FIT came on the radar screen not too long ago and listed as a buy in some articles. The short question was asked and it appears short interest has risen as the stock has risen, see WSJ link below.
Now, while it is a good thing to do whatever it is you need to do to be motivated to exercise it has been shown that these devices are largely inaccurate. I'm not sure that bothers me as they aren't used to become elite athletes and the inaccuracy isn't leading you to not exercise. The market for wearable tech is growing and the tech will only get better with time, so what to do. I would look for a pull-back and then buy at-the-money-calls for 6-months out. Or, if you are comfortable owning, buy the equity and sell covered calls as it rallies. Just go out-of-the-money or risk a high probability of having the stock called away.
blogs.wsj.com/moneybeat/2015/07/17/short-sellers-circle-shake-shack-fitbit-and-etsy/?mod=yahoo_hs
Happy Trading!
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