Pebble is the indie band of smartwatches. Ever since the startup company of the same name launched its record-breaking Kickstarter campaign four years ago, it has attracted an enthusiastic fan base of early adopters. The watches tend to look like toys, but they’re durable and water resistant, with week-long battery life. And Pebble’s homegrown, open-source software and competitive pricing have won it plenty of fans.

But it’s hard to grow a niche business, and Pebble knows that. So the company has decided to shift focus a little bit, and is now emphasizing one particular feature on its newer watches: health and fitness tracking.

I know, I know: not another one.

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