Gitnux/Report 2026

Digital Fitness Industry Statistics

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Digital Fitness Industry Statistics
Samuel NorbergWritten by Samuel Norberg·Fact-checked by Maya Johansson
Published
How this report is researched
01Editorial Scope

An editor sets the topic, the inclusion criteria, and the evaluation framework before research starts.

02Source Research

AI search agents locate sources and extract each figure together with the document it came from.

Read our full methodology →

Search agents attach provenance to every extracted figure.

Next review: within 31 days

01 Industry overview

The digital fitness industry at a glance

The global digital fitness market is estimated at $41.3 billion in 2026 and is forecast to reach $145.0 billion by 2036, supported by connected devices, fitness apps and subscription services.

$41.3B[62]
Market size, 2026
13.4%[62]
Forecast CAGR, 2026–2036
1.62B[9]
Users of digital fitness, 2024
2.553M[16]
Peloton paid subscriptions, FY2026
Market size
Fact.MR estimates the global digital fitness market at $36.4 billion in 2025 and $41.3 billion in 2026. A broader digital fitness and well-being definition from Statista Digital Market Outlook, including wearables, fitness apps, nutrition apps and mindfulness apps, measured $58.64 billion in 2024.[62][9]
Forecast & CAGR
Fact.MR forecasts growth from $41.3 billion in 2026 to $145.0 billion in 2036, representing a 13.4% CAGR. Grand View Research estimates the narrower fitness-app market will grow from $12.1 billion in 2025 to $33.6 billion in 2033, also at a 13.4% CAGR.[62][63]
Market share & regions
North America accounted for 39.8% of global fitness-app revenue in 2025, making it the largest regional market. Asia Pacific was identified as the fastest-growing region for 2026–2033, while the United States held the largest country share in 2025.[63]
Segmentation
In the fitness-app market, exercise and weight loss represented 53.7% of revenue in 2025, smartphones accounted for 66.7% by device, and iOS held a 52.0% platform share. The wider digital fitness market is segmented by product type, product category, application and region.[63][62]
Pricing
Users worldwide generated an average of $36.11 in annual digital fitness and well-being value per user in 2024; the U.S. average was $80.49. In a 2025 U.S. KPMG survey, price was the leading selection factor for health and wellness products and services at 66%, ahead of effectiveness at 61%.[9][64]
Trends, drivers & challenges
Wearable technology ranked the leading fitness trend in ACSM's 2025 survey, while mobile exercise apps ranked fourth in the 2026 trends. Fact.MR identifies connected-device adoption and digital monitoring of exercise performance as major growth drivers; ACSM also notes lower app adoption among older adults and people with limited digital literacy.[65][62]
Consumer behavior & competition
More than 345 million people used fitness apps in 2024, generating more than 850 million downloads, according to ACSM. In KPMG's 2025 U.S. survey, 26% of respondents regularly used fitness trackers or wearables and 15% used online workout programs; Peloton reported 2.553 million paid connected-fitness subscriptions at the end of fiscal 2026, down 8.8% year over year.[65][64][16]
Regulation
The FTC's Health Breach Notification Rule was updated in 2024 to cover health apps and connected devices such as fitness trackers. In September 2026, the FTC withdrew an older policy statement because the updated rule made it obsolete, keeping breach-notification obligations relevant to digital fitness platforms handling consumer health information.[66]
Latest news
Peloton reported $2.446 billion in fiscal 2026 revenue and $63 million in GAAP net income, its first full-year net profit, while paid connected-fitness subscriptions fell 8.8% year over year to 2.553 million. The company also said it expanded its global digital reach through a strategic partnership with Spotify.[16]

02 Ranking

Top 10 Companies in the Digital Fitness Industry

The leading companies in the digital fitness industry, ranked on market impact, performance, momentum, innovation and brand popularity.

Updated November 11, 2026 · Next review December 11, 2026

Verdict

Garmin leads Gitnux's 2026 digital fitness ranking with an Overall score of 9.6, with 2025 $2.357 billion fitness-segment revenue from wearables and related products. Technogym is the highest-ranked gym technology and software provider at 9.1, backed by 2025 operating margin of 16.1% in its connected equipment and digital wellness portfolio.

Ranked by Overall score · How we score ↓

Editor's top 3 picks

Where to start, by need.

  1. #1 Overall · Leader in fitness wearables

    Garmin

    CH

    Ranked #1 · 9.6 · Fitness wearables

    Why we picked it: Its fitness wearables and sports platforms show financial scale alongside a fitness segment operating margin of 25.9%.

    See in ranking ↓Visit garmin.com ↗

  2. Leader in connected gym equipment

    Technogym

    IT

    Ranked #2 · 9.1 · Connected gym equipment

    Why we picked it: Its connected equipment and operator software ecosystem supports training programs plus apps in one platform model.

    See in ranking ↓Visit technogym.com ↗

  3. Leader in fitness workout platforms

    Strava

    US

    Ranked #3 · 9.1 · Fitness workout platforms

    Why we picked it: Its workout tracking and training community runs at 200 million-plus scale across 185 countries.

    See in ranking ↓Visit strava.com ↗

Pick 1 is the #1 company overall. Picks 2 and 3 are the highest-ranked companies in the top 5 that add a new segment.

