It's the new year, and you know what that means: everyone is trying to lose weight. Nothing wrong with starting the year off trying to shed a few pounds – but the hard part is staying motivated. There are a flurry of apps that can aid in such a quest, but the real benefit comes when your workout data can be automatically synced with your smart device. And now, Fitbit – a site/service "dedicated to helping people lead healthier, more active lives" – is getting into the game with its own wristband, a la Jawbone's Up or Nike's Fuelband.

It's called Flex, and is designed to keep up with your workouts, calories burned, distance traveled, hours slept, and quality of sleep. It even has a built-in alarm to subtly wake you up without disturbing your partner. Isn't that sweet?

Flex is available now for pre-order for $99, with an expected ship timeline of Spring 2013, giving you a few more months before you have to start working on that New Year's Resolution. So, go ahead and hit the buffet one last time.

LAS VEGAS--(BUSINESS WIRE)--Today at the Consumer Electronics Show (CES), Fitbit, the leading innovator and market leader in the growing Connected Health & Fitness category, debuted the Fitbit Flex™ Wireless Activity + Sleep Wristband. Flex is the first and only wristband on the market to sync with Bluetooth 4.0 – which means more flexibility when you’re on the go and want to check your stats. By combining its expertise in building high performance wireless connected devices with a flexible, comfortable wristband format, Fitbit plans to accelerate the category growth by becoming the first and only brand to offer a clip and wristband tracker option.

Fitbit Flex is a slim, stylish activity and sleep tracking wristband that’s with you all the time and helps make fitness part of your everyday lifestyle. The new Fitbit Flex tracks steps taken, distance travelled, and calories burned, encouraging you to walk more and do more through bright LED indicator lights on the wristband that give you immediate feedback on your progress to a goal throughout the day. It also tracks how long and how well you sleep, allowing you to learn how to sleep better.

Flex uses Bluetooth 4.0 to sync your data automatically to your Fitbit dashboard using select iPhone, iPad and Android devices, or your computer – no buttons to push, nothing to plug in. With Flex, your smartphone or tablet become your dashboard, giving you access to Fitbit’s rich graphs and tools (leaderboard, badges, etc.) on the go to keep you motivated throughout the day. By adding a wristband tracker to its activity tracker portfolio, Fitbit offers everyone more ways to wear their trackers, and more ways to fit them more seamlessly into their everyday lifestyle.

“People are becoming more aware of the significant health benefits that come from moving more throughout the day. Fitbit has proven expertise in providing a great experience that will actually get people to move more each day – this is done with our easy-to-understand graphs and charts, ability to set daily goals and compete with friends and family,” says James Park, CEO and co-founder of Fitbit. “We’re aware that there is no ‘one size fits all’ option in fitness, so Fitbit wants to offer the widest variety on the market. When we saw that we could bring our knowledge to a wristband format done right, we had to create the new Flex.”

Fitbit Flex ($99.95) is available for pre-orders starting today on Fitbit.com and will ship in Spring 2013.

Unforgettable Wristband Design

The slim and stylish Flex is comfortable to wear all day, motivating you to achieve your daily fitness goals. Flex’s indicator lights will illuminate as you hit 20% increments of reaching a goal (such as walking 10K steps). Flex comes in five great colors and you can even switch bands to match your mood or help make fitness part of your lifestyle.

Fitbit Flex features and benefits include:

Know your stats: Tracks steps, distance, calories burned, and active minutes

Tracks steps, distance, calories burned, and active minutes Getting good ZZZs: Tracks quality of sleep (# of hours, how many times you wake up, sleep efficiency index) and uses a silent alarm that vibrates to wake you up gently

Tracks quality of sleep (# of hours, how many times you wake up, sleep efficiency index) and uses a silent alarm that vibrates to wake you up gently First and only wristband to: Sync to select mobile devices via Bluetooth 4.0 (first all-day wristband tracker to offer this capability). It also syncs wirelessly and automatically to your computer.

Sync to select mobile devices via Bluetooth 4.0 (first all-day wristband tracker to offer this capability). It also syncs wirelessly and automatically to your computer. Multi-platform: Syncs to select iPhone and, now, select Android devices

Syncs to select iPhone and, now, select Android devices With you all the time: Comfortable enough to wear all day. Water-resistant. Wear it in the shower.

Comfortable enough to wear all day. Water-resistant. Wear it in the shower. Match your mood or personality: Flexible, interchangeable tracker with a variety of colorful wristbands (Black, Slate, Teal, Tangerine, Navy)

Flexible, interchangeable tracker with a variety of colorful wristbands (Black, Slate, Teal, Tangerine, Navy) Rich mobile and online offerings: iPhone and Android App and Online tools – shows activity charts, leaderboards and more. Set goals, view progress and earn badges.

iPhone and Android App and Online tools – shows activity charts, leaderboards and more. Set goals, view progress and earn badges. Social motivation: Connect with friends and family for support or friendly competition

Connect with friends and family for support or friendly competition Even more health and fitness tools: Log food, weight and more on Fitbit’s website or apps

Flex to Sync Through Bluetooth 4.0 for select iPhone and Android Devices

Flex is the first all-day wristband tracker with Bluetooth 4.0 connectivity, so it can wirelessly and automatically sync your stats to select Apple and Android devices. Using the Fitbit mobile app, you can to set a goal, see stats updated, and track your progress when you are on the go. And because you can sync wirelessly throughout the day, you can also receive notifications on your phone when you are close to your goals to keep you motivated and, when you meet your goals, to celebrate your achievements.

Rich Social and Mobile Platform for Motivation and On-the-Go Stats

Like all Fitbit trackers, you can also sync your data to your online account through your computer with an included Bluetooth 4.0 USB dongle. Whether online or on a mobile device, you can see graphs, earn activity badges, set up a friendly competition with friends and family, and log food or other work-outs. These tools encourage you to stay active and keep you motivated. You can even compete on the Fitbit leaderboard that refreshes throughout the day for moment-to-moment inspiration. If you’re more self-motivated, you can earn badges for daily or lifetime achievements.

Fitbit also integrates with many popular health and fitness apps, including Endomondo, LoseIt, MapMyFitness, MyFitnessPal and Sparkpeople, to allow users to share data from their favorite apps.

Android Syncing

More news! Not only is Fitbit is the only player in the personal connected health and fitness device space to offer an Android app, it also will be the first to offer Bluetooth 4.0 syncing capabilities to select Android devices, coming late in January/early February. Owners of the Fitbit One, Zip and now Flex will be able to track their progress on select Android phones. The updated Android app will be compatible with the Samsung Galaxy SIII and Samsung Note II. More devices will be available soon.

This new development emphasizes Fitbit’s investment in multiplatform mobility. Earlier this month, Fitbit released an app built specifically for the Microsoft Surface Tablet.

Rapidly Growing Product Line and Company Growth

Fitbit Flex follows on the successful launches of three Fitbit products within the last year: the Fitbit Aria Wi-Fi Smart Scale, Fitbit Zip and Fitbit One Wireless Activity + Sleep Trackers. Fitbit products are carried in over 10,000 U.S. retailer stores, and sold internationally, in countries like Canada, Spain, UK, France, Germany, Australia and New Zealand.

Fitbit at CES 2013

Please come by the Fitbit CES booth where you can see the new Flex wristband and the entire Fitbit product line showcased – LVCC, South Hall 2 - #26303.

Also, Fitbit’s CEO is taking part in the following two panels at the show: