UK Marketing The Evolving Health & Fitness Landscape in 2023: Key Insights for Developers

The health & fitness app market generated $1.7 billion in revenue in 2022, an increase of $600 million from 2020. How will fitness & health apps develop in 2023? Despite a significant drop in health and fitness app downloads following the pandemic, the report reveals that retention rates and revenue have shown an increase, providing strong reasons for optimism.

Decline in Downloads but Resilience in Revenue

During the pandemic, health and fitness apps experienced substantial growth, outpacing at-home connected fitness companies like Tonal and Peloton. The report indicates that health and fitness app downloads in Q4 2022 exceeded 290 million, marking the lowest quarterly figure since Q1 2020. However, the health and fitness app market generated $1.7 billion in revenue in 2022, a notable increase of $600 million from 2020.

⚡ Case Study: Opportunity of Fitness Apps in The Post Pandemic Era

Changing App Usage Patterns

Apps offering tailored workout routines, meditation, and diet plans witnessed a surge in downloads during the pandemic lockdown. Some of these apps have retained their popularity, with 1.4 billion health and fitness app downloads in 2022, demonstrating consumers' continued embrace of apps for their wellness journey. However, the number of app installations gradually decreased after 2020, which can be attributed to the resumption of in-person activities.

Impact of the Pandemic on Demand

The pandemic's impact on the health and fitness app industry suggests that the surge in demand wasn't entirely organic. With people stuck at home and fitness facilities closed, consumers turned to apps or at-home hardware out of necessity. Additionally, having extra cash due to canceled or paused gym memberships contributed to increased usage.


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Increased Consumer Retention & Stickiness

Although app installations decreased, retention rates and stickiness have seen a rise. Consumers who downloaded apps during the "install boom" have been retained, with retention rates increasing significantly.

For instance, retention rates in Q3 of 2021 were 25% for Day 1, and by Q3 of 2022, it increased to 35%. Similarly, Q4 2021 saw a 21% retention rate, which further rose to 38% by Q4 2022. Health and fitness apps also experienced an increase in overall user engagement and retention.

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Consumers Embrace Meditation & The Great Outdoors

Mental wellness apps, particularly meditation apps like Calm and Headspace, have gained traction as consumers prioritize stress reduction and mindfulness. These apps also offer sleep aid features, further enhancing their appeal. The report predicts continued growth for meditation apps due to increased awareness of mental health.

⚡ ASO Case Study: How To Grow Your Meditation App in 2023?


The great outdoors has seen a resurgence in popularity since the pandemic, with hiking and cycling gaining prominence. Apps like Strava and AllTrails, providing databases of trails and progress tracking, have become highly popular post-lockdown. As outdoor activities continue to engage fitness enthusiasts, outdoor-themed apps are expected to see further enhancements.

Latest Trends in Mobile Fitness Apps

Virtual coaches are emerging as a trend in health and fitness apps, allowing consumers to receive guidance and support from virtual trainers. Wearable tech has also played a significant role, motivating users to achieve their wellness goals. Consumers prefer apps that integrate seamlessly with their fitness wearables.

⚡ How to Enhance User Retention for Health Tracking App?

Gamification has proven to be an effective strategy to engage users and encourage long-term app usage. Incorporating rewards and challenges enhances the overall experience, making users more likely to stick with the app.