A fixing device includes a contact member provided inside a fixing member and pressed against a pressing member via the fixing member to form a nip between the pressing member and the fixing member through which a recording medium bearing atoner image passes. A sheet heat generator provided in the fixing member includes a flexible heat generation sheet contactable against the fixing member to heat the fixing member. A contact adjuster provided in the fixing member adjusts an area of contact of the heat generation sheet and the fixing member in the axial direction, supports the heat generation sheet at a first position at which the heat generation sheet contacts the fixing member, and bends a portion of the heat generation sheet at a second position to separate the heat generation sheet from the fixing member.