Full ranking

Sort by
Top 10 companies in the digital fitness industry, 2026 – Gitnux ranking
#CompanyOverall ↓Company snapshot
1

Garmin

Fitness wearables · CH

9.6
2

Technogym

Connected gym equipment · IT

9.1
3

Strava

Fitness workout platforms · US

9.1
4

WHOOP

Fitness subscriptions · US

8.9
5

EGYM

Connected gym equipment · DE

8.9
6

Peloton Interactive

Connected fitness equipment, subscriptions and content · US

8.8
7

iFIT

Interactive equipment, digital content and coaching · US

8.3
8

Les Mills

Digital workout content and omnichannel fitness · NZ

8.2
9

Freeletics

AI-guided workout and coaching app · DE

7.7
10

Hydrow

Connected rowing equipment and digital classes · US

7.5

How we score

  • Impact (30%): scale and weight in the market (revenue, market share, employees, market position).
  • Performance (20%): recent revenue growth and operating margin; an analyst assessment where a company does not publish them.
  • Momentum (20%): growth trajectory and future potential.
  • Innovation (15%): R&D intensity and how technologically advanced the company is.

Popularity (brand search demand, 15%) counts toward Overall but is not published as a column. Overall leaves out what is not known.

Scale Scores are shown on a 7–10 scale with one decimal; bars start at 7.0.

Cadence Recalculated when new figures are published; next review December 11, 2026.

Independence. Rankings are editorially independent. Scores, ranks, picks and the verdict follow the method above; no company can pay to change them.

Cite this ranking

APA

Samuel Norberg. (2026, November 11). Top 10 companies in the digital fitness industry. In Digital Fitness Industry Statistics. Gitnux. https://gitnux.org/digital-fitness-industry-statistics/#top-companies

04 Statistics

Technology & Innovation

Operators report high adoption of online booking and apps, while automated payments show up to 98% collection rates in 2026.

AI in the digital fitness industry

  • 17% of Boomers had used an AI-powered fitness or wellness app in 2025.[1]
  • 17% of Boomers trusted AI wellness apps in 2025.[1]
  • 33% of Gen Z respondents trusted AI wellness apps in 2025.[1]
  • 43% of Millennials trusted AI wellness apps in 2025.[1]
  • 64% of Gen Z respondents had used an AI-powered fitness or wellness app in 2025.[1]
  • 26% of active consumers were very familiar with AI-powered fitness tools in 2025, according to ABC Fitness’s global survey.[1]

Automation in the digital fitness industry

  • 94% of surveyed fitness and leisure operators offered online booking or purchasing in 2023.[2]
  • 89% of surveyed fitness and leisure operators had an app in 2023.[2]
  • 89% of surveyed fitness and leisure operators said digital technology increased retention in 2023.[2]
  • Up to 98% collection rates were reported for ABC Fitness’s automated payment system in 2026.[3]
  • 93% of surveyed fitness and leisure operators said digital technology increased participation in 2023.[2]
  • 7% of surveyed fitness and leisure operators used machine learning in automation in 2023.[2]

Digital Transformation in the sports, fitness and recreation sector (sector benchmark)

  • 55% of fitness and leisure operators in the UK reported a digital maturity score in 2023, compared with 52% across the wider sport and physical-activity sector.[4]
  • 89% of UK fitness and leisure operators said digital helped increase customer retention in 2023.[4]
  • 88% of UK fitness and leisure operators reported at least some operational savings through digital use in 2023.[4]
  • 53% of UK fitness and leisure operators said digital accounted for at least half of their revenue in 2023.[4]
  • 93% of UK fitness and leisure operators said digital helped increase participation in 2023.[4]
  • 77% of UK fitness and leisure operators said their digital experiences played an important role for customers in 2023.[4]

Technology Adoption in the sports, fitness and recreation sector (sector benchmark)

  • 70% of UK gym operators offered online joining in 2025.[5]
  • 5% of fitness and wellness businesses reported cutting technology spending in 2025.[6]
  • 58% of integrative-health operators were actively investing in or evaluating technology in 2025.[6]
  • 83% of UK gym operators had a member app in 2025.[5]
  • 92% of UK gym operators used gym-management software in 2025.[5]
  • 54% of fitness and wellness operators were investing in or evaluating new technology in 2025, comprising 18% actively investing and 36% reviewing their technology stack.[6]

Cloud Computing in the sports, fitness and recreation sector (sector benchmark)

  • Among U.S. arts, entertainment and recreation companies using cloud-based computing, 47.0% cited improving process or method quality and reliability as a motivation in 2018.[7]
  • Among U.S. arts, entertainment and recreation companies using cloud-based computing, 12.8% cited automating tasks performed by labor as a motivation in 2018.[7]
  • Among U.S. arts, entertainment and recreation companies using cloud-based computing, 36.0% cited upgrading outdated processes or methods as a motivation in 2018.[7]
  • Across UK sport, fitness and leisure organisations, 100% were considering updates or changes to their cloud-based leisure-management systems within the next 12 months in 2024.[8]
  • Among U.S. arts, entertainment and recreation companies using cloud-based computing, 27.1% cited another reason for adoption in 2018.[7]
  • Across UK sport, fitness and leisure organisations, 68% used cloud-based leisure-management systems in 2024.[8]

05 Statistics

Data & Analytics

Global scale is already large: 1.62B users in 2024, with average annual digital fitness and well-being value per user at $36.11 worldwide.

