Product details

This case highlights the challenges of the digital applications industry for tracking physical activities. These applications are now used daily by hundreds of millions of users worldwide. They provide tracking, analysis, and advice for sports enthusiasts. As France hosts the Olympic Games in July 2024, attention is focused not only on upcoming sports performances but also on public health issues related to sedentary behavior. In 2023, more than a third of adults in the European Union did not reach the minimum threshold of physical activity recommended by the WHO, and 45% reported no physical activity. However, fitness tracking applications are experiencing unprecedented success. Is the apparent paradox between the widespread adoption of these applications and the low levels of physical activity genuine? What do the uses of these tools entail? Who are they targeting? Do they deliver on their promises? This industry faces fierce competition. How can the players adapt? This case addresses all of these elements and provides recommendations.