At this point there are more activity trackers to choose from than stars in the sky. But with its new Go, Withings has focused on two of the most important features aspiring fitness buffs will need: great battery life thanks to an E Ink display, and a prominent countdown to keep users motivated.

Available sometime in the first quarter of 2016 for $70, the Go can be slipped into a pocket, clipped to a belt, hung from a zipper, or even worn on the wrist with a silicone strap. It doesn’t matter where you carry it, the Go will intelligently detect and track your current activity, be it walking, running, swimming (it’s waterproof to 5 ATM), or even sleeping. There’s no need to manually switch between tracking modes.

The Go’s low-power E Ink display allows the activity tracker to run for about eight months on a single button cell watch battery. Using the free Withings Health Mate iOS or Android app that keeps tabs on activity levels, users can also specify target fitness goals. Their progress will be displayed on the tracker using a prominent circular countdown. If guilt is a valuable motivation tool for you, the Go will capitalize on that.

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The E Ink display also serves as a touch-sensitive button, letting users switch between fitness goals and tracking modes. Or when it’s time to just put their feet up and rest, it can also become a simple animated watch face.

It’s hard to justify the cost of a dedicated activity tracker with everything from smartphones to smartwatches already doing an admirable job of tracking your movements. But since you probably don’t want to bring your smartphone while you do laps in a pool, or run in the pouring rain, there’s still a place for dedicated devices like these for those truly dedicated to keeping fit.

[Withings]