Fitbit needs little introduction, and the latest in their line of wearable fitness devices, the Fitbit Flex, is now shipping for $99.95. First seen back at CES in January, the Flex has been a little while coming to market but now it's here.

The Flex is a wristband device, capable of syncing to the Fitbit iOS app via Bluetooth 4.0 on the iPhone 4S and the iPhone 5. Like previous Fitbit devices, the Flex will track steps taken, distance covered and calories burned as well as the newly tracked active minutes. This stat tracks how many moderate-intensity cardio activity minutes you have per day. The Flex also tracks your sleep patterns as with some previous devices, and includes a Silent Wake alarm designed to wake you up with vibrations. So, you don't have to wake up your partner when you get up for work. And they'll thank you for that.

The Fitbit Flex is available now from and major U.S. retailers for $99.95. The iOS app is a free download from the App Store.

Source: Fitbit (BusinessWire)