Health and fitness apps captured a larger share of the overall market in 2025, with several hardware manufacturers prioritising subscription services over hardware R&D and sales.
According to the Health & Fitness App Report, about 25 percent of revenue generated by the health and fitness industry came from apps, a record-high share.
Health and fitness revenues by type 2016 to 2025 ($bn)
Health and fitness app revenues reached close to $6 billion in 2025, an increase of 17.7 percent on the previous year. This comes as total revenues for the industry grew just 2.8%, with hardware revenues stalling as customers hold onto connected devices for longer and increasingly purchase cheaper Chinese and Indian brands.
This aligns with a strong year of growth for app revenues across the board. According to our App Data Report, app revenues were up 21.5 percent in 2025, generating $84.1 billion across both iOS and Android.
Several wearable manufacturers have lucrative subscription models that accompany their devices. Even though Apple does not break out its services revenue, its Fitness+ service is used by millions of Watch owners. Smart ring brand Oura reportedly brought in about 20 percent of its revenue from subscriptions.
Peloton, which sells much more costly cardio equipment, brought in more than double from its services segment than from hardware in 2025.
Surprisingly, some major players in the wearables market have not launched a subscription service. These include Google, Samsung and Xiaomi. Google does offer Fitbit Premium, but the company has been looking to sunset the Fitbit brand in favour of Pixel, making it surprising that premium plans are still only offered through Fitbit.
Outside of hardware, AI has been a major factor in the growth of health and fitness apps. New apps such as Cal AI have used large language models to recognise food items from photos and provide calorie estimates. The startup was recently acquired by MyFitnessPal for $30 million, highlighting the value of this new way of tracking calories. Older apps, such as Yazio, have also restructured parts of their platforms around AI-led features.
