- How to promote fitness apps for higher ROI: tips and strategies from influencer marketing experts
- Published 21/02/2025
- 22 min Read
- Written by Julia Shandrokha
Table of contents
The fitness app market is exploding. By 2026, it’s projected to reach $14.7 billion, driven by a global shift toward digital fitness, wearables, and personalized health tracking. But with massive growth comes even tougher competition.
Dominating the space are heavyweights like Peloton, Nike Training Club, and MyFitnessPal — brands with deep pockets, loyal communities, and years of brand recognition. Breaking into this market isn’t just about launching a great product. You need a clear, aggressive, and data-driven marketing strategy to carve out space, capture attention, and drive long-term user engagement.
A strong promotion strategy for a sports app isn’t about throwing money at ads and hoping for downloads. It’s about investing in the right channels, optimizing every step of the user journey, and building a brand that keeps people coming back.
This guide is built by the Famesters agency experts for app marketers, growth specialists, developers, and business owners looking to take their fitness apps to the next level. Whether you’re trying to increase downloads, improve retention, or maximize revenue, this approach will help you create a marketing machine that delivers real results — without wasting budget on low-performing tactics.
Success in fitness app marketing is a mix of organic growth, paid acquisition, and strategic partnerships. Our guide breaks down the key strategies fitness app marketing you need to build a high-ROI promotion plan and answers the main question: how to promote sports apps:
- Influencer marketing. Leverage the power of influencers to drive credibility, user engagement, and direct app installs.
- App store optimization (ASO). Optimize titles, keywords, visuals, and reviews to improve discoverability and conversion rates.
- Paid advertising. Use targeted social media, search ads, and retargeting to acquire high-value users at a sustainable cost.
- Retention strategies. Build a strong gamification system, push notifications, and personalized experiences to keep users engaged.
- Brand partnerships. Collaborate with fitness brands, sportswear companies, and wellness influencers to expand your reach.
If you’re serious about growing your fitness app, this guide will show you exactly where to focus — and what to avoid. Let’s get started.
Understanding the fitness app market and target audience
Fitness app segments
The fitness app market isn’t just about workouts — it’s a massive space covering everything from personal training to meal planning. Knowing where your sports app fits is the first step to crafting a marketing strategy that actually works.
Here are the main types of fitness apps:
- Personal training apps. Designed for guided workouts, structured plans, and expert-led sessions. These include apps like Nike Training Club and Sweat by Kayla Itsines.
- Nutrition and meal planning apps. Focused on food tracking, calorie counting, and personalized meal plans. Leaders in this space include MyFitnessPal and Lifesum.
- Workout tracking apps. Used by runners, cyclists, and gym-goers to track workouts, progress, and stats. Examples include Strava and Fitbit.
- Meditation and wellness apps. Focused on mental health, mindfulness, and relaxation techniques. Popular names here are Headspace and Calm.
Each of these segments attracts different users with unique needs. Your marketing approach should be tailored to match their specific motivations and behaviors.
Identifying the target audience of your sports app
Not all fitness app users are the same. If you want to increase downloads and engagement, you need to speak directly to the right people. For example, here are three main user groups by their level of athletic training:
- Beginners – people who are new to fitness, looking for simple workouts, meal plans, or guided routines. They need motivation, easy-to-follow programs, and encouragement.
- Enthusiasts – these are the dedicated gym-goers, home workout fans, and regular users looking to take their training to the next level. They want more advanced features, data tracking, and community engagement.
- Specialized athletes – runners, cyclists, weightlifters, and sport-specific athletes who track every detail of their performance. They care about accuracy, wearable integrations, and in-depth analytics.
Understanding your audience isn’t just about demographics — it’s about knowing what drives them. What are their pain points? What features will keep them engaged? What kind of marketing messaging will make them take action?
User behavior and preferences
Across all fitness app segments, a few key features consistently increase engagement and retention:
- Wearable device integration. Users love syncing their apps with Apple Watch, Fitbit, and Garmin to track progress.
