January marks the annual "new year, new me" craze on mobile, driving downloads for popular Health & Fitness apps like Calm, MyFitnessPal, Fitbit and more. This year, though, I noticed an app on the top charts that I hadn't before: Muscle Booster Workout, a subscription fitness app designed for men. As of writing this, it's #7 in Health Fitness on iOS and #13 in the category on Google Play.
The app launched in December 2018 on iOS and November 2019 on Google Play, since amassing 9.2 million downloads. While it found its way into the top 10 of the iOS Health & Fitness category back in July, its most notable growth has taken place in the last 2-3 months. It's the second most downloaded Health & Fitness app of January with 2.6 million downloads. For perspective, Calm, the #1 Health & Fitness app on both iOS and Google Play, brought in 2.9 million in January (this is also after announcing a partnership with superstar athlete LeBron James).
This past month, Muscle Booster even surpassed its closest competitors in IAP revenue, beating Better Me and 30 Day Fitness by over 41%. With strong revenue growth and approximately 1.6 million people using the app daily, Muscle Booster's competitors may be at risk of losing meaningful market share. However, until Muscle Booster expands their app to be more inclusive of women, they are missing out on a massive opportunity.