Building a custom app vs selling programs through a website for fitness influencers
Published
December 12, 2024
8
min read
If you're a fitness influencer deciding between a custom app or a website, here's the quick breakdown:
| Feature | Custom Apps | Websites |
|---|---|---|
| Cost | $20k–$100k+ (upfront) | $5k–$15k (upfront) |
| Retention | 27.3% (30 days) | 11.7% (30 days) |
| Revenue Model | Subscriptions, in-app purchases | One-time sales, courses |
| User Experience | Offline access, push alerts | SEO-driven, wider accessibility |
| Video Quality | Up to 4K | Up to 1080p |
| Community Tools | Integrated, real-time | External platforms required |
Your choice depends on your audience's habits, budget, and long-term goals.
The differences between apps and websites directly influence their core capabilities, which play a major role in user engagement and revenue generation.
Custom apps take full advantage of device features like vibration alerts and offline access. This results in push notification open rates of 50-60%, compared to the 20% open rates for email notifications on websites . Even with advancements like Progressive Web Apps (PWAs), websites still offer fewer features than native apps .
Apps excel in delivering 4K streaming with playback optimized for devices, leading to 30% longer view times compared to web platforms . Higher-quality video also boosts program completion rates by 18%, which can directly influence revenue .
| Feature | Custom App | Website |
|---|---|---|
| Video Quality | Up to 4K | Up to 1080p |
| Social Features | Native sharing, real-time leaderboards | Third-party integrations |
| Progress Tracking | Direct wearable sync | Manual entry |
| Community Tools | In-app messaging with read receipts | External platforms required |
When it comes to community tools, apps stand out with integrated social feeds and features like native sharing, which drive 70% higher engagement . In contrast, websites often rely on fragmented solutions like Facebook groups or Discord servers .
Scalability is a key consideration. Apps demand a higher initial investment but handle user growth more efficiently than websites. However, app updates can face delays due to app store approval processes, while websites enable instant content changes.
Cloud-based updates allow apps to maintain performance while keeping content fresh. Features like seamless wearable integration further solidify the technical edge of apps, offering a streamlined experience that websites, with their limited OAuth connections, struggle to replicate.
When it comes to long-term success, financial considerations are just as important as technical capabilities.
| Cost Category | Custom App | Website |
|---|---|---|
| Annual Maintenance | $3k–$25k | $500–$5k |
| Platform Fees | 15-30% (app stores) | 2-3% (payment processing) |
| Marketing Tools | $150-500/month | $50-200/month |
Apps often come with higher ongoing costs. Annual updates alone can cost 15-25% of the initial development fees . On the other hand, websites are generally more affordable to maintain, with hosting and security updates costing between $500 and $5,000 per year [3].
For those seeking a more budget-friendly option, platforms like Exercise.com provide white-label app solutions at a fraction of the cost of custom development . Balancing these costs against potential revenue is key to scaling efficiently.
The way apps and websites generate revenue varies significantly. Apps thrive on subscription models, typically charging $10–$50 per month . This makes them ideal for users who are highly engaged and willing to commit long-term. Websites, however, are better suited for casual buyers with one-time purchases.
"The Fit Body App demonstrates the power of hybrid monetization, combining $29/month subscriptions with $99/year challenges and in-app merchandise sales", according to 2023 industry data .
Apps also excel in driving add-on sales, with 35–50% higher conversion rates for extras like nutrition plans and merchandise . Features like integrated shopping and push notifications contribute to this success.
Website earnings often come from:
The choice of platform has a direct impact on revenue potential. Apps generally deliver a higher lifetime value, often surpassing $600 per user annually through recurring subscriptions . However, they also come with hidden expenses, such as App Store Optimization (ASO) tools ($50-$300/month), which can outpace the costs of SEO tools for websites ($50-$200/month) .
These financial factors play a crucial role in shaping user engagement strategies, which we’ll dive into next.
Engagement strategies play a critical role in determining whether a platform thrives or struggles. Retention is especially important because it directly influences revenue potential. For example, apps often justify their higher upfront costs by fostering repeat usage among a loyal audience.
Apps and websites take different paths to keep users engaged. Apps are particularly effective at building habits through features like detailed workout tracking, real-time notifications, and community integration.
Websites, on the other hand, focus on content-driven strategies and structured program delivery to maintain user interest.
The way platforms collect and analyze user data varies greatly:
Apps focus on real-time exercise tracking, such as:
Websites emphasize broader user behavior patterns, including:
Apps also offer personalized experiences by automatically adjusting workouts based on user performance. This kind of customization is harder to achieve with websites alone.
Interestingly, a hybrid approach - such as combining app-based challenges with website-hosted nutrition content - can lead to a 41% higher lifetime value compared to using just one platform . This highlights the importance of aligning platform capabilities with engagement goals. Hybrid models work best when each platform complements the other's strengths: apps excel at habit-building, while websites shine in discoverability.
After reviewing engagement trends and revenue strategies, influencers in the fitness industry need to weigh three key factors that impact both user retention and income potential.
Your platform's technical needs will depend on the features you want to offer and your ability to maintain them. Apps often require advanced skills for live streaming and wearable tech integration, while websites lean more on CMS (content management system) expertise.
| Platform | Technical Needs |
|---|---|
| Custom App | Mobile development, backend integration |
| Website | Basic CMS knowledge |
| Hybrid Solution | Moderate technical skills |
If coding isn't your thing, no-code tools like Exercise.com simplify website creation, letting you focus on creating content instead of dealing with complex tech setups .
Your platform should match how your audience interacts online. Think about:
When selecting a platform, consider how it complements your revenue strategy:
| Revenue Focus | Platform Choice | Key Advantage |
|---|---|---|
| Subscriptions | App | Higher retention through push notifications (30% boost) |
| One-time Sales | Website | Easier scaling with lower fees |
| Hybrid Model | Cross-platform | Seamless content delivery |
Your choice of platform should support your growth goals, from expanding your audience to diversifying income streams. The right infrastructure will help you scale effectively while keeping the user experience smooth. Match your platform's strengths with your revenue approach and engagement targets to stay ahead.
Choosing the right platform can have a big impact on your fitness business. Let’s break down the key factors based on performance data.
Custom fitness apps are great for keeping users engaged and coming back. Data shows they deliver 3-5x higher lifetime value compared to websites, with subscription renewal rates hitting 75%, compared to 40% for websites .
On the other hand, websites can be a smart starting point, especially for influencers. Trainerize reports that websites convert 22% better than apps for one-time program purchases .
Ready to take the next step? Here’s how to make the most of your chosen platform:
"Over-investing in unnecessary features is the biggest pitfall – 60% of initial app features go unused. Focus on core functionality that drives engagement", says Mobindustry .
As wearable integration becomes more common, apps may pull ahead - if your audience values this feature. With 81% of users preferring wearable sync , apps could become more appealing. But before committing, consider your audience’s device preferences, payment habits, and whether you can keep up with regular platform updates.
Fitness apps have shown strong potential for profitability. The market is expected to grow significantly, from $1.1 billion in 2021 to $120 billion by 2030 .
When comparing platforms, here’s an example:
| App Name | Monthly Revenue | Key Success Factors |
|---|---|---|
| Sweat | $500M+ valuation | Custom programming, community features |
Some key insights into app performance include:
To achieve profitability, fitness apps generally need around 10,000 engaged followers, which can result in 500–700 subscribers. In contrast, websites often require a smaller audience - around 2,000–5,000 visitors - relying on affiliate sales.
These profitability metrics should be considered alongside the technical demands and audience preferences discussed earlier.