Leading Brands in Personal Health & Fitness: Q1 2025 Insights

In the ever-evolving world of personal health and fitness, certain brands have emerged as leaders in California, boasting significant monthly deduplicated audiences across their websites and apps. This article delves into the performance and trends of three key players: Fitbit, Strava, Inc., and AllTrails, Inc., using data from Q4 2024 to Q1 2025.

Fitbit

Fitbit is renowned for its innovative health tracking solutions, with a strong digital presence through its website, fitbit.com, and the Fitbit: Health & Fitness app.

• Audience Trends: Fitbit maintained a stable monthly deduplicated audience consistently above 1.3M throughout the quarter. Notably, the app dominated with over 1.2M app-only visitors monthly, while web-only visitors remained below 45K.

• App Engagement: Monthly active users on the app hovered around 430K, peaking in January at 470K.

• Ad Spend & Channels: Fitbit's monthly advertising expenditure was minimal, with only a brief campaign in November on Instagram, resulting in impressions just over 80K.

Strava, Inc.

Strava, a leader in activity tracking for athletes, operates the website strava.com and the Strava: Run, Bike, Hike app.

• Audience Trends: Strava's monthly deduplicated audience saw fluctuations, dropping to around 730K in February before rebounding in March to approximately 880K. The web platform exhibited high engagement, with visits per unique visitor reaching 15.

• App Engagement: Monthly active users on the app varied, starting at 375K in October and reducing to 290K by February, before rising again in March to over 340K.

• Ad Spend & Channels: Strava's advertising efforts were robust, with significant monthly spends on Instagram, reaching over $48K in March, resulting in 12M impressions.

AllTrails, Inc.

AllTrails is known for its comprehensive trail maps and guides, offering alltrails.com and the AllTrails: Hike, Bike & Run app.

• Audience Trends: AllTrails experienced a consistent monthly deduplicated audience, with numbers around 800K in March. The website saw a steady increase in visits, peaking at over 1.7M.

• App Engagement: The app's monthly active users showed resilience, growing from 240K in December to more than 340K by March.

• Ad Spend & Channels: AllTrails increased its monthly ad spend significantly in March, reaching nearly $140K, primarily on Facebook and Instagram, with total impressions surpassing 36M.

Conclusion

Sensor Tower's comprehensive data, encompassing web insights, app performance, and advertising analytics, provides an unparalleled view into the digital strategies of leading personal health and fitness brands. With the unique ability to cross-reference this data, businesses can gain critical insights into user behavior across platforms. For more detailed insights, explore Sensor Tower's Web Insights, App Performance Insights, and Pathmatics offerings.