Leading Personal Health & Fitness Brands in CA: Q4 2024 Analysis

In the dynamic realm of personal health and fitness, brands like Fitbit, AllTrails, and Strava have emerged as frontrunners in California. As we delve into Q4 2024, Sensor Tower provides a comprehensive analysis of these brands' digital footprints, highlighting key trends and insights.

Fitbit: Health & Fitness

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

• Audience Trends: From Q3 to Q4 2024, Fitbit's monthly deduplicated audience remained consistently above 1.4M. The audience distribution leaned heavily towards app users, with app-only visitors consistently surpassing 1.2M monthly. Web-only visitors hovered around 40K.

• App Engagement: Monthly active users for the app showed a slight decline from 460K in July to around 420K in December, indicating stable yet slightly reduced engagement.

• Ad Spend & Channels: Fitbit's monthly advertising activity was sporadic, with notable ad spend only in November, totaling around $400. Instagram was the primary channel, delivering over 80K impressions.

AllTrails: Hike, Bike & Run

AllTrails' presence is marked by its website, alltrails.com, and the AllTrails: Hike, Bike & Run app.

• Audience Trends: The monthly deduplicated audience for AllTrails saw a significant decline from Q3 to Q4, dropping from over 1.5M to below 600K by December. The web platform's traffic followed a similar downtrend, with visits decreasing from over 3.5M to about 1.5M.

• App Engagement: App engagement mirrored the audience trend, with monthly active users declining from 440K in July to about 240K in December.

• Ad Spend & Channels: AllTrails maintained a robust monthly advertising presence, with a peak spend of over $600K in August. Facebook and Instagram were the dominant channels, consistently delivering millions of impressions monthly.

Strava: Run, Bike, Hike

Strava's digital reach includes its website, strava.com, and the Strava: Run, Bike, Hike app.

• Audience Trends: Strava maintained a steady monthly deduplicated audience of around 800K throughout Q4. The app continued to attract the majority of users, with app-only visitors surpassing 690K consistently.

• App Engagement: App usage saw a gradual decline, with monthly active users decreasing from 400K in July to approximately 300K in December.

• Ad Spend & Channels: Strava's monthly ad spend peaked in October, reaching nearly $120K, with Instagram being the primary channel, accounting for the majority of impressions.

Conclusion

The personal health and fitness sector in California continues to thrive, with Fitbit, AllTrails, and Strava leading the charge. Sensor Tower's unparalleled data insights provide a comprehensive view of these brands' digital strategies, highlighting critical trends across web and app platforms. For businesses looking to understand cross-platform user behavior, Sensor Tower remains an invaluable resource.

For more in-depth insights, explore Sensor Tower's Web Insights, App Performance Insights, and Pathmatics.