- Gamification. Challenges, badges, leaderboards, and streaks create motivation and make fitness feel fun.
- Expert guidance. Users trust certified trainers, nutritionists, and sports scientists for advice and credibility.
- Social engagement. Community features, friend challenges, and social media sharing keep users accountable.
Fitness app market insights: what drives growth?
The fitness app space is packed with competition, but smart strategies can give you an edge.
- App store optimization is critical — 69% of app downloads come from organic searches. If your app isn’t optimized with the right keywords, visuals, and descriptions, you’re losing potential users.
- Influencer marketing is one of the most effective ways to reduce customer acquisition costs. People trust recommendations from real fitness influencers and athletes more than generic ads.
Leveraging influencer marketing for fitness apps — the smart way
Do you actually need influencer marketing for your fitness app?
Fitness apps live and breathe through their users, and nothing speaks to people better than authentic recommendations. Fitness influencers are trusted voices within their communities. These influencers don’t just talk about fitness — they live it. When they recommend your sports app, it’s not a sales pitch; it’s a genuine endorsement from someone their followers believe in. With influencers, there’s actually no question like “how to promote fitness apps?”, it’s already “how to do it right to scale my marketing efforts?” Here’s why influencer marketing is so important:- Fitness influencers drive real engagement and installs: When an influencer promotes your app, their followers don’t just scroll past. They act — by clicking the link, downloading the app, and sharing it with their own network.
- 92% of consumers trust influencers over traditional ads: People are tired of seeing ads everywhere and have developed banner blindness. What they trust is personal, relatable content. Influencers connect with their followers on a human level, making them more likely to trust their recommendations. This means your sports app gets a more engaged audience, not just numbers.
Finding the right influencers to promote your sports app
Choosing the right influencers is all about finding people who connect with your audience in a genuine way. It’s actually not about how many followers they have — it’s more about how much trust and influence they’ve built within their community. Here’s a breakdown of the types of fitness influencers you can work with: Micro-influencers (10K–100K followers) These influencers may have smaller followings, but they are known for high engagement and a strong, loyal audience. Their followers see them as real, approachable people who understand fitness. Because they are more niche-focused, they are also more affordable and ideal for targeting specific workout styles or goals.- Why they’re effective: Their followers trust their opinions and are more likely to download your app because it feels like a personal recommendation.
- When to use them: When you want to target specific groups, like yoga enthusiasts, marathon runners, or beginners looking for workout plans.
- Why they’re effective: They have the reach to put your app in front of a lot of eyes. They can help make your app well-known to a wider, but still targeted, audience.
- When to use them: When you’re aiming to increase visibility and attract a more general audience — perhaps during an app launch or a major update.
- Why they’re effective: Their reach is massive, which can place your app in front of millions of people. However, they should be used when you’re looking for broad visibility and are prepared to spend more.
- When to use them: For big campaigns, like a special app feature launch or a nationwide marketing push.
Types of fitness influencer collaborations
Influencers can help create many kinds of content that will speak to your target audience and drive installs. The trick is to make sure it feels authentic and engaging.User-generated content
UGC is powerful because it’s not “advertising” — it’s real people showing how they use your app in their daily lives.- Example: Ask influencers to post real videos using your app, like doing workouts or tracking nutrition, and tag your brand. Real-life testimonials are more relatable and trustworthy than polished marketing materials. Then, you can use the content the influencer has created in your paid ads and other marketing activities to drive even more engagement across multiple channels and increase the ROI of your influencer marketing. Make sure you acquire the right to the content according to your contract with the influencer.
Instagram and TikTok challenges
Challenges are a fun and interactive way to get users involved with your app. Influencers can create fitness challenges (like a 30-day fitness challenge) and encourage their followers to participate using your app.- Example: An influencer could launch a fitness challenge on Instagram or TikTok, asking followers to complete a specific workout every day using your app and share their progress with a branded hashtag (#AppNameChallenge).
