How to build a winning fitness app marketing strategy

The fitness app market is in peak performance mode, with nearly one billion active users expected by 2027. This surge is driving serious value as revenue is set to hit $8.30 billion by the end of 2025 and projected to climb to $10.06 billion by 2029, at a steady 4.91% CAGR. The U.S. will lead the charge, contributing $2.49 billion in 2025 alone. 

The average revenue per user (ARPU) is predicted to reach $20.79 in 2025, proving that users aren’t just testing fitness apps, they’re investing in them. And they expect more in return. With 74.7% of people planning to prioritize their health in 2025 (up from 62.4% in 2024), fitness apps have become embedded in daily routines. But with growth comes competition. Users have more options than ever, and standing out means delivering a tailored experience, building a sense of community, and offering value that keeps users coming back long after the New Year’s motivation fades.

The real question isn’t whether people will turn to fitness apps. It’s whether your app will be the one they stick with.

Timing is everything when it comes to driving fitness app growth. Seasonal spikes in activity during the New Year and summer present valuable opportunities. January’s “fresh start” mindset drives a surge in motivation, while summer’s focus on outdoor activities creates a more sustained wave of engagement. Capturing this momentum is critical. 

New Year’s surge

Engagement tends to hold steady through December, but the real action starts after the Christmas drop-off. In December 2024, installs decreased by 18% and sessions fell by 7% on Christmas Eve and Christmas Day. But by December 26, installs climbed 11% as users started setting their fitness goals for the new year. The final days of December saw a sharp spike, with installs rising 27% on December 30 and surging 46% by January 1, 2025. Overall, sessions jumped 70% YoY in January 2025, highlighting the strength of the New Year’s fitness rush. Early 2025 data shows this momentum carried into February, with installs up 41% YoY in February.

Summer growth

As the weather warms up and people shift their focus to vacations and outdoor activities, fitness app engagement spikes. Installs increased 72% YoY in May 2024, followed by 64% in June, and 68% in July. Sessions followed a similar pattern, jumping 47% YoY in July as users engaged more consistently with fitness apps. Compared to the 2024 average, installs and sessions gained steady momentum from May onwards, peaking in September. Unlike the quick burst of January, summer engagement tends to build gradually and last longer.

To stand out in a crowded market, fitness apps need to create a seamless and engaging first experience. The right features not only attract users but also deliver immediate value, setting the foundation for long-term success.

AI-powered personalization

Artificial intelligence (AI) is reshaping the fitness app experience by delivering hyper-personalized workouts that adapt to user behavior and biometric data in real time. Apps like Freeletics and Peloton adjust intensity and suggest recovery periods based on heart rate, performance, and fatigue, helping users improve performance and avoid burnout. By the end of 2025, deeper integration with wearable data and enhanced real-time feedback will make AI even more central to driving user engagement.

Hybrid fitness models

Hybrid models are becoming more common. Platforms like Apple Fitness+ and MySwimPro combine in-person and virtual training, giving users the flexibility to switch between studio sessions and home-based workouts. This model appeals to users seeking both structure and convenience. Virtual personal training and on-demand classes are also growing in popularity, offering users the ability to work out anytime, anywhere.

Activity and health tracking

Many fitness apps have become comprehensive health hubs, giving users a unified view of their activity and health metrics. Apps like Google Fit sync with wearables (more on these below) like Apple Watch, Garmin, and Fitbit to track steps, heart rate, sleep quality, and calories burned—all in realtime. The shift toward holistic health means that users expect connected insights that help them understand how different aspects of their lifestyle impact overall performance and well-being.

Gamification and community building

Gamification drives engagement by creating interactive experiences that motivate users. Apps like Zombies Run and Nike Run Club use challenges, leaderboards, and rewards to keep users engaged. Social features, like team-based competitions and progress sharing, add a layer of accountability and increase motivation. Community elements, such as forums and group workouts, foster a sense of belonging, driving higher engagement.

User acquisition (UA) is the foundation of any successful fitness app marketing strategy. With competition intensifying and cost per install (CPI) rising, attracting high lifetime value (LTV) users and driving early engagement are essential for building a sustainable user base. To succeed, you need to start by defining your target market and understanding what motivates your ideal user. Clear audience segmentation based on fitness goals, demographic data, and behavioral insights allows you to refine your messaging and improve ad targeting.

Once you’ve defined your target audience, the next step is to reach them effectively. Here’s how to build a UA strategy that drives results:

Drive installs with strategic paid ads

Paid UA remains one of the most effective ways to grow your fitness app’s user base. Testing different ad formats, including banner ads, interstitials, native ads, and rewarded video, helps identify which placements drive the highest conversions. Retargeting high-intent users through dynamic creative optimization (DCO) increases efficiency, while a solution like Adjust’s Fraud Prevention Suite helps protect ad spend by filtering and proactively preventing fraudulent activity. 

Leverage social proof through influencer marketing and PR

Influencer marketing and PR have become essential tools for driving app installs. Social proof builds credibility and helps potential users trust your app. Partnering with micro-influencers allows for targeted outreach to specific fitness communities, increasing both relevance and conversions. A recent survey suggests that 75.6% of respondents plan to dedicate a standalone budget to influencer marketing in 2025.

Fitness brands are also using earned media and PR to increase visibility. Featuring user success stories, app milestones, and new product releases in respected fitness and tech publications creates buzz and builds trust. 