Business intelligence in the digital fitness industry

  • Digital fitness and well-being users increased by 13.5%, or 193 million people, worldwide in 2024.[9]
  • The global digital fitness and well-being market grew 17.3%, or $8.6 billion, in 2024.[9]
  • Average annual digital fitness and well-being revenue per user was $80.49 in the United States in 2024.[9]
  • 1.62 billion people used digital fitness and well-being devices or services worldwide in 2024.[9]
  • Average annual digital fitness and well-being revenue per user was $85.69 in Switzerland in 2024.[9]
  • Average annual digital fitness and well-being revenue per user was $36.11 worldwide in 2024.[9]

Data analytics in the digital fitness industry

  • 18% of global respondents said smartwatches had the greatest impact on their physical health in 2022.[10]
  • 35% of global respondents who reported improved physical health through technology used other wearable devices in 2022.[10]
  • 38% of global respondents who reported improved physical health through technology used a smartphone only in 2022.[10]
  • 32% of global respondents said fitness and exercise apps had the greatest impact on their physical health in 2022.[10]
  • 12% of global respondents said diet and nutrition apps had the greatest impact on their physical health in 2022.[10]
  • 9% of global respondents said sleep-tracking apps improved their physical health in 2022.[10]

Data Quality in the sports, fitness and recreation sector (sector benchmark)

  • 7% of Australian sports organisations ranked distrust in their data among their top three data challenges in 2021.[11]
  • 39% of Australian sports organisations identified ticketing-data quality as a challenge in 2021.[11]
  • 27% of Australian sports organisations identified data quality and completeness as their biggest membership-data challenge in 2021.[11]
  • 65% of Australian sports organisations said improving the quality of ticketing data was an objective in 2021.[11]
  • 27% of FIFA-sample football organisations disagreed or strongly disagreed that international sports-data metrics were clear and consistent in the study published in 2024.[12]

Data Governance in the sports, fitness and recreation sector (sector benchmark)

  • 56% of Irish sports clubs lacked a data-retention schedule in 2024, based on a survey of more than 100 clubs across four sports.[13]
  • 31% of football national-federation respondents reported standardized data management with integrated sources and defined procedures in the study published in 2024.[12]
  • 41% of Irish sports clubs reported having no data-protection policies in 2024, based on a survey of more than 100 clubs.[13]
  • 53% of professional-club respondents reported standardized data management with integrated sources and defined procedures in the study published in 2024.[12]
  • 9% of Irish sports clubs said they had conducted a data-protection impact assessment in 2024, based on a survey of more than 100 clubs.[13]
  • 41% of FIFA-sample football organisations said their data-analysis strategy was consistent across all business units in the study published in 2024.[12]

KPIs in the digital fitness industry

  • 59% of U.S. adults who subscribed to diet and nutrition tracking services intended to subscribe within 12 months in 2022.[14]
  • 25% of U.S. adults who did not currently subscribe to workout or training services intended to subscribe within 12 months in 2022.[14]
  • 79% of U.S. adults who subscribed to sleep-tracking services intended to subscribe within 12 months in 2022.[14]
  • 41% of U.S. adults who subscribed to diet and nutrition tracking services were current subscribers in 2022.[14]
  • 80% of U.S. adults who subscribed to meditation or mindfulness services intended to subscribe within 12 months in 2022.[14]
  • 21% of U.S. adults who subscribed to sleep-tracking services were current subscribers in 2022.[14]

06 Statistics

Strategy & Growth

Partnerships and content localization show up as growth levers, including a class library plan for multiple languages in 2026.

Growth in the digital fitness industry

  • Gymondo’s acquisition of Buddyfit targeted more than 1 million subscribers after combining European online fitness platforms.[15]
  • Peloton’s 2026 strategy included a class library with subtitling and dubbing in multiple languages to support potential global expansion.[16]
  • BODi reported 0.9 million digital subscriptions and 0.1 million nutritional subscriptions at December 31, 2025.[16]
  • Epassi acquired Exercite in 2023 to expand digital and corporate wellness coverage across Germany and the Netherlands.[17]
  • Peloton created a unified Commercial Business Unit combining Precor’s commercial operations with Peloton’s software, coaching and community in 2026.[16]
  • Strava grew its community to over 200 million users in 185 countries by 2025.[18]

Differentiation in the digital fitness industry

  • Strava’s platform had over 200 million users recording billions of activities across 185 countries in 2025.[18]
  • BODi combined fitness and nutrition content on one platform and reported 0.9 million digital subscriptions in 2025.[16]
  • Peloton differentiated its offering through instructor-led classes, personalization, premium hardware, software and multiple content formats in 2026.[16]
  • Peloton’s 2026 workout formats included Instructor-led, Scenic, Lanebreak, activity tracking, Peloton Entertainment and Strength+ workouts.[16]
  • ClassPass differentiated its marketplace with 73,000 listed venues across 31 countries in 2024.[19]

Mergers and acquisitions in the digital fitness industry

  • PureGym acquired blink for $105 million in September 2024.[20]
  • Epassi acquired Exercite in December 2023, adding Hansefit, BFNL, Workit and Fitbase to its digital employee-wellness platform.[17]
  • Fitness and wellness M&A disclosed value reached $2.4 billion across 85 deals in year-to-date 2024.[20]
  • Fitness and wellness M&A disclosed value was $0.3 billion across 70 deals in 2023.[20]
  • Fitness and wellness M&A disclosed value was $1.5 billion across 92 deals in 2022.[20]
  • Meritech and L Catterton invested $200 million in EGYM in September 2024.[20]

