Did you know that there are in the region of 350,000 health apps available currently? (Health not just fitness)

This is creating a market that is valued at $106B.

In the US 63% of adults use health apps.

The size of the Fitness Tracker market is forecast to reach $139B by 2028.

It’s a huge industry. But given that obesity continues to increase, you have to question if it delivers any really value! The harsh reality is that effective fitness and / or health comes from sustained lifestyle choices… not chasing numbers on a fitness app (even if they were accurate). It really is as simple as eat well, move more and sleep enough!

If it’s that easy why don’t people do it? Because the next harsh reality is that people chase the quick fix. Improving your health and achieving fitness requires consistent attention over many months and is better measured in YEARS. This sits very badly with most people who are drawn to a 30-day programmes or 14-day diets.

This conflict between what works and what people want is leading to a more concerning (in my opinion) trend within the fitness sector; an arms race that is seeing digital health and pharmaceutical companies teaming up to address the rapidly growing Digital Health market, that heavily leverages the use of new prescription weight loss drugs on a prescription based service. We are seeing a really shift, where users are changing (and increasing) their monthly fitness subscription to be less about workouts and exercise and MUCH MORE about long term Diet Drug Prescriptions. It’s early days, but it is definitely happening.

Due to human nature, there probably is a role for prescription weight loss drugs. But let’s not lose sight of the small print here… they are supposed to be a complement to diet and exercise (eat well, move more, sleep enough. You remember… the boring stuff).

I’m not a betting man. But if I was I would probably put my money on people deciding that taking the prescription drugs will be the focus of their “fitness drive”… Do you see the problem now?