Sponsored YouTube workout tutorials
YouTube is a great place for fitness influencers to provide in-depth content, such as workout routines, diet advice, or fitness tips. A sponsored video showing how an influencer uses your app can be very effective.- Example: A fitness YouTuber could do a detailed workout tutorial, walking their audience through the exercises they’ve tracked or planned using your app.
Influencer referral programs
Referral programs allow influencers to directly promote the app by giving their followers special access or deals.- Example: Provide influencers with unique referral codes that offer their followers a free trial, discounted membership, or exclusive app features. The influencer gets a commission, and the followers get added incentives to try the app.
Live workouts and Q&A sessions
A live workout or Q&A session gives influencers the opportunity to showcase how they use your app in real-time, engaging their audience with direct interaction. This real-time content boosts credibility and trust.- Example: Host a live workout session on Instagram, YouTube, or Twitch, where an influencer leads a workout using your app’s features while answering questions from their followers.
Metrics to track for ROI
Once your fitness app’s influencer campaign is live, it’s crucial to measure its effectiveness. Here’s how you can track whether your investment is paying off: Engagement rate This is the measure of how well your influencer’s content resonates with their followers. It includes likes, comments, shares, and other forms of interaction. High engagement shows that the audience is not just seeing the post — they’re interacting with it. Conversions and installs This is the number of users who clicked on the influencer’s link and actually downloaded the app. Keep track of how many installs come from each influencer’s unique tracking link to measure which partnerships are driving the most new users. Cost per install (CPI) This metric helps you determine how much you are paying for each new download. If an influencer’s CPI is low, it means you’re getting more value for your money. Retention rate Once someone downloads your sports app, you want them to stick around. Tracking how many users stay engaged after the first week or month is key to understanding how valuable these influencer-driven installs are.Case study: How Sweat fitness app achieved 1M+ active users via influencer marketing
The Sweat app by Kayla Itsines is a great example of how effective influencer marketing can be for fitness apps. Here’s how they did it:- Kayla Itsines built a loyal following long before the app launched, leveraging her own fitness journey and expertise.
- UGC was a big part of her strategy — users shared their transformation stories, which helped inspire others.
- She partnered with other fitness influencers who shared her brand vision and provided content that felt authentic.
- Challenges and referral programs encouraged even more engagement. For example, they launched exclusive fitness challenges that pushed people to download the app and participate.
- By consistently leveraging influencer collaborations, Sweat grew from a small community into a global fitness app with millions of active users.
ASO for fitness apps
Why ASO is key for organic growth of your sports app
If you want your fitness app to be found by the right users without spending a fortune on ads, ASO is your best friend. In fact, 59% of app installs come directly from search within the App Store. This means when users type in keywords like “workout tracker” or “meal planner,” you want your app to show up at the top of their results.
The best part about ASO? It’s all about organic growth — getting your sports app in front of the right audience without having to pay for every click. When your app is optimized, users will be more likely to download it because it appears in the right searches and stands out from the competition.
ASO best practices for fitness apps
To make sure your sports app stands out in crowded app stores, here are the key tactics that will boost your visibility:
Keyword optimization
Choosing the right keywords to promote your fitness app is vital. These are the search terms people use when looking for fitness apps that meet their needs. Think about how users describe their fitness goals. Include keywords like:
- “Workout tracker”
- “Home fitness”
- “Meal planner”
- “Fitness routine”
- “Weight loss app”
These are just a few examples, but the idea is to cover as many relevant terms as possible that your potential users are likely to search for. Focus on long-tail keywords too (more specific phrases like “beginner home workout plan” or “meal planner for athletes”) to narrow down the search.
Your fitness app title and description
These are some of the first things users will see, so make them count. Make sure they are:
- Clear: Let users know exactly what your app does.
- Keyword-rich: Use the most important keywords in both the title and description to increase visibility.
- Benefit-driven: Explain why users need your app and what unique benefits it offers. If your app tracks workouts, helps users with meal plans, or improves their health, say so right away. A strong, straightforward description will grab users’ attention and give them a reason to click on your app.
