Fitness Unleashed: Charting Europe's Health & Fitness Landscape

Key Takeaways:

• The European health & fitness app market reached record-breaking in-app revenue of over $420 million in 2023, marking a 9% YoY increase. Within this space, cycling, running & hiking apps –which include Strava, Komoot, and AllTrails – stood out as frontrunners. They contributed 27% to the total in-app purchases in 2023, amounting to over $115 million, up 16% YoY

  • Across health & fitness apps in Europe, Strava emerged as the leader in the space, with over $35 million in in-app revenue in 2023 (up 9% YoY), followed by MyFitnessPal ($23 million, up 12%) and Fitbit ($21 million, up 9%)

• The increasing emphasis on creating pedestrian-friendly environments might be a factor behind the rising popularity of walking apps in France. Usage of walking apps has – in fact – surged in recent years. In 2023, walking apps in France collectively achieved their highest average MAUs compared to any year since at least 2019, marking a 326% growth compared to 2019

  • Among top walking apps, gamification-focused app WeWard has emerged as the frontrunner in user engagement, with its MAUs increasing by over 6.5 million between 2019 and 2023, surging above heavyweights Komoot and Strava

• In 2023, Strava recorded the highest stickiness rate across major European countries, with nearly 30% of its MAUs engaging daily with the app. Strava also displays a unique pattern of user engagement, marked by a distinct increase in usage during the evening hours. The app’s revamped social features, which include challenges and groups, might contribute to its unique appeal, with 46% of positive reviews in Q4 2023 mentioning the app’s social features, up from 20% in Q4 2022

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