Strategic partnerships in the digital fitness industry

  • Epassi’s acquisition of Exercite in 2023 included collaboration with Hansefit, BFNL, Workit and Fitbase across Germany and the Netherlands.[17]
  • Peloton planned a Costco retail partnership to sell its Bike+ product during the 2024 holiday season.[21]
  • Peloton’s Commercial Business Unit combined Precor’s operator relationships with Peloton’s connected-fitness technology and content in 2026.[16]
  • Gymondo’s acquisition of 7Mind in 2023 expanded its online fitness platform into mental wellness and B2B customers.[15]
  • FitOn’s acquisition of Peerfit connected at-home fitness with in-gym fitness for consumers, employees and Medicare recipients in 2022.[22]
  • ClassPass listed 73,000 partner venues on its fitness and wellness marketplace in 2024.[19]

07 Statistics

People & Workforce

Workforce data highlights operator scale and change; Peloton employed 2,262 people as of June 30, 2026.

Hiring in the digital fitness industry

  • Peloton employed 2,262 people globally as of June 30, 2026, including 1,736 in the United States and 526 internationally.[16]
  • Zwift had 521 employees in the second quarter of 2026, according to workforce data compiled by Revelio Labs.[23]
  • Zwift’s workforce peaked at 675 employees in 2023, according to workforce data compiled by Revelio Labs.[23]
  • Peloton had 1,673 full-time U.S. employees as of June 30, 2026.[16]
  • Zwift had 505 employees in 2024, according to workforce data compiled by Revelio Labs.[23]

Employee retention in the digital fitness industry

  • 73% of Peloton team members gave positive responses to the company’s well-being measure in fiscal 2025.[24]
  • CashWalk recorded a 31% 30-day retention rate in 2024 among fitness reward apps.[25]
  • Zwift’s employee count fell 21.4% from 663 in 2023 to 521 in 2026, according to Revelio Labs.[23]
  • 91% of Peloton team members participated in the annual global team-member experience survey in fiscal 2025.[24]
  • Peloton’s employee Net Promoter Score rose 12 points to 74% in fiscal 2025.[24]

Remote Work in the sports, fitness and recreation sector (sector benchmark)

  • Across European sport organisations, 29.2% had heard of remote working but had not used it in 2025.[26]
  • Across European sport organisations, 24.4% had neither used nor heard of remote working in 2025.[26]
  • In U.S. arts, entertainment and recreation, 22.1% of employees worked fully remotely in November 2024.[27]
  • Across European sport organisations, 46.4% reported using remote working in 2025.[26]

Hybrid Work in the sports, fitness and recreation sector (sector benchmark)

  • Across sports industry professionals, 70% preferred hybrid working in 2025.[28]
  • In U.S. arts, entertainment and recreation, 30.0% of employees worked in hybrid arrangements in November 2024.[27]
  • Across sports industry professionals, 46% were still working from the office five days a week in 2025.[28]
  • Among U.S. employees with remote-capable jobs, 54% worked hybrid in August 2026.[29]

Upskilling in the digital fitness industry

  • Peloton used its internal talent marketplace to highlight open positions and the skills required for them in fiscal 2025.[24]
  • Peloton’s fiscal 2025 development offerings included learning courses, mentorship, temporary assignments and lateral-move opportunities.[24]
  • Peloton made leadership development a company priority in fiscal 2025 to prepare current and future leaders.[30]
  • Peloton’s onboarding program included a structured curriculum for employees’ first 100 days in fiscal 2025.[24]
  • Peloton delivered in-person and online training to upskill its workforce in capabilities including AI during fiscal 2025.[24]

Employee Engagement in the sports, fitness and recreation sector (sector benchmark)

  • Globally, 16% of employees were actively disengaged in 2025.[29]
  • Among U.S. employees with remote-capable jobs, 30% of exclusively remote workers were engaged in 2025.[29]
  • Globally, 20% of employees were engaged in 2025.[29]
  • Globally, 64% of employees were not engaged in 2025.[29]
  • Among professional sports teams, 73% of employees were engaged between July 2025 and June 2026.[31]

DEI in the digital fitness industry

  • Peloton’s Inclusion Index score was 83% in fiscal 2025, five points higher than in fiscal 2024.[24]
  • Peloton completed a comprehensive equity audit of people policies, practices and outcomes in fiscal 2025.[30]

08 Statistics

Customer & Sales

Subscription behavior remains central: Peloton paid connected-fitness subscriptions fell 8.8% year over year to 2.553M at June 30, 2026.