For example:
- Title: “Fitness Tracker and Workout Planner: Achieve Your Goals”
- Description: “Track your workouts, set personalized fitness goals, and plan meals with our all-in-one fitness app. Whether you’re looking to lose weight, build strength, or improve your endurance, we’ve got you covered.”
Eye-catching visuals
People make snap decisions based on first impressions. Your visuals play a big role in that. The App Store and Google Play allow you to display:
- High-quality icons: This is the face of your fitness app. Keep it simple, clean, and easily recognizable.
- Screenshots: Show what users can expect from the app. Highlight key features like workout tracking, meal planning, or community features. Make sure the screenshots showcase the app’s ease of use and visually appealing design.
- App preview videos: A quick video (15-30 seconds) can show how your sports app actually works and what users can achieve with it. Videos are an effective way to increase engagement and help users visualize the experience.
User reviews and ratings
Positive reviews and high ratings are huge factors in whether users will download your sports app. Apps with more positive reviews and a higher rating typically rank higher in search results, which is why getting users to leave feedback is so important.
- Encourage reviews: Prompt users to leave reviews after they’ve completed a workout or achieved a milestone. You could ask users for feedback after they’ve used the app for a certain period or after reaching a specific goal.
- Respond to feedback: Acknowledge reviews, especially the ones that highlight areas for improvement. This shows that you’re actively listening to your users and improving the app based on their needs.
Using in-app events and updates for ASO boost
App stores reward apps that are regularly updated and offer new, exciting features. Here’s how to use in-app events and updates to keep your app ranking high:
- Live workout challenges: Promote seasonal fitness challenges or real-time events (e.g., a “New Year Fitness Challenge” or “Summer Body Challenge”). Users will be more likely to check out your app when they see something new and exciting happening.
- Seasonal campaigns: Align your app updates with the time of year — offer workout plans, meal ideas, and fitness tips that match users’ goals in different seasons (e.g., “Get Ready for Summer” or “Winter Fitness Prep”).
- New feature releases: When you add new features (like new workout plans, improved meal tracking, or integrations with other devices), make sure your app store listing highlights them. The constant addition of features shows users that your app is developing and staying relevant.
PUA strategies for fitness apps
Balancing organic and paid growth for higher ROI
While organic growth is essential for building a solid foundation, paid user acquisition can accelerate your fitness app’s growth significantly. The key to maximizing your ROI is balancing both organic and paid efforts. Here’s how:
- Scale what works: Start by identifying what’s already working organically — whether it’s a popular workout feature, a seasonal campaign, or a particular influencer collaboration. Then, use paid ads to scale those successes. For example, if your fitness app’s free trial offer is converting well through word of mouth, consider running targeted ads to re-target people who visited your site but didn’t sign up.
- Align your paid efforts with organic strategies — this way you can make the most of what already resonates with your audience, which improves your chances of success.
Best ad platforms for fitness apps
Paid ads can help you reach your target users where they’re already spending time online. Here are some of the best platforms for fitness app user acquisition:
TikTok and Instagram
Both TikTok and Instagram are perfect for fitness apps. These platforms have a high level of engagement, particularly for fitness challenges, influencer content, and transformation stories. Fitness influencers and users alike regularly share workout tips, results, and app recommendations.
- TikTok: Short, creative videos like fitness challenges, tips, or real-life transformations have the potential to go viral. TikTok’s algorithm is great for targeting users who are highly interested in fitness or wellness, making it an ideal platform to grow your fitness app’s user base.
- Instagram: Instagram is a visual platform where fitness content thrives. Run ads showcasing workout routines, UGC, and partnerships with fitness influencers. Both feed and stories ads can be highly effective for reaching your target audience.
Google Ads and Apple Search Ads
Google Ads and Apple Search Ads are great for capturing intent-driven searches. If a potential user is actively searching for a fitness solution — such as “best weight loss app” or “home workout app” — these platforms allow you to place your app in front of them when they’re ready to download.
- Google Ads: Target search queries related to fitness, health, and wellness. You can also use Google’s display network to run banner ads on related websites or within apps.
