An Overview of the Industry

During the pandemic, the usage of health and fitness applications significantly rose, and ever since then,
more businesses and healthcare organisations have invested in the creation of health and fitness apps.
The fitness industry has seen a complete digital change since the beginning of the digital era.
Increasingly more people are working, which has resulted in a busy lifestyle and less time to devote to
training. Over the upcoming years, this is anticipated to fuel the fitness app market especially in
Pakistan. Fitness applications help people undertake different exercises and offer recommendations for
balanced eating patterns; thus, they have attracted increased attention from users. The fitness app
market consists of the sales of fitness apps by businesses, sole proprietors, and partnerships. These apps
are intended to train users on how to perform exercises, follow dietary plans, engage in physical
activities such as running, hiking and cycling or learn about fitness-related issues. During the anticipated
period, Asia Pacific had the fitness app market's quickest growth. With a CAGR of 23%, Asia-Pacific is
predicted to develop the fastest in the market, reaching USD 10,955 million by 2030. The fact that this
area is home to more than 50% of the world's population is primarily responsible for this increase. Many
Asian nations, including Japan, China, India, and Pakistan, are making significant investments in the
creation of smart applications to provide consumers high-quality products, which raises the demand for
fitness apps in the area. An example for this approach includes Third-place finish in the Google Student
Challenge for a Pakistani fitness app named "Worthy Walk" that rewards people for exercising and for
carrying out any sort of physical activity. The idea behind this exercise software is rather
straightforward: walk, run, and cycle to earn rewards in the form of coins that can be exchanged for
discounts at nearby stores, restaurants, and start-ups. This app has been used by more than 5,000 users
thus far, and that figure is rising. An extensive international study found that 33% of internet users over
the age of 15 currently use an on-line or mobile application to track or monitor their health or fitness.
There are around 75 apps related to health and fitness that can be found on Google Play Store which are
widely used by Pakistani audience and among them the most popular apps include “LuckyStep” and
“Fitify”.

Customer Base
Majority of the customers in Pakistan are more likely to be attracted towards those applications that
offers them something in the form of rewards. This is the reason that majority of Pakistani customers
mainly youngsters and people belonging to Gen Y are mostly using those health and fitness apps that
offers them rewards for running, cycling, hiking or any sort of physical activity. Those rewards can be in
any form such as cash, discounts in some particular shopping brands, free meals for restaurants etc.
Millennials have recently become more aware of exercise and are altering their lifestyles for improved
health. Pakistan is ranked 149th out of 150 nations in terms of engagement in leisure physical exercise in
2018, according to the Global Wellness Institute. According to projections, the Pakistani market for
health and fitness would rise by 6.54% between 2022 and 2026, reaching US$7.48 million. In the
upcoming years, the market is expected to rise as a result of the rising number of people suffering from
stress, anxiety, and depression. Additionally, it is projected that the market would be driven by
expanding smart-phone and tablet usage as well as rising public awareness of the need of leading a
healthy lifestyle.