Health & Fitness apps: the winning Meta ads, x-rayed

Hume Health

Health & Fitness · by FitTrack Inc

3126 active ads longest 212d

Value proposition just overtook price drop offer as Hume Health's top angle, 81 ads to 60, and both run the exact same faceless dco formula: no people on screen, only product and app footage, at ~51s and ~42s. That's despite 56% of the account's 322 x-rayed creatives casting a human presenter. The winning set has narrowed to 526 ads (from 2,211 active), with 68 new winners and 68 retired this week, exact churn parity.

Ahead

Health & Fitness · by ahead solutions GmbH

2131 active ads longest 38d

Of 1605 active ads, 159 now survive past 30 days, and this week's +37 new winners against just 13 retirements means the winning set is expanding, not shrinking. Product showcase has taken the lead at 35 ads (33 creatives, ~22s dco, zero people on camera), overtaking sugar comparison (25) as the account's default watch experience.

Runna

Health & Fitness · by Strava Inc.

1127 active ads longest 194d

Runna's biggest angle, app feature showcase (100 ads, 46 creatives), is the one place with zero humans: a ~12s image ad of pure product and app-screen footage, even though 68% of the account's tagged creatives put a presenter on camera, mostly female 25-34 talent (71 of the casted spots). Complete Beginner Racer leads persona coverage at 148 ads, Injury-Aware Longevity Runner trails at just 6, across 353 x-rayed creatives.

Cal AI

Health & Fitness · by Viral Development LLC

825 active ads longest 154d ~$2M/mo rev 700K dl/mo

324 of 685 active ads still open with the identical 'AI can now count your calories, just from a photo' line, and the winning set has grown to 348 x-rayed survivors, the longest holding 111 days. Young Man Building a Visible Physique now claims 172 of those ads while GLP-1 User Protecting Her Results holds just 8, and 130 free-trial billing complaints remain unmentioned across all 8 scripts.

Noom Weight Loss, Food Tracker

Health & Fitness · by Noom, Inc.

706 active ads longest 543d

Noom's winning set shrank to 271 ads (35 retired since July 27, 14 new joined), and the top angle is now menopause reset timeline at 46 ads: a silent ~7-second video with zero on-camera talent. Yet the x-ray's most-cast face is still female 25-34 (23 castings) versus just 8 for female 45-54, the exact demographic that angle targets, and one ad in the set has run 501 days.

Foodvisor

Health & Fitness · by Foodvisor

506 active ads longest 159d

This week alone, 20 winning ads retired while only 7 replaced them, shrinking the survivor set from 48 to 35, and the top angle has sharpened from a generic mascot into an explicit Duolingo comparison: 8 ads, ~8 seconds, zero people, just app footage. Two duplicated scripts (French 21 ads, German twin 10 ads) still carry 31 of those 35 survivors.

Strava

Health & Fitness · by Strava Inc.

217 active ads longest 68d

Strava's winning set shrank to 35 ads out of 239 active, down hard after 44 ads retired since July 27 against just 6 new winners. The formula hasn't moved though: adventure discovery still opens on a female 25-34 presenter talking to camera for about 6 seconds, the same hook behind the 77-day longest survivor, 'You could be here.'

The Tapping Solution

Health & Fitness · by The Tapping Solution, LLC

64 active ads longest 77d

The entire winning set flipped this week: all 7 survivors are new (+7 new winners, 0 retired since 2026-07-27), and the previous 92-day champion is gone, longest-running is now just 35 days. All 7 ads sit unclassified by angle, and all six buyer personas read zero, this account restarted with a blank map.

Calorie Counter +

Health & Fitness · by Nutratech Ltd

48 active ads longest 48d

Calorie Counter +'s winning set saw its biggest churn yet this week: +7 new winners joined while 5 retired since 2026-07-27, pushing survivors to 18 even as total active ads fell from 198 to 154. The scale-hassle opener 'Tired of weighing every single meal?' still anchors 9 of those 18 ads, its longest survivor now running 63 days, up from 55.

FitHub

Health & Fitness · by MWM

35 active ads longest 56d

This week FitHub's winning set churned hard: +9 new winners in, 12 retired since 2026-07-27, netting 20 of 36 active ads. The account's oldest ad now runs 179 days, and Diet-Specific Ingredient Shopper coverage jumped to 9 ads, yet Fitness Goal Tracker still sits at 0 across all 20 x-rayed creatives.

AllTrails

Health & Fitness · by AllTrails, Inc.

30 active ads longest 40d

Of 153 active AllTrails ads, only 24 unique primary texts carry the whole account, and one offline-maps line alone spans 8 ads. The proven formula is a ~12-second video with zero people on screen, just app footage: offline capability's signature execution, running 17 ads deep across 15 creatives. Meanwhile Offline-ready park tripper has quietly overtaken Seasonal trail seeker as the largest persona, 21 ads to 20.