- Apple Search Ads: Appearing in the App Store search results is one of the most direct ways to get in front of users who are already looking for fitness apps. With Apple’s targeting options, you can even focus on people who’ve used a similar app before.
YouTube Ads
YouTube is a powerful platform for showcasing your fitness app through tutorial content and testimonials. Since people turn to YouTube for workout guidance, fitness tutorials, and reviews, your app could fit right into this ecosystem.
- Run ads that show how easy it is to use your app, like real-time workout tracking or meal planning features.
- Use testimonial videos from real users or fitness influencers discussing how your app helped them achieve their goals.
Optimizing ad creatives for conversions
To make sure your paid ads are converting, you need to design them in a way that makes users want to click, download, and keep using your app. Here’s how to optimize your ad creatives:
Show app features in action
Your ads should clearly show what your sports app does. Potential users want to see how the app will help them, whether it’s tracking their workouts, providing meal plans, or showing progress over time.
- Show real-time progress tracking: Demonstrate how your app gives users feedback on their workouts, helping them improve with each session.
- Highlight key features: Whether it’s a customized workout plan, social sharing capabilities, or integration with wearables, make sure your app’s core features are showcased in action.
A/B test different ad creatives and CTAs
To figure out what works best, run A/B tests with different versions of your ads. Test various elements like:
- Visuals: Which images or videos drive higher engagement?
- Copy: Is a short and punchy message more effective, or does a longer description work better?
- CTAs (Call-to-Action): Test phrases like “Download Now,” “Get Started Today,” or “Try Free for 7 Days” to see which motivates users to click and install your app.
Continuously testing and refining your creatives you can improve your ad performance and maximize your ROI.
Tracking key metrics
To determine if your paid ads are worth the investment, track key metrics that give you insights into your performance.
CPI (Cost Per Install)
CPI tells you how much you’re paying for each app download. Lowering CPI means you’re getting more downloads for your ad spend, which leads to a better ROI.
CAC (Customer Acquisition Cost)
This metric helps you understand the total cost of acquiring a paying customer, including all your ad spend, creative costs, and other acquisition efforts.
ROAS (Return on Ad Spend)
ROAS measures how much revenue you’re generating from each dollar spent on ads. A positive ROAS means your ads are driving profitable results.
Confused by the number of abbreviations? We’ve got you covered: here is our guide “Influencer marketing 101: FAQs & basics, terms & definitions, tips & tricks”
Retention strategies for your sports app: keeping users engaged and maximizing LTV
Once users have downloaded your fitness app, keeping them engaged is the next big challenge. A strong retention strategy is essential for ensuring users stay active on your app, come back regularly, and ultimately become loyal customers. Here are some proven strategies to keep users engaged and maximize their lifetime value.
Gamification and сhallenges
People love challenges, and gamifying your app experience can significantly increase user retention. By adding elements of fun and competition, you encourage users to keep coming back and track their progress.
- Leaderboards: Users love to see how they compare to others. Implementing leaderboards that show top performers in different categories (e.g., most steps, longest workout streak, or highest calories burned) can ignite a sense of healthy competition.
- Workout streaks: Offering rewards for consecutive days of activity can motivate users to make fitness a habit. For example, “complete 7 days in a row to unlock exclusive content” can create an incentive for users to stay consistent.
- Badges and rewards: A system of badges or virtual rewards can help reinforce positive behavior and accomplishments. Whether it’s completing a set number of workouts or reaching a specific fitness milestone, rewards make users feel recognized and encourage them to keep progressing.
Example: Fitbit’s “Step Challenges”
Fitbit has successfully used step challenges to keep users engaged. By allowing users to compete against friends or join group challenges, Fitbit has seen an increase in retention for users who participate in these challenges. This shows how powerful gamification can be in driving long-term engagement.
Personalization and AI-based recommendations
The more personalized your sports app experience is, the more users will feel connected to it. Using AI to offer tailored recommendations can make your app feel like it truly understands the user’s needs and goals.
