Ten years ago, a hardware startup launched a fitness device onstage at TechCrunch 50. The $99 gadget combined a pedometer with a diet-monitoring system, designed to help wearers meet their fitness goals.

Of course, a lot has changed for Fitbit in the intervening decade. The company has since become synonymous with fitness trackers in the U.S. In 2015, it filed for a $358 million IPO.

After several years of defining the wearables category, things have gotten a bit rockier, however, as the company contends with increased competition from the premium Apple Watch and low-cost trackers from companies like Xiaomi.

Through acquisitions like Pebble and Vector, the company has improved its fortunes by building its own smartwatch line. Fitbit has also begun to transition into the healthcare industry through partnerships with companies like Blue Cross Blue Shield.

Fitbit’s co-founders James Park and Eric Friedman will join us onstage to discuss their process for growing a hardware startup and navigating often fickle industry trends.

Disrupt SF runs October 2 to October 4 at the Moscone Center in San Francisco. Tickets are available here.

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