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

Hume Health

Health & Fitness · by FitTrack Inc

2451 active ads longest 163d

Hume Health's 599 surviving ads (of 2,451 active) are now led by price drop offer, 61 ads, a faceless ~42-second dco with zero humans on screen, even though 59% of the account's 345 x-rayed creatives put a presenter on camera. This week alone added 90 new winners and retired 90 since July 23, a near-total leaderboard turnover.

Ahead

Health & Fitness · by ahead solutions GmbH

1891 active ads longest 133d

Of 1891 active ads, just 135 survive past 30 days, and this week added zero new winners while four retired since 2026-07-23: the winning set is shrinking. Sugar problem callout is now the top angle (31 ads, dco, zero people on camera), edging out product showcase (28). Stress-Driven Emotional Eater sits at 0 ads despite anxiety management logging 30 review mentions.

Runna

Health & Fitness · by Strava Inc.

1497 active ads longest 219d

Runna's largest angle, value proposition (78 ads, 34 creatives), still skips people: a ~15s image ad of pure product and app-screen footage, while 67% of the account's ads put a presenter on camera, mostly female 25-34 talent (77 of 204 spots). Complete Beginner Racer remains best-served at 127 ads, versus 9 for Injury-Aware Longevity Runner across 400 x-rayed creatives.

Cal AI

Health & Fitness · by Viral Development LLC

530 active ads longest 104d ~$2M/mo rev 700K dl/mo

315 of 530 active ads still open with the identical photo-to-calorie line, and the winning set just handed Young Man Building a Visible Physique 171 of 339 x-rayed ads, up from 151 last cycle, while GLP-1 User Protecting Her Results crept to only 7. A 130-mention free-trial billing trap remains untouched by all 8 primary texts, even as 35 new winners launched this week.

Foodvisor

Health & Fitness · by Foodvisor

403 active ads longest 111d

The dominant angle isn't a face on camera: it's "cute companion," 16 of 48 winning ads running ~8-second, people-free product/app footage, against a 62% on-camera share everywhere else. The Habit Gamifier persona has grown to 16 ads and The App Comparison Shopper to 4, yet competitor comparison still pulls 25 of 500 review mentions against just 2 comparison hooks.

Strava

Health & Fitness · by Strava Inc.

261 active ads longest 104d

Strava's winning set hit 73 ads out of 261 active, plus 37 new winners this week, but the formula hasn't moved: adventure discovery (30 ads) still opens on a female 25-34 presenter talking to camera for about 6 seconds, the same hook behind the two longest survivors at 69-70 days. Meanwhile 83 reviews flag pricing and paywalls, unanswered by any ad.

Calorie Counter +

Health & Fitness · by Nutratech Ltd

198 active ads longest 55d

9 of Calorie Counter +'s 16 winning ads still open with a bare product screen, no human in sight, asking 'Tired of weighing every single meal?' in an 11-second clip. Active ads in the library jumped to 198, yet only 16 survive 30+ days, and the longest now runs 55 days, up from 52. This week added just +1 winner while 1 retired since 2026-07-23.

AllTrails

Health & Fitness · by AllTrails, Inc.

153 active ads longest 227d

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.

The Tapping Solution

Health & Fitness · by The Tapping Solution, LLC

47 active ads longest 92d

Out of 47 active Meta ads (43 x-rayed), just 6 survive past 30 days, and the longest-running creative, an educational-headline image titled "Heal Old Stress Loops," has held on for 92 days. Tapping testimonial video carries half the winning set (3 of 6 ads), always a woman 35-44 talking straight to camera for roughly 21 seconds, while Science-Minded Mental Health Seeker and Preventive Daily Practitioner sit at zero ads each.

FitHub

Health & Fitness · by MWM

37 active ads longest 172d

Of 37 active Meta ads, 23 have now cleared the 30-day winner bar, gaining 1 new survivor this week with 0 retired. The account's oldest ad, an apple-cake reveal, has run 172 days straight. Yet Fitness Goal Tracker still sits at 0 ads across 22 x-rayed creatives, even as Diet-Specific Ingredient Shopper doubled its coverage to 6.