A fixing device includes an endless belt-shaped fixing member, a rotary pressing member disposed opposite the fixing member, a stationary member, a friction reducer, and a activation device. The endless belt-shaped fixing member formed in a loop moves in a predetermined direction and fixes a toner image on a recording medium by heating and fusing the toner image. The stationary member is provided inside the loop and pressed against the rotary pressing member through the fixing member to form a nip between the rotary pressing member and the fixing member through which the recording medium bearing the toner image passes. The friction reducer disposed between the fixing member and the stationary member reduces friction generated therebetween. The activation device provided inside the loop of the fixing member moves the friction reducer to change a portion of the friction reducer that comes between the fixing member and the stationary member.