Summary
The Health & Fitness app category reached record highs in 2024, with global downloads hitting 3.6 billion (+6% YoY) and IAP revenue soaring to $385 million in January 2025 (+10% YoY, an all-time high). This rebound follows volatile years post-pandemic. Key subgenres: Gyms & Fitness remained top by downloads (3% YoY growth, 7 of top 10 apps).
Medical Tracking exploded +43% YoY, led by Health Tracker (10M MAUs in 5 months). IAP revenue growth accelerated across all subgenres, with the US capturing >50% of global spending; UK at 8%. Brands driving revenue growth include Strava, OnX Hunt, Runna, and AllTrails, fueled by digital fatigue and outdoor demand.
Fitness rewards apps (Sweatcoin, CashWalk, WeWard) are rapidly gaining US market share; CashWalk MAUs +42% YoY, WeWard +609%. Retention rates for CashWalk (31%) and Sweatcoin (20%) outpace competitors. The category is on track to surpass $4B in global IAP revenue in 2025 (over 100% growth in 5 years).
For ad ops decision-makers: prioritize programmatic ad placements in US-based Medical Tracking and rewards apps; allocate budget to outdoor/fitness apps capitalizing on post-pandemic behavioral shifts; monitor retention metrics to optimize user acquisition spend.
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