Boost efficiency with AI-driven ad targeting

AI-driven platforms like Google Performance Max allow you to automate and optimize ad placements across search, display, YouTube, and more. AI segments audiences by demographics, fitness goals, and user behavior, ensuring that your ads are shown to high-value users. Predictive targeting, which uses AI to identify users who are most likely to convert, increases efficiency and lowers acquisition costs over time. Retargeting based on in-app behavior, such as completing a workout streak or abandoning a premium subscription trial, can further increase conversions. 

Increase visibility with app store optimization (ASO)

ASO is key to driving organic installs and improving visibility. Optimizing your app’s title, description, and keyword strategy for fitness-related search terms like “HIIT workouts” or “30-day fitness challenge” can increase discoverability. High-quality screenshots, video previews, and positive user reviews help boost conversion rates once users find your app. Seasonal adjustments to keywords, such as “summer workout” or “New Year’s fitness plan,” allow you to capitalize on peak search trends and maximize installs when user motivation is at its highest.

Use social sharing to amplify organic growth

Social sharing features within your app increase visibility and attract new users. Allowing users to share workout streaks, personal records, and fitness challenges on social media boosts awareness and encourages others to join. Apps like Strava and Nike Run Club have built strong communities by enabling users to celebrate milestones and challenge others. This type of organic promotion creates a flywheel effect—as users share their achievements, they attract more installs and increase brand exposure.

Onboarding is your app’s first impression and it can make the difference between a one-time user and long-term retention. Research shows that one in five users abandons an app within 30 seconds, and one in four never returns after the first use—making it essential to provide clear value immediately.

1. Make signup quick and easy: Reduce friction by simplifying account creation and data syncing. Allow users to sign up using existing credentials (like Apple ID or Google) and keep the number of required fields to a minimum. Long or complicated sign-up processes are a top reason for early drop-offs. If your app requires health or activity data, request permissions gradually rather than overwhelming users upfront.
2. Hook users with early value: Introduce core features quickly through guided tutorials or tooltips. Users need to see the value of your app immediately. Highlight the most valuable features first, such as personalized workout plans or real-time progress tracking. Apps like Peloton and MyFitnessPal use brief, interactive walkthroughs to engage users from the start.
3. Personalize from day one: Let users set their fitness goals and adjust workout plans during onboarding. AI-powered apps like Freeletics and Future immediately adapt workouts based on user input, ensuring that the experience feels tailored from day one. Early personalization increases engagement and helps users see results faster.
4. Test, learn, and refine: Continuously improve your onboarding through A/B testing. Test different flows to identify which steps drive engagement and which lead to drop-offs. For example, testing whether starting with a workout tutorial or a progress dashboard leads to better retention can help fine-tune the user experience.

To learn more about A/B testing, read our blog: The ultimate list of A/B testing ideas to supercharge your mobile app growth strategy

Retaining users and maximizing LTV requires consistent motivation and a sense of progress. Here’s how to keep users engaged beyond the initial download phase:

Set adaptive goals to keep users motivated

Setting realistic, personalized goals increases user satisfaction and long-term engagement. Apps like Freeletics and Future allow users to adjust goals based on performance, creating a sense of accomplishment that encourages consistency. Adaptive goal-setting, where AI adjusts targets based on user progress, helps users feel successful and reduces the risk of burnout.

Introduce flexible pricing models

Offering a mix of freemium, premium, and hybrid pricing models engages a broader audience and increases LTV. Many users prefer to test an app’s value before committing, making a freemium model with limited access to premium content a smart strategy. Short-term trial periods, discounted annual plans, and flexible upgrade options help convert free users into paying customers.

Use push notifications to sustain engagement

Push notifications are key for maintaining long-term motivation. Timely, personalized notifications—like reminders about workout streaks or milestone achievements—keep users focused on their goals. For example, sending a reminder after three completed workouts in a week encourages consistency. Testing frequency and messaging helps maintain a positive user experience without overwhelming users.

Learn more about how to create a successful push notification strategy.

Personalize email outreach to increase retention

Similar to push notifications, targeted email campaigns based on user behavior help increase re-engagement. Congratulating a user on completing a workout streak or suggesting a new challenge increases the chances of them coming back. Exclusive content, recovery tips, and progress insights also help users feel supported and connected to your brand. 

Read our comprehensive guide on how to create an email marketing strategy for more.

Offer value through ongoing content marketing

Ongoing content helps keep users engaged beyond workouts. Workout guides, fitness tips, and success stories give users a reason to stay connected with your brand. Featuring user-generated content (UCG), such as progress stories and personal milestones on your app’s blog or social media builds a sense of community and increases long-term loyalty.

Measure, optimize, and grow with Adjust

Adjust’s attribution and analytics solutions empower fitness app marketers to optimize every stage of the user journey. From the first ad impression to in-app events and conversions, you’ll get the data you need to identify top-performing channels, reduce acquisition costs, and increase LTV.

Deep linking with Adjust’s TrueLink is particularly impactful for fitness apps, as it enables you to deliver a frictionless user experience by directing users to the exact in-app destination where they’re most likely to convert—whether it’s a personalized workout plan or a premium upgrade. This precision improves both user acquisition and re-engagement.

Whether you’re scaling installs or enhancing retention, Adjust gives you the insights to act faster and grow smarter. Request a demo today to unlock your app’s full potential.