The sports and fitness subscriptions eCommerce market refers to any online store where customers can sign up for subscription services that provide access to a range of sports and fitness products or services. These services offer a convenient and personalized way for customers to pursue their fitness goals and access a range of sports and fitness products, including workout gear, nutritional supplements, fitness equipment, and personalized coaching.
Additionally, services often include access to licensed fitness professionals and other options that can be customized to meet individual fitness needs. The sports and fitness subscription market is growing exponentially and is largely driven by the increasing demand for personalized and convenient fitness solutions and the desire for proactive approaches to maintaining one's health and well-being.
Keep reading to learn about essential sports and fitness subscriptions eCommerce benchmarks to help your business grow.
Bringing potential visitors to your site and encouraging them to sign up is the backbone of a sports and fitness subscription business. Your conversion rate (CVR) is a percentage that reflects the success of this process — it describes how many visitors signed up and became customers. For instance, if you had 300 visitors and 30 signed up, your CVR would be 10%.
Sports and fitness subscriptions conversion rate benchmarks allow you to better gauge the success or failure of your marketing efforts by considering overall industry performance. For example, if your CVR is too low, this may be indicative of a poor marketing campaign or website design, both of which can be improved.
You can see below that the Varos platform’s real-time benchmarks for this industry indicate the median CVR for Facebook Ads is 4%.
The sports and fitness subscriptions eCommerce market is a specific subsection of the health and wellbeing market. Stores within this larger market utilize a range of sources to attract visitors and new customers, including:
Additionally, Varos aggregates and analyzes additional data indicating that companies in this market invest 36% of their paid ad budget into Google Ads, 58% in Facebook Ads, and 6.8% in TikTok. Additionally, we can further segment traffic by campaign type:
It’s clear that succeeding in this space relies on investing in a range of platforms and campaign types to reach customers wherever they are.
Having a firm understanding of your important sports and fitness subscriptions eCommerce KPI benchmarks is crucial to maximizing your market budget. These benchmarks help you evaluate your own results to make sure you're not spending too much or too little to acquire customers.
Cost-per-click (CPC) is a core KPI that describes the average cost of every click on your paid ads. It’s essential for those clicks to take visitors to carefully designed landing pages so they sign up for your service. Otherwise, you may end up spending more on the campaign than it generates in revenue.
You can see in the screenshot below that the average CPC is $2.27 for Facebook Ads in the sports and fitness subscriptions market.