Leading Brands in US Personal Health & Fitness Category: Q4 2024 Analysis

Introduction

As the personal health and fitness industry continues to evolve, key players like Planet Fitness Gyms, Fitbit, and MyFitnessPal are at the forefront, attracting significant audiences across their digital platforms. Sensor Tower's comprehensive data insights reveal intriguing trends and performance metrics for these brands from Q3 2024 to Q4 2024. Our unique ability to cross-reference web, app, and advertising data provides unparalleled insights into cross-platform user behavior.

Planet Fitness Gyms

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

• Audience Trends: The website observed fluctuating visits, with a notable increase in December, reaching over 26M visits. Monthly unique visits hovered around 3.2M to 4M. The monthly deduplicated audience remained stable, exceeding 15M in December.

• App Engagement: The app's monthly active user base decreased slightly from 8.8M in July to 7.7M in December, suggesting a seasonal fluctuation.

• Ad Spend & Channels: Monthly advertising spend varied, peaking in October at over $7M. Key channels included Instagram and YouTube, with Instagram delivering significant impressions, especially in July with 290M impressions.

Fitbit

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

• Audience Trends: Website visits decreased, reaching their lowest in November with around 3.3M visits. However, December saw a recovery to 5M visits. The monthly deduplicated audience remained above 9.9M throughout the quarter.

• App Engagement: Monthly active users showed slight fluctuations, maintaining above 8.5M each month, indicating stable user engagement.

• Ad Spend & Channels: Monthly ad spend saw a notable increase in November, surpassing $1M, with Facebook being a major channel for impressions, achieving over 88M in that month.

MyFitnessPal, Inc.

MyFitnessPal's digital reach spans the website myfitnesspal.com and the MyFitnessPal: Calorie Counter app.

• Audience Trends: The website maintained consistent traffic, with visits peaking in October at over 20M. Monthly unique visits remained stable, around 1.1M.

• App Engagement: Monthly active users showed a gradual decline from 6.4M in July to 5.2M in December, reflecting a potential seasonal trend.

• Ad Spend & Channels: Advertising efforts increased towards the end of the quarter, with December monthly spending reaching over $250K. Pinterest was a key channel, delivering substantial impressions in the same month.

Conclusion

The personal health and fitness sector remains vibrant, with leading brands like Planet Fitness, Fitbit, and MyFitnessPal showcasing dynamic digital strategies. Sensor Tower's unique data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide critical insights into these brands' performance, highlighting the importance of a multi-platform approach to audience engagement. Sensor Tower's comprehensive analytics empower decision-makers with the data needed to drive strategic growth and innovation.