Customer experience in the digital fitness industry

  • 5.8 million Peloton Members were active across six countries as of December 31, 2025, using the company’s connected fitness products and digital applications.[16]
  • More than 300,000 Peloton Members had trained for a race using the platform by fiscal second quarter 2025.[16]
  • Approximately 11% of Peloton Connected Fitness subscriptions represented households owning multiple different Connected Fitness Products at December 31, 2025.[16]
  • 99% of Peloton Connected Fitness subscriptions and 76% of Paid App subscriptions were month-to-month at December 31, 2025.[16]
  • 735 million minutes of Strength workout time were completed by Peloton Members in fiscal second quarter 2025.[16]

Customer retention in the digital fitness industry

  • 31% was the 30-day retention rate for CashWalk, a health and fitness reward app, in Sensor Tower’s 2025 analysis.[25]
  • 9.2% was Peloton’s average monthly Paid App subscription churn in fiscal third quarter 2024.[24]
  • 8.8% was the year-over-year decline in Peloton Ending Paid Connected Fitness subscriptions at June 30, 2026.[16]
  • 60% lower was the approximate monthly churn rate for Peloton Connected Fitness subscriptions using two or more disciplines compared with one discipline per month.[16]
  • 1.6% was Peloton’s average net monthly Paid Connected Fitness subscription churn for fiscal 2025.[16]

Customer acquisition in the digital fitness industry

  • 42% of fitness and wellness operators named Facebook one of their most effective client-acquisition channels in 2025.[6]
  • 7% of fitness and wellness operators identified TikTok as an effective client-acquisition channel in 2025.[6]
  • 42% of fitness and wellness operators named Google or SEO one of their most effective client-acquisition channels in 2025.[6]
  • 21% of fitness and wellness operators identified email marketing as an effective client-acquisition channel in 2025.[6]
  • More than 200 million users in 185 countries were reached by Strava’s audience platform in 2025.[18]

Customer loyalty in the digital fitness industry

  • More than 6 million loyal Peloton Members were reported in the company’s fiscal first quarter 2025.[16]
  • Nearly 1 in 5 Gen Z Strava survey respondents went on a date with someone they met through exercise in 2024.[32]
  • 58% of Strava survey respondents said they made new friends through fitness groups in 2024.[32]
  • 20% was the 30-day retention rate for Sweatcoin in Sensor Tower’s 2025 health and fitness app analysis.[25]
  • 67.8% was Peloton’s Subscription Gross Margin in fiscal first quarter 2025, supporting its recurring membership model.[16]

Lead generation in the digital fitness industry

  • 63% of surveyed fitness and wellness businesses ranked Instagram as their most effective source of new-client leads in 2025.[6]
  • 42% of surveyed fitness and wellness businesses ranked Facebook among their most effective lead-generation channels in 2025.[6]
  • 51.9% of surveyed fitness professionals used social-media platforms for marketing in a 2024 survey.[33]
  • 7% of surveyed fitness and wellness businesses ranked TikTok among their most effective lead-generation channels in 2025.[6]
  • 42% of surveyed fitness and wellness businesses ranked Google or SEO among their most effective lead-generation channels in 2025.[6]

09 Statistics

Marketing & Brand

Spending and acquisition channels track with subscription models; Peloton advertising spending was $224.2 million in fiscal 2026.

Marketing in the digital fitness industry

  • $421.6 million was Peloton’s sales-and-marketing expense in fiscal 2025.[16]
  • $224.2 million was Peloton’s advertising spending in fiscal 2026, according to company filings summarized by Mark Studios.[34]
  • $637.3 million was Peloton’s advertising spending in fiscal 2022, according to company filings summarized by Mark Studios.[34]
  • 44% of fitness and wellness businesses reported using artificial intelligence for marketing content in Mindbody’s 2025 survey.[6]
  • 72% of surveyed fitness-space operators said they were confident about their 2025 performance in Mindbody’s industry survey.[35]

Digital marketing in the digital fitness industry

  • 63% of fitness and wellness operators selected Instagram as their most effective digital client-acquisition channel in 2025.[6]
  • 149% more likely were Men’s Health readers to visit the Strava site or app than the average internet user in 2023.[36]
  • 42% of fitness and wellness operators selected Google or SEO as an effective digital client-acquisition channel in 2025.[6]
  • 8% of fitness and wellness operators selected paid media advertising as an effective digital client-acquisition channel in 2025.[6]
  • 21% of fitness and wellness operators selected email marketing as an effective digital client-acquisition channel in 2025.[6]

Branding in the digital fitness industry

  • 6 million Peloton Members were reported in fiscal first quarter 2025, underpinning the company’s community-oriented brand positioning.[16]
  • More than 200 million Strava users in 185 countries were included in the company’s 2025 audience profile.[18]
  • 90% of users followed at least one brand on social media in The Gym Group’s 2024 presentation.[37]
  • 58% of Strava survey respondents made new friends through fitness groups in 2024, reinforcing community as a brand attribute.[32]
  • $58.64 billion was the estimated global digital fitness and well-being market value in 2024.[9]

Social media in the digital fitness industry

  • 15% more likely were Fitbit users to visit TikTok than the average internet user in Ipsos iris’s 2023 audience analysis.[36]
  • 7% of fitness and wellness operators named TikTok their most effective client-acquisition platform in 2025.[6]
  • 42% of fitness and wellness operators named Facebook one of their most effective client-acquisition platforms in 2025.[6]
  • 19% more likely were Strava users to use Instagram than the total internet population in Ipsos iris’s 2023 audience analysis.[36]
  • 23% more likely were Strava users to use X than the total internet population in Ipsos iris’s 2023 audience analysis.[36]

Influencer Marketing in the sports, fitness and recreation sector (sector benchmark)

  • Instagram accounted for 17.8 million sports and fitness influencer posts globally in 2023, with a 2.31% average engagement rate.[38]
  • Sports and fitness represented 18.7% of Instagram influencer estimated media value in Spain in 2024, the largest sector share.[39]
  • 22.6 million influencer posts about sports and fitness were published globally in 2023, according to Sprout Social’s industry benchmark.[38]
  • Gymshark generated more than 16,000 influencer posts globally in 2023, with a 6.12% engagement rate.[38]
  • TikTok sports and fitness influencer posts generated a 2.51% average engagement rate globally in 2023.[38]

10 Statistics

Operations & Execution

Cost structure shifts matter for throughput and delivery economics; Peloton reported $400.4 million of sales and marketing expense in fiscal 2026.

