CES: New fitness tracker 'goes on forearm'
15 January 2014 Last updated at 00:49 GMT
Most wearable fitness trackers which claim to measure your pulse are designed to be worn on your wrist, or - more traditionally - with a chest strap.
But accessories maker Scosche is convinced the future lies in optical armbands which use a light to measure blood flow and calories burned.
The BBC's North America technology correspondent Richard Taylor spoke to the makers about the benefits of the device at the Consumer Electronics Show (CES) in Las Vegas.
You can follow Richard on Twitter @RichTaylorBBC.