Health wearables maker Misfit is putting its software on Pebble smartwatches

The Pebble smartwatch now features activity tracking tech from Misfit, the creator of the sleek fitness-focused wearable “Shine.”

This is the first time Misfit has extended its tracking app and algorithm technology to third-party hardware. Misfit’s Shine is a quarter-shaped, elegantly-designed wrist wearable that tracks sleep quality and fitness activities.

Misfit CEO Sonny Vu told VentureBeat that his company has made a strategic decision to distribute its software through existing smartwatch makers like Pebble. He believes the market for purpose-built fitness trackers may get much smaller when smartwatches (like the one coming soon from Apple) start hitting the market and are accepted by the mainstream.

“If I kept making just fitness trackers, I would be out of business in 12 to 18 months,” Vu said. Still, he said, Misfit will continue selling its Shine fitness app for the next few quarters to answer demand both in the U.S. and in a growing number of foreign markets.

The Misfit app on Pebble is now available in the Pebble app store and allows users to easily see steps and activity with a single glance at their Pebble smartwatch. The apps will integrate with the Misfit iOS app, enabling Pebble users to set activity goals, track their progress, and share and compete.

Misfit’s IndieGoGo campaign last year raised nearly $850,000, blowing past its $100,000 funding goal.

The company raised another $15.2 million last December.