Maybe it’s because the image comes across as a Droid commercial for Verizon, but this caught my eye. My next reaction was three-fold. 1)Another fitness band? 2)Wait, but it’s only $50 and 3)Why is it only $50?

A source at the FCC tipped off Engadget to a low-cost fitness band that’s about to hit the market known as the Bowflex Boost. Like competing devices, it promises to track one’s daily activities, calories burned and even quality of sleep, but as a key differentiator, it’ll cost only $50. Similar to competitors such as the Nike FuelBand, Fitbit Flex and Jawbone Up, it’ll also come with a companion iOS app, which syncs fitness data over Bluetooth and helps users stay accountable to their fitness goals.

The Bowflex Boost was first announced this month during the earnings call of parent company Nautilus, which will leverage its direct-to-consumer sales channels to bring the bracelet to market in September. There are folks that swear by Bowflex fitness equipment while others say its cheap crap. Let’s hope this device marks a happy medium between the two at that price point.

Bowflex Boost fitness band coming to market in September for $50.