How much do fitness influencers make from apps? Reported revenue, benchmarks and the maths

The short answer

A fitness influencer’s app earns whatever its paying members pay, less the cut taken by Apple, Google or the card processor. Followers and downloads don’t pay anything on their own.

At the top end, the numbers are large. A handful of creator apps have published revenue, and they run into the millions or tens of millions a year. Further down, the typical subscription app earns very little, because most apps launch without an audience to sell to. A creator with an engaged following sits somewhere in between, and the maths below shows how to work out where.

This guide sticks to figures the companies or reputable outlets have published. Most creator apps don’t publish revenue at all, so where a number isn’t public, we say so rather than guess.

What the big creator apps have reported

App	Creator	Reported figure	Source
Sweat	Kayla Itsines	About $100 million revenue and 450,000 subscribers in 2020 (company claim)	Forbes Australia, February 2024
Sweat	Kayla Itsines	Subscription revenue of $61.35 million in the year to May 2023, down 14%	Forbes Australia, February 2024
EvolveYou	Krissy Cela	US$11.2 million in the 2022/23 financial year	Business Insider, September 2024
EvolveYou	Krissy Cela	Sales of £7.4 million in 2024	City AM, April 2025
Kic	Steph Claire Smith and Laura Henshaw	Revenue not disclosed; more than 750,000 downloads	Forbes Australia, March 2024

A few things stand out.

These are businesses, not side projects. Sweat had a chief executive and staff from early on, and was sold to iFIT in 2021 in a deal Forbes Australia puts at about US$150 million. EvolveYou sits alongside Oner Active, Cela’s activewear company.

Revenue moves with marketing. Forbes Australia reports that Sweat’s advertising budget was cut under iFIT, paying subscribers fell, and subscription revenue dropped 14% in the year to May 2023. An app doesn’t keep earning just because it exists.

Most creators keep their numbers private. Kic, an Australian app with more than 750,000 downloads, hasn’t disclosed its revenue, Forbes Australia notes. The same is true of most apps in the App Store. Websites that list an influencer’s “app revenue” or “net worth” are usually estimates from download data, and they often disagree with each other by a factor of ten, so treat them with care.

For how these apps were built in the first place, read how fitness influencers build subscription apps.

What the typical app makes

The famous apps are the exceptions. RevenueCat, which runs subscription billing for more than 115,000 apps, publishes an annual State of Subscription Apps report. Its 2026 edition, based mostly on 2025 data, gives a sober picture of everyone else:

• The median subscription app makes about US$72 a month one year after launch. The top 10% make US$2,500 a month or more.
• Only 17.3% of new apps reach US$1,000 in monthly revenue within two years, and 4.6% reach US$10,000.
• In health and fitness, the median app turns 2.9% of downloads into paying subscribers within 35 days.
• 37.7% of health and fitness free trials convert to a paid subscription.
• The median health and fitness payer brings in US$35.64 in their first year.

These figures cover every subscription app, most of them launched by developers with no audience at all. That’s why the median is so low. A creator app starts with something most apps never have: people who already know the trainer and have been asking for a program.

But the same numbers carry a warning. If only 2.9% of downloads become paying members, 10,000 downloads might mean around 290 subscribers. Downloads are a vanity number. Paying members are the business.

The maths: from members to money in your account

Every creator app’s income comes from one sum:

paying members times price, minus store or card fees, minus your costs

Take an illustrative example: 500 members paying US$19.99 a month, which is about US$9,995 a month before fees. Here’s what you keep, depending on how they pay, using the fee pages of Apple, Google and Stripe, checked on 29 October 2026.

