Health and fitness apps collected $4.5 billion in in-app purchases worldwide in 2025, a 13% rise, while downloads of the same category moved just 0.8%, according to Sensor Tower. That split defines the year. Below are the verified numbers on market size, conversion, retention, pricing and the companies reporting results.
Fitness App Market
How Big Is The Fitness App Market In 2026?
Statista Market Insights projects total revenue in the Health & Fitness app market at $29.55 billion for 2026. That figure covers in-app purchases, advertising and paid app sales together.
In-app purchases account for $16.83 billion of it and advertising $12.35 billion. Paid app revenue is a rounding error at $373.54 million.
| Revenue stream | 2026 projection |
|---|---|
| In-app purchases | $16.83 billion |
| Advertising | $12.35 billion |
| Paid app sales | $373.54 million |
| Total | $29.55 billion |
Source: Statista Market Insights, Health & Fitness app market worldwide, 2026 projection
Statista puts downloads in that market at 22.29 billion for 2026 and average revenue per download at $1.33. The same firm forecasts 7.73% compound annual growth to 2031, reaching $42.89 billion.
Scope changes the number sharply. Statista’s narrower Fitness Apps market, which excludes nutrition apps and advertising revenue and counts business-to-consumer spending only, is projected at $9.12 billion for 2026, a 22.8% increase. Check the scope line before comparing any two fitness app market estimates.
Fitness App Market Downloads Versus In-App Spending
Sensor Tower recorded 3.96 billion health and fitness installs in 2025. Download growth of 0.8% was weaker than in either 2023 or 2024.
In-app purchase revenue over the same year hit a record $4.5 billion, up 13%. Running and cycling apps and AI-powered nutrition and diet tracking ranked among the top subgenres by in-app purchase revenue growth.
| Metric | 2025 | Change vs 2024 |
|---|---|---|
| Category installs worldwide | 3.96 billion | +0.8% |
| In-app purchase revenue | $4.5 billion | +13% |
Source: Sensor Tower, State of Mobile 2026, calendar year 2025
AI Keywords Reshaped App Store Bidding
The share of health and fitness apps bidding on AI-themed keywords reached 28% in the most recent quarter Sensor Tower reported, up from 19% in Q4 2024. Average AI keywords used per app stood at 8, double the Q4 2024 level.
Cal AI used the most, averaging 35 AI keywords per quarter. Sensor Tower reports that AI-related search terms went on to account for 25% of that app’s total search-based downloads.
Source: Sensor Tower, State of Mobile 2026, published February 2026
Fitness App Market Conversion And Retention Benchmarks
Adapty’s State of In-App Subscriptions 2026 draws on 2025 data from more than 16,000 apps processing over $3 billion in subscription revenue, mostly from the Apple App Store. For Health & Fitness weekly subscriptions with a trial, the published funnel runs 9.5% install-to-trial, 42.2% trial-to-paid and 67.7% first renewal.
Timing is lopsided. In Health & Fitness, 86.1% of trials start on Day 0 and only 2.6% start across the Days 4 to 14 window.
| Funnel stage | Rate |
|---|---|
| Install to trial start | 9.5% |
| Trial to paid | 42.2% |
| First renewal | 67.7% |
Source: Adapty, State of In-App Subscriptions 2026, Health & Fitness weekly plans with trial, 2025
Region matters more than any single product decision. Install-to-trial runs 14.5% in North America against 7.6% to 10.2% in other regions, with a global figure of 11.2%.
The renewal curve below is the global average across all categories in the report. Because annual plans dominate Health & Fitness billing, each step on it represents a full year for most subscribers in the category.
Source: Adapty, State of In-App Subscriptions 2026, global average retention by renewal, 2025
Fitness App Market Revenue: LTV, Plan Mix And Concentration
Health & Fitness records a median 12-month install LTV of $1.21, the highest of any App Store category in the Adapty dataset. Productivity follows at $1.10 and Utilities at $1.09, with Entertainment last at $0.59.
Source: Adapty, State of In-App Subscriptions 2026, median one-year install LTV, 2025
Plan mix runs against the rest of the market. Annual plans took 61% of Health & Fitness subscription revenue in 2025, up from 51% in 2023, while weekly plans generate 56% of subscription revenue across the broader app market.
