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Wearables at work mean big business, says Fitbit CEO

Wednesday, 8 Jan 2014 | 2:07 PM ET
Fitbit Force
Source: Fitbit
Fitbit Force

Companies are beginning to embrace wearable wellness devices for employees—a major development, according to James Park, CEO of Fibit, which makes wearable activity trackers.

"Corporate is one of the fastest-growing parts of our business," he told CNBC during an interview at the Consumer Electronics Show in Las Vegas. "We power 30 of the Fortune 500 corporate wellness programs, so that's been a big part of what we do now."

(Read more: CES 2014: Wearable tech dominates)

Fitbit is already a leader in consumer wearables. In fact, its products—which are sold in about 30,000 stores in the U.S., including major retailers such as Target and Best Buy—accounted for 67 percent of units sold in the activity-tracking category last year, according to recent data from the NPD Group.

With more corporations looking to improve employee health and fitness, Fitbit is now angling to become the activity-tracking tool of choice in the enterprise space.

(Read more: Five tech trends for investors to watch in 2014 )

Wearable devices are taking over in the corporate environment the same way consumer mobile devices did, Park said.

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"It's really been a grassroots thing." he said. "Similar to how employees brought iPhones into the workplace to replace BlackBerry, employees who really love Fitbit are bringing [the devices] to their HR and saying, 'Let's use this as part of our corporate wellness program,' "

Companies using Fitbit products include British Petroleum, Autodesk and eBay. Fitbit also works with all the major U.S. insurers, Park said.

Health-care reform probably will further spur adoption of wearable tools, he added, making companies more interested in and willing to invest resources in workers' health.

"As the amount of money companies spend on wellness programs increases, I think we are definitely going to benefit from that," he said. "We've already established ... inroads with most of the major companies in the U.S. I'm excited to see that growth."

Despite the company's growth, this year's CES confirms that a number of competitors are creeping into its territory.

Intel, Sony and Lenovo are among the big names at the show announcing a big push into wearables. In addition, a slew of smaller companies are showcasing their latest wearable tech.

But that doesn't worry Park, who said that competition is a positive.

(Read more: CES: The big tech trends to watch )

"It's been amazing to see the competitors spread out at CES, but I think it's overall good because it raises awareness about wearables," he said. "And we're pretty comfortable with the position that we have."

By CNBC's Cadie Thompson. Follow her on Twitter @CadieThompson.

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