Fitness apps are a growing component of the already booming health and wellness market. Anticipated to reach more than $14 billion by 2026, fitness apps appeal to modern consumers comfortable using mobile apps for everything and confident managing their own well-being thanks to the influx of Goop-like websites that encourage self-care. The price point of many mobile fitness apps is also appealing, with most being far cheaper than health clubs and gyms, although many exercise-enthusiasts subscribe to both gyms and apps.
The popularity of health and wellness apps offer opportunities for marketers, particularly when implementing retargeting across the fitness vertical. Here are three popular mobile apps that have mastered the topics many fitness app users gravitate to, including nutrition, wellness and exercise.
MyFitnessPal Offers Comprehensive And Easy Tracking Of Nutrition
MyFitnessPal, which was acquired by UnderArmour in 2015, is consistently one of the most downloaded apps in the health and fitness category. MyFitnessPal had more than 19 million monthly active users (MAUs) last year. The diet and nutrition app is typically selected by users for weight loss, tracking macros or help becoming healthier versions of themselves. MyFitnessPal encourages members to set goals, track every meal and regularly check in with other FitnessPal friends and on forums for encouragement. Members can track their steps and manually add exercises, but MyFitnessPal also syncs with other exercise apps for complete health profiles. MyFitnessPal offers a free version and a premium version with more personalized services.
The Award-Winning Calm App Approaches Health And Wellness From The Inside
Calm, a meditation and relaxation aid, has a valuation of more than $1 billion, with more than a million paying subscribers and 40 million downloads. Calm offers one hundred guided meditations that deal with sleep, anxiety, focus, stress and gratitude, exclusive music tracks, a monthly master class featuring mindfulness experts and bedtime stories read by celebrities, including the very relaxed Matthew McConaughey. Most therapists wouldn’t suggest Calm as an alternative to genuine treatments for some of the ailments Calm addresses, but a subscription of $12.99 a month offers members the full catalog of offerings and hopefully a restful sleep.
Aaptiv Offers Audio-Only Workouts For Motivation And Encouragement
Aaptiv, founded in 2015, is an audio-only app, a concept that may be gaining in popularity. With more than 200,000 members in the Aaptiv community, and more than 30,000 classes taken daily, Aaptiv is a relatively simple idea and costs only $99 per year. Aaptiv members enter their stats and goals, then choose from the programs and workouts Aaptiv suggests. (Members can also pick workouts based on the length of workout, type of workout and musical preference.) After choosing classes, members press play for workouts guided by trainers. Aaptiv is always adding new classes, but the app already has 2,500 existing unique workouts from yoga to HIIT, and the user experience includes user profiles where workouts, progress and preferences can be saved.
Fitness apps that offer affordability, convenience and a niche service that otherwise could be hard to attain, like guided meditation, will stand out in the crowded fitness app marketplace.
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