January 1st is the Super Bowl for fitness apps. Our DAU spikes 400%, CAC drops 50%, and for two glorious weeks, growth seems effortless. Then February hits. The New Year's resolution crowd churns, and you're left wondering if those users were ever real. The fitness category rewards those who understand motivation psychology—not just media buying.
Fitness App Seasonality
Plan your year around these peaks:
Peak Seasons
- New Year (Jan 1-15): Resolution rush, highest intent
- Pre-summer (April-May): Beach body season
- Post-holiday (late Dec): Guilt-driven installs
- Monday motivation: Weekly mini-peaks
Valley Periods
- Mid-February: Resolution abandonment
- Summer (June-Aug): Outdoor activity competition
- Holiday season (Nov-Dec): Other priorities
The January Paradox
January users are cheap to acquire but expensive to retain. February users cost more but often have higher LTV—they've already survived the resolution window and have genuine intent.
Motivation-Based Targeting
Users come to fitness apps for different reasons:
Weight Loss
- Largest segment, most competitive
- High intent, variable commitment
- Respond to transformation stories
Strength/Performance
- Dedicated, consistent users
- Higher retention, harder to acquire
- Value expertise and progression
Mental Wellness
- Growing rapidly post-pandemic
- Stress, sleep, meditation focus
- Different creative approach needed
Creative That Converts
What Works
- Real transformations (before/after)
- Beginner-friendly messaging
- "No equipment needed" for home workouts
- Time-specific ("15-minute workouts")
- Achievability over intensity
What Fails
- Elite athlete imagery (intimidating)
- Gym-focused when targeting home users
- Shame-based messaging
- Unrealistic promises
Retention as Marketing
In fitness, retention IS acquisition strategy:
- Happy users refer friends
- Retained users leave reviews
- Long-term users become advocates
- Investment in retention pays UA dividends
Track the Wellness Journey
ClicksFlyer helps fitness apps understand which acquisition sources bring users who stick with their wellness goals—not just install and quit.