How members pay	Fee	You keep per member	You keep from 500 members
Apple in-app purchase, standard rate, first year	30%	US$13.99	about US$6,997
Apple Small Business Program (under US$1 million a year)	15%	US$16.99	about US$8,496
Google Play Billing in the US	15% (10% + 5% billing fee)	US$16.99	about US$8,496
Stripe on your website, US card	2.9% + 30 cents, plus 0.7% for Stripe Billing	US$18.97	about US$9,485

A few notes on that table:

• Apple’s rate drops after a year. On auto-renewing subscriptions, Apple charges 15% once a subscriber has a year of paid service. Most creator apps qualify for the Small Business Program, which is 15% from the start, but you have to apply.
• Google’s fee depends on the country. The 10% service fee plus 5% billing fee applies in the US, UK, EEA, Australia and Japan; Google Play’s help page lists 15% for subscriptions elsewhere.
• Web sales carry other costs. Apple handles sales tax on in-app purchases. On your own website, you’re responsible for it.
• Subscription tools cost something too. RevenueCat, which many apps use to manage in-app subscriptions, is free up to US$2,500 in monthly tracked revenue and then charges 1% of tracked revenue, according to its pricing page. At the volume above, that’s about US$100 a month.

On the same 500 members, the gap between the most expensive and the cheapest route is nearly US$2,500 a month, or close to US$30,000 a year. That’s why most creator apps sell on the web as well as in the app. Our guide to app store fees vs web checkout covers the rules on linking out and how in-app purchase can still win on conversion.

What an app might earn at your size

None of the published reports say what share of a creator’s followers end up paying. So the table below is illustrative, using an assumption you should replace with your own: 1% of engaged followers become paying members at US$19.99 a month, and the store or card takes 15%.

Engaged followers	Paying members (1%)	Gross a month	After a 15% fee
10,000	100	US$1,999	about US$1,699
50,000	500	US$9,995	about US$8,496
250,000	2,500	US$49,975	about US$42,479

Three things change these numbers more than follower count.

Engagement. A follower who saves your workouts and asks for a plan is worth far more than one who followed a viral Reel. Two creators with the same follower count can see very different conversion.

Retention. The table is one month. The real income is what members keep paying over the year. RevenueCat’s first-year median of US$35.64 per health and fitness payer, against prices nearer US$10 a month, shows how many people cancel early. Our guide to fitness membership retention covers what keeps them.

Price and annual plans. RevenueCat says health and fitness apps cluster at US$9.99 a month and US$39.94 a year. Creator apps often charge more. In the US App Store on 29 October 2026, MadFit listed monthly plans from US$19.99 and The Sculpt Society listed US$24.99 a month, both with discounted yearly plans. A yearly plan brings the money in up front and cuts early cancellations.

Try your own figures in the membership revenue calculator.

The costs on the other side

Revenue isn’t profit. An app brings costs a membership website doesn’t.

Building it. Forbes Australia reports that when Kic’s founders went to build their app in 2018, they were quoted “around the million-dollar mark”, and instead built it through a revenue-share partnership with a gaming company. A custom app is a real investment, and it needs updating every time Apple or Google changes their rules.

Content. Members pay for new programs, classes and challenges every month. That means filming, editing and planning, whether you do it or pay someone.

Marketing. Sweat’s fall in subscription revenue followed a cut to its advertising budget. Organic posts build an audience, but steady growth in paying members usually needs paid social, email and launches as well.

Support. Login problems, cancelled cards and refund requests all land somewhere. Apple and Google handle refunds for in-app purchases; for web sales, you do.

Is an app worth it?

For most creators, the honest answer is: not first. A membership website works on every phone, costs far less to build, and lets you prove that people will pay for your program. Sell a paid challenge or a program from your website, find out how many followers actually buy, and use that number in the maths above.

Add an app when members start asking for it, or when you have enough of them that an App Store listing, push notifications and offline workouts will keep more people subscribed. Our guide to creating your own fitness app compares the ways to build one.

Where Voyage fits

Launch with Voyage partners with established fitness creators to launch their own membership: a branded website with programs, challenges and a workout library, and an optional native iOS and Android app under your name. Memberships are sold on the web first, through Stripe, with no app store commission. If you add an app, members can also subscribe inside it through the App Store or Google Play via RevenueCat, and Apple and Google take their commission on those sales. There’s no monthly fee and no setup fee; Voyage takes a share of sales, from 10%, agreed before launch, and members pay into your own Stripe account.

Voyage designed and built the Move it Mama app for a New Zealand pre and postnatal fitness business, and it reached number one in Health and Fitness on the New Zealand App Store within 48 hours of launch. See how it works for fitness creators.