Leading Brands in Personal Health & Fitness in GB: Q1 2025 Overview

The Personal Health & Fitness category witnessed significant activity in Q1 2025, with leading brands like Strava, MyFitnessPal, and Fitbit capturing substantial monthly deduplicated audiences across their platforms. This article delves into the performance and trends of these brands, leveraging Sensor Tower's comprehensive data insights.

Strava, Inc.

Strava is renowned for its social fitness network, connecting millions of athletes via its website, strava.com, and the Strava: Run, Bike, Hike app.

• Audience Trends: From Q4 2024 to Q1 2025, strava.com experienced a significant increase in visits, peaking at 22M in March 2025. Unique visits also rose, suggesting an uptick in user engagement.

• App Engagement: The app maintained steady monthly growth, with monthly active users rising from 1.5M in October 2024 to over 1.7M in March 2025.

• Ad Spend & Channels: Strava's monthly ad spend was primarily focused on Instagram, with impressions reaching nearly 9.5M in March 2025. Facebook also played a significant role, although with fewer impressions.

MyFitnessPal, Inc.

MyFitnessPal is a leader in dietary tracking and calorie counting, featuring its website, myfitnesspal.com, and the MyFitnessPal: Calorie Counter app.

• Audience Trends: myfitnesspal.com saw a notable increase in visits in January 2025, reaching over 6M. This spike suggests heightened interest post-holidays, stabilizing to around 5M in March.

• App Engagement: The app also saw a surge in monthly active users, peaking at approximately 1.8M in January, before stabilizing around 1.7M in March 2025.

• Ad Spend & Channels: Notably, MyFitnessPal did not allocate budget to advertising in this period, focusing instead on organic growth.

Fitbit

Fitbit, a pioneer in wearable health technology, offers its services via fitbit.com and the Fitbit: Health & Fitness app.

• Audience Trends: The website's visits peaked at over 1.3M in January 2025, followed by a decline in the subsequent months, indicating seasonal fluctuations.

• App Engagement: The Fitbit app maintained a stable monthly user base, with monthly active users consistently around 1M from October 2024 to March 2025.

• Ad Spend & Channels: Minimal monthly ad spend was observed, limited to Facebook in late 2024, with no significant advertising in 2025.

Conclusion

The Personal Health & Fitness category in GB continues to thrive, with Strava, MyFitnessPal, and Fitbit leading the charge. Sensor Tower's unparalleled data insights reveal the dynamics of cross-platform user behavior, highlighting the importance of both web and app ecosystems. For more detailed insights, explore our Web Insights, App Performance Insights, and Pathmatics offerings. These tools provide unique advantages for decision-makers, empowering them to strategize effectively in an ever-evolving digital landscape.

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