Leading Brands in US Personal Health & Fitness: Q4 2023 Analysis

The Personal Health & Fitness category in the US continues to thrive, with leading brands like Fitbit, Planet Fitness Gyms, and MyFitnessPal, Inc. maintaining significant digital presences across websites and apps. In this article, we explore their performance from Q3 2023 to Q4 2023, leveraging comprehensive data from Sensor Tower.

Fitbit

Fitbit is renowned for its innovative fitness trackers and smartwatches, helping users lead healthier, more active lives. Its digital ecosystem includes its website, fitbit.com, and the Fitbit: Health & Fitness app.

• Audience Trends: Throughout Q4 2023, fitbit.com maintained a stable monthly audience with 2.8M to 3M unique visitors. The monthly deduplicated audience showed a slight decline, remaining above 13M.

• App Engagement: The app experienced a gradual decline in monthly active users, closing December with approximately 9.3M, down from 10.2M in July.

• Ad Spend & Channels: Fitbit's monthly ad spend peaked in November with an impressive $3.6M, primarily focused on desktop video and Facebook channels, generating substantial impressions.

Planet Fitness Gyms

Planet Fitness is a leading gym franchise known for its "Judgement Free Zone" and accessible fitness environment. It operates through its website, planetfitness.com, and the Planet Fitness app.

• Audience Trends: The website saw an increase in monthly unique visitors, reaching nearly 3.9M by December. The monthly deduplicated audience grew steadily, exceeding 14M.

• App Engagement: The app's monthly active users stabilized around 7.8M in December, up from a low of 6.8M in September.

• Ad Spend & Channels: Planet Fitness invested heavily in advertising, with December's monthly spend exceeding $8.7M. Instagram and Snapchat were key channels, delivering massive impressions.

MyFitnessPal, Inc.

MyFitnessPal, known for its comprehensive calorie-counting app, empowers users to track their diet and exercise. Its presence is marked by its website, myfitnesspal.com, and the MyFitnessPal: Calorie Counter app.

• Audience Trends: The website's monthly unique visitors decreased to about 1.8M in December. However, the monthly deduplicated audience remained robust, with figures hovering around 9.5M.

• App Engagement: The app saw a consistent decline in monthly active users, ending December with approximately 5.5M.

• Ad Spend & Channels: MyFitnessPal's monthly ad spend increased significantly, peaking at $224K in December. TikTok emerged as a dominant platform for impressions.

Conclusion

The data from Sensor Tower highlights the dynamic nature of the Personal Health & Fitness sector, with each brand exhibiting unique trends across their digital platforms. Sensor Tower's unparalleled data offering provides invaluable insights into cross-platform user behavior, crucial for understanding market dynamics. For detailed web insights, advertising spend, and app performance, Sensor Tower remains the go-to resource.

For more information on our offerings, visit Web Insights, Pathmatics, and App Performance Insights.