- Tailored workouts: Offer users workouts that are customized based on their fitness level, preferences, and goals. If your app can suggest workouts that evolve as they progress, users are more likely to stick with it.
- Personalized nutrition plans: Based on the data collected (e.g., weight, dietary preferences, fitness goals), provide meal plans or suggestions that feel relevant and specific to each user. Personalization shows that your fitness app is invested in their individual journey, rather than offering generic advice.
Push notifications and email campaigns
Well-timed push notifications and email campaigns can gently remind users of their goals and keep them coming back to your fitness app. But, it’s important to keep these messages personal and relevant to avoid being seen as spammy.
- Personalized workout reminders: Remind users of their next workout or offer them a nudge to stay on track if they haven’t exercised in a few days. Phrases like “It’s time for your next workout!” or “You’re just 10 minutes away from your next milestone” are powerful motivators.
- Progress updates: Celebrate small wins! If a user has completed a significant number of workouts or hit a fitness milestone, send them a congratulatory message. This not only keeps them engaged but also reinforces a sense of accomplishment, making it more likely they will continue using the app.
Email campaigns can also help in keeping users engaged by offering educational content, special promotions, or sneak peeks of new features. These efforts help foster a relationship beyond the app.
Community engagement and social features
Fitness isn’t just about individual progress; it’s also about the community. People enjoy connecting with others, sharing their wins, and offering support. Social features can enhance user retention by creating a sense of belonging.
- Social feed: Integrating a social feed, like Strava’s, where users can share their workouts, achievements, or progress photos can significantly boost engagement. Users are more likely to stay on an app if they feel part of a larger fitness community.
- Group challenges: Offering group challenges where users can participate with their friends or a wider community can boost engagement. Whether it’s a running challenge, a cycling event, or a weekly fitness goal, users will feel more motivated to participate if they know they’re not alone in their journey.
Monetization strategies for fitness apps
When it comes to turning your fitness app into a profitable business, there are several ways to monetize your app while keeping users engaged and happy. Here’s a breakdown of some of the most effective strategies for generating revenue from your app.
Freemium vs. subscription models
Two of the most popular monetization methods for fitness apps are the freemium model and the subscription model. Both can be effective, but they work in different ways, depending on your app’s structure and the kind of audience you’re trying to reach.
Freemium model
The freemium model is a great way to attract a wide audience. With this approach, your app is free to download and use, but certain features are locked behind a paywall.
- Basic workouts for free: Offer a collection of free workouts or basic functionality to attract users. This gives them a taste of what your app has to offer.
- Premium subscriptions: Once users see the value in the free version, they’re more likely to subscribe to the premium version for access to advanced features, more workouts, and additional content like personalized plans, nutrition guides, or expert coaching.
Paid apps
Another option is charging users upfront with a one-time purchase for the app or for exclusive content.
- One-time purchase: Users can download the app for a one-time fee, gaining access to everything from the start.
- Exclusive content: For example, an app like Couch to 5K can offer its structured running plan for a set price, giving users clear value right from the start without having to deal with subscriptions.
While the freemium model encourages ongoing payments, paid apps generate revenue upfront. The key here is offering a well-defined value proposition that justifies the one-time price.
In-app purchases and upsells
Once users are hooked on your sports app, there are several ways to keep them engaged and further monetize their experience.
- Nutrition plans: Offer users personalized nutrition plans that complement their fitness routines. This could be a one-time purchase or part of a subscription. By offering tailored meal suggestions or macronutrient breakdowns, you can add real value to their fitness journey.
- One-on-one coaching: If your app has experts, trainers, or nutritionists, consider offering one-on-one coaching sessions as an upsell. Users are often willing to pay for personalized attention that can help them achieve their goals faster.
- Personalized workouts: Allow users to purchase customized workout plans based on their specific goals or needs. This can be an appealing option for users who want a more tailored experience without needing to commit to a full subscription.
In-app purchases and upsells provide users with the flexibility to pay for exactly what they want, without committing to a long-term subscription. This creates a more dynamic revenue stream.
