Withings Go is the Kindle Paperwhite of fitness trackers

Given the considerable success Pebble has had with e Ink wearables, it’s a little surprising we’ve seen so few other companies go that route. One which has already popped up is the new GO tracker from Withings, (the makers of the Activite Pop smartwatch) which comes with an e-ink display on the front as well as a clip on the back to fasten it to just about anywhere like your pockets, shoelaces, a backpack, your shirt, or basically anywhere, even a keychain thanks to the loop at the end of the clip.

Like Withings’ other devices, the Go can discern the difference between walking, running and swimming, which you can do since it’s waterproof. Now that a lot of them can track sleeping stats, activity trackers only make sense as 24/7 devices – if you wear one inconsistently, then you’re getting incomplete data about your health. Using the free Withings Health Mate iOS or Android app that keeps tabs on activity levels, users can also specify target fitness goals. It packs a simple aesthetic with a sizeable circular touch-enabled always-on E Ink display that’s glanceable and visible, even in bright sunlight. It’s very power efficient but it’s also a black and white display.

Fitness tracking is nothing new, but more companies are rolling out entry-level products this week at CES in an effort to convert the uninitiated.

I’ve been using a Withings Pulse fitness tracker for the past two years, and I like that it’s small, offers more than a week of battery life, and encourages me to exercise. But since you probably don’t want to bring your smartphone while you do laps in a pool, or run in the pouring rain, there’s still a place for dedicated devices like these for those truly dedicated to keeping fit. Having the freedom to wear your tracker somewhere else means you can still wear an elegant luxury watch on a night out while keeping your fitness tracker on you, but out of sight.

The $70 Withings Go is the cheapest to date.