Leading Brands in France’s Personal Health & Fitness Category: Q2 2024 Overview

In the ever-evolving landscape of personal health and fitness, several brands have emerged as leaders in France, boasting significant monthly deduplicated audiences across their websites and apps. This article delves into the performance trends of Strava, Inc., Komoot, and AllTrails, Inc. from Q1 to Q2 2024, highlighting their audience engagement and advertising strategies.

Strava, Inc.

Strava, Inc. maintains a robust digital presence through its website, strava.com, and the Strava: Run, Bike, Hike app. Known for its community-driven fitness tracking, Strava has consistently engaged a wide range of users.

• Audience Trends:

  • Strava.com experienced a consistent increase in unique visits, peaking at approximately 688K in May.

  • The monthly deduplicated true audience grew steadily, surpassing 3.7M by June, with a majority accessing via the app.

  • The app-only audience was notably dominant, consistently over 3M monthly.

• App Engagement:

  • Monthly active users on the app rose from 1.6M in January to nearly 1.9M in May, indicating strong mobile engagement.

• Ad Spend & Channels:

  • While overall monthly ad spend was modest, Instagram was the primary channel, with over 15M impressions in January.

  • A noticeable decline in ad spend was observed from March to May, with a slight increase in June.

Komoot

Komoot’s digital strategy includes its website, komoot.com, and the komoot - hike, bike & run app. Renowned for its outdoor route planning and navigation, Komoot has seen impressive growth.

• Audience Trends:

  • Komoot.com experienced a significant traffic surge in April, with visits reaching over 7M.

  • The monthly true audience grew to over 1.5M in May, driven by both app and web users.

• App Engagement:

  • The app’s monthly active users peaked at 840K in May, reflecting a strong preference for mobile access.

• Ad Spend & Channels:

  • June saw a strategic increase in monthly ad spend, primarily on Facebook, resulting in over 800K impressions.

AllTrails, Inc.

AllTrails, Inc. leverages its website, alltrails.com, and the AllTrails: Hike, Bike & Run app for its audience engagement. Known for its expansive trail database, AllTrails has captured a loyal user base.

• Audience Trends:

  • Alltrails.com visits spiked to over 3M in May, showcasing a significant uptick in web engagement.

  • The monthly true audience surpassed 1.2M in May, with balanced access between app and web.

• App Engagement:

  • The app’s monthly active users increased steadily, reaching over 850K by June.

• Ad Spend & Channels:

  • A substantial increase in monthly ad spend was observed in June, with Facebook and Instagram leading the way, generating over 5M impressions.

Conclusion

These brands exemplify the dynamic nature of the personal health and fitness category in France. Strava, Komoot, and AllTrails have each demonstrated unique strengths in audience engagement and strategic advertising. Sensor Tower’s comprehensive data, including Web Insights, Pathmatics, and App Performance Insights, provides unparalleled insight into their performance, enabling a deeper understanding of cross-platform user behavior. This data empowers decision-makers with the strategic insights necessary to navigate the competitive landscape effectively.