Leading Brands in US Personal Health & Fitness Category: Q3 2023 Overview

In the ever-evolving landscape of personal health and fitness, several brands continue to lead the charge in the United States. In Q3 2023, Fitbit, Planet Fitness Gyms, and MyFitnessPal, Inc. stood out with substantial monthly deduplicated audiences across their websites and apps. This article delves into the performance and trends of these leading brands from Q2 to Q3 2023, backed by Sensor Tower's comprehensive data.

Fitbit

Fitbit's digital presence remains robust, featuring its website, fitbit.com, and the Fitbit: Health & Fitness app.

• Audience Trends: From Q2 to Q3 2023, fitbit.com saw fluctuating visits, peaking in July at over 24M visits before dropping to around 17M in September. The monthly deduplicated audience remained stable, slightly above 15M throughout the quarter.

• App Engagement: The app maintained a steady monthly active user base of around 10M, with a slight decline towards the end of Q3.

• Advertising: Interestingly, Fitbit did not allocate any budget to advertising during this period, highlighting a reliance on organic growth.

Planet Fitness Gyms

Planet Fitness Gyms boasts a significant digital footprint with its website, planetfitness.com, and the Planet Fitness app.

• Audience Trends: In Q3 2023, the website experienced a decrease in visits from a high of 37M in May to 15M in September. The monthly deduplicated audience consistently hovered around 12M.

• App Engagement: The app's monthly active users peaked at over 9M in June, declining to about 7M by September.

• Ad Spend & Channels: Planet Fitness invested heavily in advertising, with monthly spends ranging around $7M. Significant impressions were driven through platforms like Instagram and Snapchat, with OTT channels contributing notably to their strategy.

MyFitnessPal, Inc.

MyFitnessPal, Inc. commands attention with its website, myfitnesspal.com, and the MyFitnessPal: Calorie Counter app.

• Audience Trends: The website maintained a high engagement level, with visits reaching over 37M in May before settling at around 23M in September. The monthly deduplicated audience remained just above 10M.

• App Engagement: Monthly active users on the app were steady, averaging about 7M throughout Q3, with a gradual decline observed.

• Ad Spend & Channels: MyFitnessPal's advertising spend was modest, with peaks in June. YouTube and Pinterest were the primary channels for their campaigns, driving substantial impressions.

Conclusion

The personal health and fitness sector continues to witness dynamic changes, with brands like Fitbit, Planet Fitness, and MyFitnessPal leading the charge. Sensor Tower's unparalleled data offerings provide critical insights into these brands' cross-platform user behaviors, empowering stakeholders with valuable market intelligence. For more detailed insights, explore our Web Insights and App Performance Insights products.

Stay tuned to Sensor Tower for the latest data-driven insights into the digital marketplace.