tracks heart rate, calories burned, respiration, body temperature, and posture. AmpStrip will stick to the skin for between three and seven days before the adhesive portion will need to be replaced, but the rechargeable battery on the device will last for more than seven days and charges in two to three hours.

The device will sync via Bluetooth to a companion app, called AmpInsights, which will be available on both iOS and Android devices when AmpStrip launches later this year. Fitlinxx also plans to sync the device to other fitness apps that support Bluetooth heart rate monitors, including Endomondo, MapMyRun, RunKeeper, and Strava.

AmpStrip is meant to be worn during workouts, swim sets, showers, and while sleeping.

Fitlinxx aims to make the device publicly available in July for $150. A three to six month supply of replacement adhesives will cost $30.