Moov, the ingenious fitness tracking startup, levels up its hardware

More than any other startup I’ve written about – and that’s hundreds – Moov has changed my life. When I wrote in my February review of the startup’s first-gen device that I liked the little tracker so much I bought one, I wasn’t lying. And I have used it nearly every day since. Just a few hours ago, I ran 7.1 miles with Moov tracking my every step, its virtual coach in my ear updating me on my progress.

So I was genuinely excited – not faux-tech-reporter excited – to learn from Moov CEO Meng Li that the company is leveling up its hardware. The details are live on Moov’s site right now, but basically the company has announced an upgraded version of its tracker, which it’s calling the Moov Now. The Moov Now has a new look, a greatly increased battery life, and it will support daily activity and sleep tracking in addition to all of Moov’s current activities. Moov will also be debuting a new ‘master’ app that brings all of its different workout apps into one place. New exercises, like spin cycling and Tabata training, are coming too. And based on the company’s new promotional video, it sounds like they’ve even upgraded the Moov coach’s voice to make her sound slightly more human:

Basically, this is Moov 2.0. The new sensor costs US$59, at least for early adopters, which is actually cheaper than its first-generation sensor. Moov’s apps are free. Moov is actually headquartered in the US, but they’ll ship the current Moov to a number of Asian countries including Taiwan and Singapore, so the situation with the Moov Now is likely similar.

With this announcement, it’s clear that Moov is looking to push its device towards becoming more of an all-around health tracker rather than an exercise-specific tool. And its new design is clearly aimed at being a bit more aesthetically pleasing than the previous model. Whether or not you like the futuristic look of Moov Now, it’s certainly more interesting than the basic black or white circle the company previously offered.

As a Moov user, I still have a few questions about the Moov Now. Over time, I’ve found my current Moov annoying to strap to my ankle – it often pinches my leg hair and it’s possible to kick it off while running. It’s not clear whether the new Moov Now strap improves on this. The new battery life is also a bit of an enigma – Moov is claiming the Moov Now gets six months of battery life, but surely that must depend on how frequently and for what durations the device is used.

Thankfully, we won’t have to wait too long to answer these questions. The Moov Now will be available this fall, and Moov has promised to let Tech in Asia take a review unit for a spin in August.