Leading Brands in US Personal Health & Fitness: Q1 2025 Analysis

Introduction

In the dynamic world of personal health and fitness, certain brands have distinguished themselves as frontrunners in the U.S. market, showcasing substantial monthly deduplicated audiences across their websites and apps. This article delves into the performance and trends of three leading brands: Planet Fitness Gyms, MyFitnessPal, Inc., and Fitbit. Leveraging comprehensive data from Sensor Tower, we examine audience trends, app engagement, and advertising strategies from Q4 2024 to Q1 2025.

Planet Fitness Gyms

Planet Fitness Gyms has established a robust digital presence with its website, planetfitness.com, and the Planet Fitness app.

• Audience Trends: The website experienced a peak in visits in December 2024, with over 26M visits. Monthly unique visits remained stable, averaging around 3M. The monthly deduplicated audience grew in January 2025, reaching over 17M.

• App Engagement: The app's monthly active users increased significantly in January 2025, surpassing 8.5M, indicating a strong preference for mobile engagement.

• Ad Spend & Channels: A notable spike in monthly ad spend occurred in January 2025, exceeding $20M, primarily through YouTube and OTT platforms, delivering billions of impressions.

MyFitnessPal, Inc.

MyFitnessPal, Inc. offers the myfitnesspal.com website and the MyFitnessPal: Calorie Counter app.

• Audience Trends: The website saw a substantial increase in visits in January 2025, reaching over 26M. Monthly true audience numbers also peaked, surpassing 11M.

• App Engagement: The app experienced a resurgence in monthly active users in January 2025, with numbers rising to over 6.8M.

• Ad Spend & Channels: January 2025 marked a significant rise in monthly ad spend, with over $1.1M allocated, mainly through Pinterest and YouTube, generating millions of impressions.

Fitbit

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

• Audience Trends: While web visits fluctuated, the monthly deduplicated audience remained relatively stable, hovering around 10M.

• App Engagement: The app maintained a strong base of monthly active users, consistently above 8.5M, peaking in January 2025.

• Ad Spend & Channels: Notably, Fitbit did not engage in any advertising spend during this period.

Conclusion

Q1 2025 highlighted significant digital engagement for leading health and fitness brands in the U.S. Planet Fitness, MyFitnessPal, and Fitbit each showcased unique strengths across web and mobile platforms, with varied advertising strategies. Sensor Tower's unparalleled data insights provide a comprehensive view of these trends, offering critical insights into cross-platform user behavior. For more detailed data, explore Sensor Tower's Web Insights, Pathmatics, and App Performance Insights.