Impact of covid-19 on the Global Fitness App Market
A fitness application or app is a software solution used for its various health-oriented functionalities that help individuals in setting up duration-bound fitness goals, monitoring calorie consumption, collecting workout ideas, and the determining the individuals’ current health status. Fitness apps are designed to work specifically on smartphones since they are the most commonly used handheld devices today.
The number of coronavirus infected patients is rising rapidly across the globe, which, in turn, has forced the government authorities to enforce lockdown to prevent further spread. This has resulted in the majority of the human population staying at home to protect themselves from the disease. Moreover, the pandemic has resulted in severe losses to the companies that are part of verticals such as airlines, oil & gas, automobiles, tourism, food & beverage, and so on. But this is conversely applicable to the fitness app market. Fitness app companies have been trying to innovate their applications by user engagement through workout and fitness awareness programs. In the United States, the average time spent by an individual on a fitness app has gone up from approximately 15 hours a week in 2019 to 25 hours a week during this lockdown. The Aarogya Setu app launched by the government of India in April 2020 has recorded about 98 million downloads. About 1.4 lakh users have been alerted about potential infection risks.
Application development companies are launching fitness apps that help users in their workout regime without the use of gym equipment. Also, the developers are now offering fitness as well as healthcare applications. For instance, the fitness app ‘Strava’ provides advice on optimization of heart rate-focused workout sessions and cross-training, among other functionalities, based on the users’ experience of workouts. Furthermore, another fitness app—Runtastic, is offering its users a 3-month free trial.
Several such initiatives and focused digital marketing strategies are expected to bring lucrative opportunities to the fitness app market, considering the current market conditions.