Affiliate marketing and brand partnerships
Building partnerships with brands can be an excellent way to generate additional revenue and add value to your users.
- Affiliate marketing: If your fitness app promotes products like gym equipment, apparel, or supplements, consider setting up affiliate marketing links. For example, users can buy the latest yoga mats or protein powders directly through your app, and you earn a commission for each sale made through the link.
- Brand partnerships: Establish partnerships with athletic brands or fitness-related companies. A great example of this is Strava, which has collaborated with companies like Nike, Adidas, and Under Armour to create co-branded campaigns. These partnerships can generate a steady stream of revenue through cross-promotion, co-branded content, and product sales.
Brand partnerships not only create a new income stream but also give your fitness app credibility and exposure in front of a larger audience.
Measuring and optimizing campaign performance
Once your fitness app marketing campaigns are up and running, the next step is to measure their success and continuously optimize for better results. Understanding which metrics matter most and how to use them is key to ensuring your app reaches its full potential. Here’s how to stay on top of your performance and keep improving.
KPIs to track
To understand if your campaigns are truly working, you need to focus on the right indicators. These KPIs give you a clear picture of your app’s performance and help guide your decisions.
App installs
The most direct measure of your marketing efforts is the number of app installs. This shows how many people are downloading your app after seeing your ads or influencer content.
User retention
Getting people to install your sports app is just the start. Retaining them is where the real value lies. Track how many users keep coming back after their initial install. High retention means your app is offering value and keeping users engaged.
DAU/MAU (Daily/Monthly Active Users)
These metrics tell you how often users are engaging with your app. DAU measures daily engagement, while MAU tracks monthly. By looking at the ratio of DAU to MAU, you can understand how sticky your app is—whether people are using it consistently or only once in a while.
CAC (Customer Acquisition Cost)
This is how much you spend to acquire a new user. Tracking CAC helps you understand how cost-effective your marketing campaigns are. You want this to be as low as possible, meaning you’re spending wisely on ads and influencers to bring in quality users.
LTV (Lifetime Value)
LTV is a crucial metric because it shows how much revenue a user is likely to generate over their lifetime with your app. If your LTV is higher than your CAC, you’re on the right track. This metric helps determine the long-term sustainability of your marketing efforts and overall business.
Using Mobile Measurement Partners (MMPs)
To track these metrics effectively and ensure accuracy, many marketers turn to MMPs. These platforms help you understand where your users are coming from, how they interact with your app, and how well your campaigns are performing across various channels.
Platforms like Adjust, Appsflyer, and Branch
These tools provide attribution tracking, so you can pinpoint exactly which ad or marketing channel led a user to install your app. They also allow you to track user behavior once they’re in your app, helping you measure retention, engagement, and in-app purchases. MMPs simplify the process of understanding your marketing ROI by connecting the dots between your efforts and your results.
A/B testing for continuous improvement
Marketing is all about testing and improving over time. A/B testing is one of the most powerful ways to continuously refine your campaigns and improve your app’s performance.
Test ad creatives
Different ad formats, visuals, and messaging will resonate differently with your audience. By running A/B tests on your creatives (e.g., video ads vs. static images or various call-to-action text), you can figure out what works best for driving installs and engagement.
Test pricing strategies
If you’re using a subscription model, test different pricing structures to see which gets the best response. You might find that a lower price point attracts more users, or that offering a free trial increases conversions.
Test onboarding flows
Your onboarding process is crucial to user retention. A/B test different flows to see which one makes users more likely to continue using your fitness app. You might test offering a tutorial in the beginning or letting users dive straight into the app. The goal is to find the smoothest path that gets users hooked right away.
Case studies: successful fitness app marketing campaigns
Let’s take a closer look at some real-world examples of fitness apps that have nailed their marketing strategies. These case studies show how strong community engagement, influencer-driven campaigns, and premium subscription models can make a significant difference in the fitness app space.
Strava’s growth through community and gamification
Strava has grown into one of the most popular fitness tracking apps by focusing on community building and gamification. Rather than just offering tracking features, Strava makes fitness a social activity.
