A fixing device includes a thermal conductor disposed inside a flexible endless fixing belt formed into a loop and configured to conduct heat from a heater to the fixing belt. The thermal conductor includes a center heating portion heated by the heater and disposed at a center of the thermal conductor in a longitudinal direction thereof orthogonal to a conveyance direction of a recording medium conveyed to the fixing belt and lateral end non-heating portions disposed at lateral ends of the thermal conductor in the longitudinal direction thereof and contiguous to the center heating portion. The center heating portion having a first diameter conducts heat from the heater to the fixing belt. The lateral end non-heating portions having a second diameter smaller than the first diameter of the center heating portion minimize conduction of heat from the heater to the fixing belt.