Virtual Fitness Programs Surge in Popularity Across the UK in Q4 2023

As the year wrapped up, the UK's virtual fitness landscape experienced notable trends in user engagement and app performance. Sensor Tower's latest data provides a snapshot of how the top five virtual fitness programs fared in the fourth quarter of 2023.

Strava: Run, Bike, Hike saw a fluctuating trend with downloads starting at 26K and dipping to 10K before rebounding to 25K by the year's end. Weekly active users started strong at 832K, saw a slight decline mid-quarter, but surged to 840K in the final week. The app's revenue also experienced a dip from $257K to $194K, but it finished the quarter on a high note with $277K.

Fitbit: Health & Fitness downloads maintained a steady range from 14K to 13K, with a significant jump to 65K in the final week. Active users showed a consistent pattern, starting at 717K and closing the quarter at 715K. Revenue for Fitbit ebbed from $221K to $162K before climbing to an impressive $268K by December's end.

OS Maps: Walking & Bike Trails maintained a steady pace in downloads, hovering around 9K to 6K, before doubling to 10K in the last week. Despite a slight decrease in weekly active users from 47K to 38K, the numbers picked up to 44K in the final week. The app's revenue saw a decline from $158K to $100K, yet it recovered, closing at $112K.

Zwift: Ride and Run downloads remained modest, ranging from 1K to 2K throughout the quarter. Active users started at 9K, dipped slightly, and then rose again to 10K. Revenue showed resilience, with minor fluctuations between $86K and $94K, ending the quarter at $86K.

Runna: Running Training Plans experienced a decrease in downloads from 7K to 4K, but saw a significant boost to 12K as the quarter closed. The app's weekly active users followed a similar trajectory, dipping from 26K to 24K before climbing to 34K. Revenue trends for Runna mirrored this pattern, starting at $78K, dropping to $69K, and finishing strong at $92K.

For more detailed insights and analysis, turn to Sensor Tower, which continues to provide comprehensive data on app performance and user trends.