Pricing spread is wide. Germany charges 4.4x more than Turkey for the same annual subscription, and high-priced annual plans return $70 in one-year LTV against $17 for low-priced ones.
Where Subscription Revenue Concentrates
The top 10% of Health & Fitness apps capture 92.6% of category subscription revenue. Across all categories the figure is 94.5%, so concentration here is milder than in Lifestyle at 97.9%.
Source: Adapty, State of In-App Subscriptions 2026, top 10% share of category subscription revenue, 2025
New entrants face thinner returns. Subscription app launches rose 31% in 2025 against 2024 while median monthly revenue per new app fell 22%.
What Paywall Tests Actually Move
Adapty logged win rates by experiment type across its paywall dataset. Localisation leads on lifetime value at 62.3%, while visual and copy-only changes trail at 34.6%.
Source: Adapty, State of In-App Subscriptions 2026, share of tests producing an uplift, 2025
Fitness App Market Leaders: Peloton, Strava And MyFitnessPal
Peloton reported 2.662 million ending paid connected fitness subscriptions for the quarter ended 31 March 2026, down 218,000 or 7.6% year on year. Paid app subscriptions came to 522,000.
Subscription revenue still rose 2% to $428 million, and total revenue reached $631 million on net income of $26 million.
| Peloton metric | Q3 FY2026 | Change |
|---|---|---|
| Paid connected fitness subscriptions | 2.662 million | −218,000 (−7.6%) |
| Paid app subscriptions | 522,000 | Not stated |
| Subscription revenue | $428 million | +2% |
| Total revenue | $631 million | +1% |
Source: Peloton Interactive, Q3 FY2026 results, quarter ended 31 March 2026
Strava describes itself as having more than 195 million users in over 185 countries in its July 2026 releases, against more than 180 million in its December 2025 Year in Sport announcement. Strava is private and does not publish revenue, so circulating figures are third-party estimates that disagree with each other.
Its July 2026 adiClub tie-up with Adidas, the Herzogenaurach sportswear group, lets United States and Canada users earn points for GPS-tracked activities. A May 2026 strength update added 14 partner integrations, with Strava’s chief product officer citing over 500 million strength uploads in 2025.
MyFitnessPal closed its acquisition of Cal AI in December 2025 and announced it in March 2026. TechCrunch reported Cal AI had passed 15 million downloads and over $30 million in annual revenue in under two years; terms of the deal were not disclosed.
Fitness sold with hardware sits outside these subscription rankings. That covers wearables from Apple, the Cupertino consumer electronics maker, and the GPS device business built by Garmin since its 1989 founding in Kansas.
The same applies to bundled and brand-led products, from the wearables line at Samsung Electronics to the training apps run by Nike, the Beaverton footwear company.
FAQs
How big is the fitness app market in 2026?
Statista Market Insights projects $29.55 billion in total Health & Fitness app revenue for 2026, split between $16.83 billion in in-app purchases, $12.35 billion in advertising and $373.54 million in paid app sales.
How many fitness app downloads were there in 2025?
Sensor Tower counted 3.96 billion health and fitness installs worldwide in 2025, up 0.8% year on year. In-app purchase revenue for the same category rose 13% to $4.5 billion.
Reddit threads keep asking whether annual fitness app plans are worth it. What does the data show?
Adapty’s 2025 data shows annual plans took 61% of Health & Fitness subscription revenue, up from 51% in 2023. High-priced annual plans returned $70 in one-year LTV against $17 for low-priced plans.
What is a normal trial conversion rate for a fitness app?
For Health & Fitness weekly plans with a trial, Adapty published 9.5% install-to-trial and 42.2% trial-to-paid for 2025. Install-to-trial reached 14.5% in North America against 7.6% to 10.2% elsewhere.
Is Peloton still losing subscribers, as Reddit users often claim?
Peloton reported 2.662 million paid connected fitness subscriptions for the quarter ended 31 March 2026, down 218,000 or 7.6% year on year. Subscription revenue over the same quarter rose 2% to $428 million.
Sources
https://sensortower.com/blog/health-and-fitness-apps-ai
https://adapty.io/blog/health-fitness-app-subscription-benchmarks/
https://investor.onepeloton.com/news-releases/news-release-details/peloton-announces-q3-fy2026-financial-results
https://www.statista.com/outlook/amo/app/health-fitness/worldwide/