Process optimization in the digital fitness industry

  • 5.2% lower total cost of revenue was recorded by Peloton in fiscal 2026 than in fiscal 2025 in the United States.[16]
  • 29.0% lower Connected Fitness Products cost of revenue was reported by Peloton for fiscal 2024 in the United States.[24]
  • $108.8 million of depreciation and amortization expense was reported by Peloton in fiscal 2024 in the United States.[16]
  • 7.2% lower subscription cost of revenue was recorded by Peloton in fiscal 2026 than in fiscal 2025 in the United States.[16]
  • $34.6 million of impairment expense was reported by Peloton in fiscal 2026 in the United States.[16]

Operational efficiency in the digital fitness industry

  • $242.8 million of research and development expense was reported by Peloton in fiscal 2026 in the United States.[16]
  • 24.4% of Peloton’s total revenue was represented by sales and marketing expense in fiscal 2024 in the United States.[24]
  • $400.4 million of sales and marketing expense was reported by Peloton in fiscal 2026 in the United States.[16]
  • $1.3045 billion of total operating expenses was reported by Peloton in fiscal 2025 in the United States.[16]
  • $1.7355 billion of total operating expenses was reported by Peloton in fiscal 2024 in the United States.[16]

Quality management in the digital fitness industry

  • $8.7 million of higher platform-streaming and content-production costs were reported by Peloton in fiscal 2024 in the United States.[24]
  • $7.1 million of higher personnel-related subscription costs were reported by Peloton in fiscal 2024 in the United States.[24]
  • 4.9% Connected Fitness Products gross margin was reported by Peloton in fiscal 2024 in the United States.[24]
  • 67.8% subscription gross margin was reported by Peloton in fiscal 2024 in the United States.[24]
  • $7.2 million lower music royalties contributed to Peloton’s fiscal 2024 subscription cost changes in the United States.[24]

Supply chain in the digital fitness industry

  • $48.8 million of Connected Fitness Products gross profit was reported by Peloton in fiscal 2024 in the United States.[24]
  • $705.9 million of Connected Fitness Products cost of revenue was reported by Peloton in fiscal 2025 in the United States.[16]
  • 3.7% lower Connected Fitness Products cost of revenue was reported by Peloton in fiscal 2026 than in fiscal 2025 in the United States.[16]
  • $90.4 million of Connected Fitness Products gross profit was reported by Peloton in fiscal 2026 in the United States.[16]
  • $111.2 million of Connected Fitness Products gross profit was reported by Peloton in fiscal 2025 in the United States.[16]

Outsourcing / Offshoring in the sports, fitness and recreation sector (sector benchmark)

  • Across EU enterprises sourcing internationally, 18.6% moved business functions to India during 2021–2023, an economy-wide offshoring benchmark.[40]
  • Across EU enterprises sourcing internationally, 47.4% moved administrative and management functions abroad during 2021–2023, an economy-wide offshoring benchmark.[40]
  • Across EU enterprises sourcing internationally, 27.8% cited lower non-labour costs as a motivation during 2021–2023, an economy-wide outsourcing benchmark.[40]
  • Across EU enterprises sourcing internationally, 72.8% moved business functions to other EU countries during 2021–2023, an economy-wide offshoring benchmark.[40]
  • Across EU enterprises sourcing internationally, 17.1% moved business functions to the United Kingdom during 2021–2023, an economy-wide offshoring benchmark.[40]

11 Statistics

Finance & Pricing

Pricing and unit economics stay measurable: Apple Fitness+ was priced at $9.99 per month in the U.S. (announced January 2025).

Pricing strategy in the digital fitness industry

  • $79.99 per year was the U.S. Apple Fitness+ subscription price announced in January 2025.[41]
  • 1 month of Apple Fitness+ was included for other new subscribers in the United States in January 2025.[41]
  • $9.99 per month was the U.S. Apple Fitness+ subscription price announced in January 2025.[41]
  • 5 family members can share an Apple Fitness+ subscription in the United States under the January 2025 offer.[41]
  • 21 countries offered Apple Fitness+ in January 2025 across markets including the United States, United Kingdom and Canada.[41]

Cost reduction in the digital fitness industry

  • $63.1 million of income before income taxes was reported by Peloton in fiscal 2026 in the United States.[16]
  • $1.126 billion of total operating expenses was reported by Peloton in fiscal 2026, down from $1.3045 billion in fiscal 2025, in the United States.[16]
  • $123.8 million of interest expense was reported by Peloton in fiscal 2026 in the United States.[16]
  • 29.0% was Peloton’s reduction in Connected Fitness Products cost of revenue from fiscal 2023 to fiscal 2024 in the United States.[24]
  • $118.9 million of net loss was reported by Peloton in fiscal 2025 in the United States.[16]

