Leading Brands in Personal Health & Fitness: Q2 2024 Analysis

Introduction

In the ever-evolving landscape of personal health and fitness, three brands have emerged as leaders in the U.S. during Q2 2024: Planet Fitness Gyms, Fitbit, and MyFitnessPal, Inc. These brands have captured significant monthly deduplicated audiences across their websites and apps, showcasing dynamic trends and user engagement. Sensor Tower's comprehensive data analysis provides unique insights into these brands' performance from Q1 to Q2 2024, highlighting their cross-platform user behavior and advertising strategies.

Planet Fitness Gyms

Planet Fitness maintains a robust digital presence with its website, planetfitness.com, and the Planet Fitness app.

• Audience Trends: From Q1 to Q2 2024, planetfitness.com saw a notable increase in visits, peaking in June with over 32M visits. The monthly deduplicated audience remained stable above 15M throughout the quarter, with app-only users consistently outnumbering web-only visitors.

• App Engagement: The Planet Fitness app experienced a surge in monthly active users, reaching nearly 9.5M in June, indicating strong mobile engagement.

• Ad Spend & Channels: Monthly ad spending witnessed fluctuations, with a peak in January at over $15M. Key channels included Facebook, Instagram, and OTT, with significant impressions from Snapchat.

Fitbit

Fitbit's digital footprint includes fitbit.com and the Fitbit: Health & Fitness app.

• Audience Trends: The website maintained a steady flow of visits, averaging around 14M monthly. The monthly deduplicated audience was consistently above 12M, with a strong app-only user base.

• App Engagement: The Fitbit app maintained stable monthly active user numbers, hovering around 9.3M to 9.8M throughout the quarter.

• Ad Spend & Channels: Fitbit's monthly ad spending increased significantly in May, with Instagram and Facebook being the primary channels for impressions.

MyFitnessPal, Inc.

MyFitnessPal's reach extends through myfitnesspal.com and the MyFitnessPal: Calorie Counter app.

• Audience Trends: The website consistently attracted over 20M visits per month, with the monthly deduplicated audience remaining above 11M. The app-only audience was notably larger than the web-only group.

• App Engagement: The MyFitnessPal app showed stable monthly active user numbers, averaging around 6.4M to 6.5M.

• Ad Spend & Channels: Monthly ad spending was highest in January, with TikTok being a significant channel for impressions, followed by Pinterest.

Conclusion

The leading brands in the Personal Health & Fitness category have demonstrated strong digital engagement and strategic advertising efforts in Q2 2024. Sensor Tower's unparalleled data insights highlight the cross-platform dynamics and audience behavior that drive these brands' success. Through comprehensive analysis across web, app, and advertising data, Sensor Tower continues to be a critical resource for understanding market trends and user engagement in the health and fitness sector.