What Strava did right:
Community engagement
Strava has created a unique social environment where users can share their workouts, join challenges, and follow friends. By turning fitness into a social experience, Strava capitalized on the growing trend of social media and digital connections, keeping users motivated and engaged long-term.
Gamification
Strava introduced features like leaderboards, achievements, and monthly challenges that keep users coming back for more. This gamified approach to fitness has been key to maintaining high engagement levels. Users stay more motivated when they feel they’re part of a community and can track their progress against others.
Partnerships
Strava also partners with top athletic brands to offer premium content and cross-promotion, helping boost brand visibility and revenue.
Key takeaways for your app:
- Building a strong, engaged community within your sports app can lead to higher retention.
- Gamification strategies like challenges and leaderboards can help users stay motivated and engaged.
Sweat app’s influencer-driven marketing success
The Sweat app, created by fitness personality Kayla Itsines, became a massive success through its use of influencer marketing. Kayla’s own social media presence, combined with a carefully crafted influencer strategy, helped the app skyrocket to over 1 million MAUs in just a few years.
What Sweat did right:
Leveraging personal branding
Kayla Itsines was already a well-known fitness influencer when she launched Sweat, so she used her personal brand to promote the app. By showcasing her own workouts and success stories, she built trust with her audience and convinced them to try out the app.
Micro-influencer partnerships
Sweat also works with fitness influencers who have smaller, more engaged audiences. Micro-influencers are able to provide real, relatable content that resonated more deeply with their followers. The app benefits from genuine reviews, workout tutorials, and testimonials that create authentic buzz. Here’s an example:
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Key takeaways for your app:
- Build a personal brand around your app’s creator or team to foster trust and loyalty.
- Use micro-influencers who can generate high engagement without the heavy costs of larger influencers.
Nike Training Club’s premium subscription model
NTC is a standout example of using a premium subscription model to drive growth while offering free value to users.
What Nike Training Club did right:
Free access to premium content
Originally, NTC operated on a freemium model, offering a basic free version with premium content available via subscription. However, during the COVID-19 pandemic, Nike made all workouts free, and they have continued this approach. The app now offers over 185 free workouts, including bodyweight sessions, yoga classes, and full-equipment home workouts. By providing high-quality content at no cost, NTC ensures user engagement and accessibility.
Personalized training plans
NTC allows users to choose from a variety of structured workout routines tailored to their fitness goals, such as building strength, improving endurance, and enhancing mobility. While these programs are adaptable, they are not fully individualized or interactive with live trainers. The app provides guided instructions and progress tracking to keep users motivated.
Brand authority and integration
Nike’s strong reputation in the fitness industry has significantly contributed to NTC’s success. The app seamlessly integrates with wearable devices like the Apple Watch, enabling users to track real-time performance metrics such as heart rate and active energy. This integration enhances the training experience and keeps users engaged.
Key takeaways for your app:
- Offer a free version with valuable content to build trust and attract users, then you can incentivize upgrades with exclusive features.
- Provide personalized experiences to keep users motivated and engaged.
- Partner with established brands or integrate with wearables to add value and credibility.
Final word
The fitness app space is competitive, but with the right strategy, your app can stand out. We’ve covered a range of tactics from ASO to paid ads, and it’s clear that a comprehensive approach is key. But influencer marketing stands out as one of the most effective ways to get noticed and build a loyal user base.
Influencers have built trust with their audiences, and by working with them, you can connect with users in an authentic way that encourages them to download and engage with your app. Their real-life experiences and recommendations can be far more impactful than traditional ads. In fact, 84.8% of marketers find influencer marketing effective.
Source: Famestres’ ultimate influencer marketing report
For app developers and marketers, teaming up with the Famesters influencer marketing agency will make the process smoother, more effective and efficient. With the right influencers and a well-crafted strategy, you can boost your app’s visibility and turn casual users into loyal fans. And we’re here to help you with that! Ready to start growing your sports app’s audience? Contact us at [email protected]!
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