Leading Brands in Health & Wellness: Q1 2025 Insights

Introduction

As the health and wellness industry continues to thrive in Great Britain, several brands have made significant strides in expanding their digital reach. In Q1 2025, Strava, MyFitnessPal, and Fitbit emerged as leading brands with substantial monthly deduplicated audiences across their websites and apps. This article delves into their performance trends from Q4 2024 to Q1 2025, highlighting their audience engagement and advertising strategies. Sensor Tower's comprehensive data, encompassing web, app, and advertising insights, provides a unique lens into these brands' digital journeys.

Strava, Inc.

Strava's digital presence is robust, featuring its website, strava.com, and the Strava: Run, Bike, Hike app.

• Audience Trends: From Q4 2024 to Q1 2025, strava.com experienced a notable increase in visits, rising from approximately 12.9M in December to over 22M by March. The monthly deduplicated audience consistently remained above 5.7M in Q1 2025, with a balanced distribution between web and app users.

• App Engagement: The app's monthly active users saw steady growth, surpassing 1.7M in March 2025, indicating a strong preference for mobile experiences.

• Ad Spend & Channels: Strava's monthly advertising expenditure witnessed fluctuations, with a peak in March at over $65K. Instagram was the primary channel, delivering the majority of impressions.

MyFitnessPal, Inc.

MyFitnessPal's digital ecosystem includes its website, myfitnesspal.com, and the MyFitnessPal: Calorie Counter app.

• Audience Trends: myfitnesspal.com experienced a significant surge in visits, jumping from approximately 3.5M in December 2024 to over 6.2M in January 2025. The monthly deduplicated audience remained above 2.6M throughout Q1 2025, with the app-only audience dominating.

• App Engagement: The app's monthly active users peaked at over 1.8M in January 2025, reflecting a strong user base and growing mobile engagement.

• Ad Spend & Channels: Interestingly, MyFitnessPal reported no monthly ad spend in this period, focusing instead on organic growth.

Fitbit

Fitbit maintains a dynamic presence through its website, fitbit.com, and the Fitbit: Health & Fitness app.

• Audience Trends: fitbit.com saw fluctuating visits, with a peak of over 1.3M in January 2025. The monthly deduplicated audience remained above 2.5M, with a significant portion accessing via the app.

• App Engagement: The app's monthly active users consistently exceeded 1M in Q1 2025, demonstrating stable user engagement.

• Ad Spend & Channels: Fitbit's advertising efforts were minimal, with negligible monthly spend and impressions, focusing instead on leveraging its established brand presence.

Conclusion

In Q1 2025, Strava, MyFitnessPal, and Fitbit showcased distinct strategies in engaging their audiences across platforms. Strava and Fitbit leveraged both web and app channels effectively, while MyFitnessPal capitalized on its app's strong user base. Sensor Tower's unparalleled data insights provide a comprehensive view of these brands' digital footprints, highlighting their unique approaches in the competitive health and wellness market. By utilizing Sensor Tower's insights, decision-makers can strategically navigate this dynamic landscape, ensuring informed and impactful business strategies.