Profitability in the digital fitness industry

  • $529.0 million of operating loss was reported by Peloton in fiscal 2024 in the United States.[16]
  • $1.1963 billion of subscription gross profit was reported by Peloton in fiscal 2026 in the United States.[16]
  • $36.2 million of operating loss was reported by Peloton in fiscal 2025 in the United States.[16]
  • $1.2065 billion of gross profit was reported by Peloton in fiscal 2024 in the United States.[16]
  • $160.7 million of income from operations was reported by Peloton in fiscal 2026 in the United States.[16]

Financial planning in the digital fitness industry

  • $2.7005 billion of total revenue was reported by Peloton in fiscal 2024 in the United States.[16]
  • $1.6737 billion of subscription revenue was reported by Peloton in fiscal 2025 in the United States.[16]
  • $2.446 billion of total revenue was reported by Peloton in fiscal 2026 in the United States.[16]
  • 31.5% of Peloton’s fiscal 2026 revenue came from Connected Fitness Products in the United States.[16]
  • $1.6756 billion of subscription revenue was reported by Peloton in fiscal 2026 in the United States.[16]

12 Statistics

Product & Service

Hardware and app attachment remains a key channel; 62% of U.S. gym members used their gym app when one was available in 2024.

Product development in the digital fitness industry

  • 60% of U.S. adults aged 35–44 owned a wearable device in 2022.[14]
  • 61% of U.S. adults aged 25–34 owned a wearable device in 2022.[14]
  • 49% of U.S. adults aged 25–34 intended to purchase a wearable device within the following 12 months in 2022.[14]
  • 18% was the year-on-year revenue growth of Gym & Fitness apps in 2024.[42]
  • 345 million people used fitness apps worldwide in 2024, generating more than 850 million downloads, according to ACSM.[43]

Product lifecycle in the digital fitness industry

  • 3.2 billion Health & Fitness app downloads were recorded worldwide in 2023.[42]
  • 3.35 billion Health & Fitness app downloads were recorded worldwide in 2021.[42]
  • 3.2 billion Health & Fitness app downloads were recorded worldwide in 2020.[42]
  • 3.25 billion Health & Fitness app downloads were recorded worldwide in 2022.[42]
  • Health & Fitness app downloads grew by about 7% worldwide in 2024.[42]

After-sales in the digital fitness industry

  • More than half of U.S. gym members had stopped attending without formally canceling their membership in 2026.[44]
  • 4.5 out of 5 was Peloton’s Service & Repair member satisfaction score in the quarter reported in 2025.[45]
  • Nearly half of lapsed U.S. gym members said their gym never reached out proactively during their membership in 2026.[44]
  • 1.2% was Peloton’s average net monthly paid Connected Fitness subscription churn in the quarter reported in 2025.[45]
  • Peloton’s Service & Repair satisfaction score improved 5% quarter over quarter in the quarter reported in 2025.[45]

Value proposition in the digital fitness industry

  • 12% of U.S. connected-fitness owners cited social connection as a top purchase reason in 2022.[14]
  • 16% of U.S. connected-fitness owners cited saving money versus traditional memberships as a top purchase reason in 2022.[14]
  • 27% of U.S. connected-fitness owners cited the ability to exercise at any time as a top purchase reason in 2022.[14]
  • 14% of U.S. connected-fitness owners cited access to otherwise unavailable workouts as a top purchase reason in 2022.[14]
  • 13% of U.S. connected-fitness owners cited accountability to fitness goals as a top purchase reason in 2022.[14]

13 Statistics

Sustainability & Ethics

Environmental reporting varies by company footprint; Technogym reported 2,996.3 metric tons of gross Scope 1 emissions in 2024.

Sustainability in the digital fitness industry

  • €2.3 million was invested in sustainability-related projects by Basic-Fit in 2025, mainly for energy transition and efficiency.[46]
  • 71% of Peloton’s global electricity consumption was covered by renewable-energy certificate purchases in fiscal 2025.[24]
  • 100% renewable electricity was used by Technogym S.p.A. and E.E. Group from 2024, supported by Guarantees of Origin.[47]
  • 37% was the year-on-year reduction in Peloton’s total greenhouse-gas footprint in fiscal 2025, globally.[24]

ESG in the digital fitness industry

  • 2,996.3 metric tons of CO2e were Technogym Group’s gross Scope 1 emissions in 2024.[47]
  • 500,000 people was Peloton’s fiscal-2025 target for reach through global community-engagement programs focused on health equity and mental wellness.[24]
  • 503,200.4 metric tons of CO2e were Technogym Group’s combined Scope 1, 2 and 3 emissions in 2025.[47]
  • 5,378.5 metric tons of CO2e were Technogym Group’s gross Scope 1 emissions in 2025.[47]

Ethics in the digital fitness industry

  • 36% of health-and-fitness apps had no privacy policy in the 2021 study of Android apps available in Australia.[48]
  • 23% of user-data transmissions from the analyzed apps used unencrypted HTTP traffic, including transmissions involving sensitive data.[48]
  • 0.74% of fitness-and-workout app reviews mentioned privacy issues in a large-scale analysis of mHealth app reviews.[49]
  • 26% of data transmissions from health-and-fitness apps violated the disclosures in their privacy policies in a 2021 study of Android apps available in Australia.[48]

Circular economy in the digital fitness industry

  • 1 year was the period in which increased secondary-market and refurbished-bike sales helped reduce Peloton’s newly produced connected-fitness units in fiscal 2025.[24]
  • €2.3 million was Basic-Fit’s 2025 sustainability-related investment, including projects intended to reduce resource and energy waste in club operations.[46]

Carbon footprint in the digital fitness industry

  • 246,682 metric tons of CO2e were Basic-Fit’s total location-based greenhouse-gas emissions in 2025.[46]
  • 216,615 metric tons of CO2e were Basic-Fit’s gross Scope 3 emissions in 2025.[46]
  • 385,879 metric tons of CO2e were Peloton’s Scope 3 emissions in fiscal 2025.[24]
  • 1,336 metric tons of CO2e were Peloton’s market-based Scope 2 emissions in fiscal 2025.[24]
  • 4,323 metric tons of CO2e were Peloton’s Scope 1 emissions in fiscal 2025.[24]

15 Statistics

Globalization & Expansion

Cross-border reach is already operationalized through localization; BODi offered more than 11,000 unique videos as of December 31, 2025.

