TRCKR Competitive Analysis
TRCKR Competitive Analysis
Competitive Analysis
TRCKR
Competitors: 3
Date: April, 2022
An in-depth look at three market leaders in the health & fitness space.
See the full report below.
Fiit
WHAT ARE THEY SELLING?
FiiT are selling subscription service virtual personal training, offering instructional videos for use at home or in a gym.
WHAT ARE THEY COMMUNICATING THROUGH THEIR PRODUCT?
FiiT are pushing a motivational style of training, encouraging Users to engage in a regular training habit through an attractive, slick app and website.
WHAT ARE THEY MISSING IN THEIR MESSAGE, PRODUCT, AND OVERALL OFFERING?
FiiT’s focus on calories burnt, rather than ingested has lead to outsourcing meal plans and nutrition to MindfulChef and BBC GoodFood. FiiT offers Breathwork but meditation seems to be off the menu.
OBJECTIVES
FiiT is primarily an app-based offering which provides motivational fitness classes for Users at home and at the gym. It provides access to “in-demand” coaches and fitness experts across the app. They’re trying to differentiate themselves with connectivity (with FiiT tracker, Apple Watch and 25 other fitness trackers), compatibility (Sky, Samsung TV, Xfinitiy, Amazon Fire, and Apple TV via HDMI) and high quality of training.
OVERALL STRATEGY
FiiT launched for iOS in 2018 as a free-to-use service but monetised with subscriptions in 2020. The app uses celebrity endorsements and sort-after trainers to encourage Users to sign up and continue to work out. The app covers a broad range of workout styles in 3 main studios - Cardio, Strength, and Rebalance. FiiT has a range of merchandise to supplement subscription income. There is a monthly or yearly billing option.
MARKET ADVANTAGE
FiiT occupies a spot at the premium or boutique end of the fitness market. They claim to be the #1 rated fitness app available. Compatibility and connectivity are highlighted as advantages, as well as versatility of purpose - the app is claimed to be just as effective at home and in the gym.
SWOT Analysis
Calm
WHAT ARE THEY SELLING?
Calm is a mediation app offering guided meditations and tips on mental fitness.
WHAT ARE THEY COMMUNICATING THROUGH THEIR PRODUCT?
Calm are aiming to bring mindfulness and meditation to the forefront of the current health and wellness industry.
WHAT ARE THEY MISSING IN THEIR MESSAGE, PRODUCT, AND OVERALL OFFERING?
The Calm app has no onboarding preferences. There could be partnerships to other apps which focus on yoga and breathing.
OBJECTIVES
Calm’s broad objectives are detailed on its homepage as Improve Sleep Quality, Reduce Stress or Anxiety, Improve Focus, Self-improvement or a ‘something else’ option. It is the #1 app for sleep, mediation, and relaxation. A secondary objective is increasing awareness of mindfulness and its benefits on mental health.
OVERALL STRATEGY
Calm aims to introduce mediation and mindfulness as a part of everyday life with ‘Daily Calm’. It uses a long list of celebrity narrators for its Sleep Stories from Stephen Fry to LeBron James to Matthew McConaughey. Ambient music includes Johannes Brahms and deadmau5. Users can view their streaks of ‘Mindful Days’ and share progress with the app community or with friends via social media. It has partial free functionality and a premium offering.
MARKET ADVANTAGE
Calm’s advantages include a free and premium pay structure, as well as legacy as one of the first mainstream meditation apps on the market. Celebrity voices add User appeal and familiarity to those who already listen to audio books narrated by celebrities. Consistent high app store ratings and Apple’s App of the Year 2017 award place Calm at the forefront of the mindfulness market.
SWOT Analysis
MyFitnessPal
WHAT ARE THEY SELLING?
A service for tracking, improving and learning about your calorie intake
WHAT ARE THEY COMMUNICATING THROUGH THEIR PRODUCT?
MyFitnessPal is a no-nonsense service with User’s health and fitness at its core. Its function as a tool for weight loss and a health lifestyle are paramount over slick design and flashy endorsements.
WHAT ARE THEY MISSING IN THEIR MESSAGE, PRODUCT, AND OVERALL OFFERING?
The focus is purely on function and the app is overcrowded. Very advert heavy for free user
OBJECTIVES
MyFitnessPal’s main website slogan asserts the claim that ‘Fitness starts with what you eat’ and this claim permeates the brand’s objectives. It offers to help Users to take control of what they eat by tracking calories, breaking down macros and logging activities. The app offers a simple barcode scanner which is linked to a large database of food and nutrient information. Users can access a library of recipe and snack tips as well as connecting the app to a number of other fitness apps including Underarmour (its previous parent company), Garmin, Apple Health, and FitBit.
OVERALL STRATEGY
Since its launch in 2005, MyFitnesssPal has had free-to-use functionality but introduced a premium tier for Users in 2015. It position in the market initially fell within the fitness enthusiast world but lately has received traction with casual Users looking to improve diet, thus broadening its market share. This coincided with its launch as an app in 2009. In 2015 MFP was acquire by Under Armour with a view to expanding the brand’s digital connectivity offering.
MARKET ADVANTAGE
MFP’s success lies with its large database of foods which are easy to log and categorise - as of 2020, more than 7million foods are included with full nutritional information. The barcode scanner is a very useful tool in encouraging quick and easy food logging. Although there are similar options on the market (James Smith Academy has a macro calculator built in), MFP remains the top health and fitness app on the app store across all subcategories.