Globalization in the digital fitness industry

  • 0.9 million BODi digital subscriptions were active globally as of December 31, 2025.[16]
  • ClassPass was available in 31 countries and 11 languages in 2024.[19]
  • 5.5 million Peloton Members were served across the United States, United Kingdom, Canada, Germany, Australia and Austria in the year ended June 30, 2026.[16]
  • Over 200 million users in 185 countries use Strava, recording billions of activities worldwide in 2025.[18]
  • Peloton’s Commercial Business Unit served customers in over 60 countries in 2026.[16]

Cultural adaptation in the digital fitness industry

  • Noom translated its app into five languages and its app-store listing into 11 languages for international markets.[59]
  • FitWoody supported 35 languages and four devices in its localized fitness application.[60]
  • Sworkit localized its fitness platform and workout videos into 13 languages.[61]

Supplier management in the digital fitness industry

  • Peloton’s global production model included supplier capabilities and regional manufacturing expertise across multiple product categories in 2026.[16]
  • Peloton reported $55.8 million in fourth-quarter 2025 research and development expense, including product-development costs.[16]
  • Peloton identified purchased goods and services plus upstream transportation and distribution as Scope 3 categories covered by its 2030 reduction target.[16]
  • Peloton’s 2026 operating model combined supplier capabilities, regional manufacturing expertise and global production capacity across multiple product categories.[16]
  • Peloton committed to reduce Scope 3 emissions from purchased goods and services and upstream transportation and distribution by 25% from its 2024 base year by 2030.[16]

Stakeholder management in the digital fitness industry

  • BODi offered more than 11,000 unique fitness, nutrition, mindfulness and recovery videos as of December 31, 2025.[16]
  • BODi offered annual connected-fitness subscriptions priced at $179 during 2025.[16]
  • BODi had approximately 96.9% average monthly digital-subscriber retention during 2025.[16]
  • Peloton’s 2026 sustainability target covered a 42% reduction in absolute Scope 1 and 2 emissions from its 2024 base year by 2030.[16]
  • Peloton’s 2026 definition of an active Member required at least one workout during the preceding 12 months.[16]

Distribution channels in the digital fitness industry

  • Peloton planned to sell its Bike+ product through Costco in the United States during the 2024 holiday season.[21]
  • Peloton used microstores, inline retail stores and studio retail stores to market Connected Fitness Products, apparel and accessories in 2026.[16]
  • Peloton used performance marketing, retail locations and digital subscriptions as channels for customer acquisition in 2026.[16]
  • BODi content was distributed through the web, iOS, Android, Roku, Apple TV, Fire TV, Chromecast and the Beachbody Bike touchscreen in 2025.[16]
  • BODi had 0.9 million digital subscriptions as of December 31, 2025, distributed through its digital platform.[16]

Key questions about the digital fitness industry

What is the 2026 market size for digital fitness?
The global digital fitness market is estimated at $41.3 billion in 2026, per the 2026 estimate cited in the report.
How fast does the digital fitness market grow through 2036?
Growth is forecast at a 13.4% CAGR from 2026 to 2036, with the market projected to reach $145.0 billion by 2036.
Which companies lead the digital fitness industry?
Garmin leads Gitnux's 2026 digital fitness ranking with an Overall score of 9.6, with 2025 $2.357 billion fitness-segment revenue from wearables and related products. Technogym is the highest-ranked gym technology and software provider at 9.1, backed by 2025 operating margin of 16.1% in its connected equipment and digital wellness portfolio.
What technology shifts show up most clearly in the data this year?
Wearable technology ranks as the leading fitness trend in ACSM’s 2025 survey, while mobile exercise apps rank fourth in the 2026 trends.
How is competition structured across the digital fitness value chain?
Competition spans connected devices and app distribution, plus subscription services; users worldwide generated $36.11 annual value per user in 2024, while the U.S. average was $80.49.
What compliance requirement affects fitness apps and connected devices?
The FTC Health Breach Notification Rule was updated in 2024 to cover health apps and connected devices such as fitness trackers, and an older policy statement was withdrawn in September 2026.
Reference

Cite This Report

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APA
Samuel Norberg. (2026, November 11). Digital Fitness Industry Statistics. Gitnux. https://gitnux.org/digital-fitness-industry-statistics
MLA
Samuel Norberg. "Digital Fitness Industry Statistics." Gitnux, 11 Nov 2026, https://gitnux.org/digital-fitness-industry-statistics.
Chicago
Samuel Norberg. 2026. "Digital Fitness Industry Statistics." Gitnux. https://gitnux.org/digital-fitness-industry-statistics.

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