Digital 100 Health & Fitness Winner: Set for Set

A fitness, health, and supplementation company topped the list, followed by a superfood supplement brand

In the Similarweb Digital 100 category for health and fitness, the top spot went to Set for Set, a fitness education, equipment, and supplement retailer that provides users with inclusive options and custom suggestions. A one-stop shop for all things workout-related, Set for Set has exponentially gained traffic over the last 3 years with organic traffic leading its marketing channels and comprising 86% of its US traffic in 2022. Set for Set saw a 336% year-over-year increase in direct traffic and a 351% increase in organic search year over year.

Traffic to setforset.com increased 347.8% between 2021 and 2022, according to Similarweb estimates.

Nutrition & Fitness is one of 10 key categories that make up the annual Similarweb Digital 100 ranking of the fastest-growing companies on the web. The ranking is based on desktop and mobile web traffic from the United States (see also the reports for the U.K., Germany, France, and Japan, with one for Australia to follow.

Key takeaways

The Similarweb Digital 100 nutrition & fitness winners represent some of the most important and emerging themes in this industry:

• Subscription and membership health services prove their popularity. Whether it is a fitness program subscription, pre-workout/post-workout powders, health supplements, or health technology, subscription-based services paired with discounts seem to be the trend across the board. Nearly every company in the top 10 winners list provided their users with subscription-based options offering discounts and additional perks to loyal users.
• Tech and personalization in health and fitness have been an emerging trend this year, with companies like Nutrisense and SelfDecode making these technologies and health action items more accessible. For example, Nutrisense provides users with a glucose monitor to track real-time glucose, response to meals, physical activity, stress, and sleep amongst other things. The company pairs this data with personal dietitians to help users understand their health insights. Similarly, SelfDecode provides DNA test kits, analysis, and custom health regimens for users to understand their health insights and take action via personalized supplement formulas, and health regimen tools. Personalized fitness also emphasizes inclusivity – highlighted by Calibrate’s “metabolic approach to sustainable weight loss.”
• Vegan nutrition and holistic health also took center stage, with companies like Ancient Nutrition, Athletic Greens, and Kachava promoting a one-stop shop, of comprehensive nutrition supplements in addition to all vegan or inclusive vegan options. Vegan inclusivity is also seen in more workout-focused companies such as Set for Set, Alpha Lion, and Inno Supps leading to increased popularity in their products and vegan-specific product pages.

 The Digital 100 Health & Fitness Top 10

Industry Winners’ Growth Over The Last 3 Years

Marketing Channels

Direct traffic and organic search dominated as acquisition channels over the course of 2022, emphasizing the value of strong brand presence and messaging. While the gender distribution is quite balanced, the age distribution highlights the strength of 25-34 year olds and 35-44 year olds as the dominant groups in this industry.

More from the Digital 100

For more details, visit the Similarweb Insights blog for posts on individual categories. In addition, Similarweb is releasing studies for the U.K., Germany, France, Japan, and Australia.

Eligibility criteria: The rankings are based on industry categories Similarweb tracks on an ongoing basis, ranked based on year-over-year change in their total traffic for 2022 over 2021. To qualify for the U.S. ranking, a domain had to average at least 100,000 monthly views for 2022 and 50,000 for 2021. Domains that had no measurable traffic at the beginning of 2021 were also eliminated.

The Similarweb Insights & Communications team is available to pull additional or updated data on request for the news media (journalists are invited to write to press@similarweb.com). When citing our data, please reference Similarweb as the source and link back to the most relevant blog post or similarweb.com/blog/insights/.

Methodology

Disclaimer: All data, reports and other materials provided or made available by Similarweb are based on data obtained from third parties, including estimations and extrapolations based on such data. Similarweb shall not be responsible for the accuracy of the materials and shall have no liability for any decision by any third party based in whole or in part on the materials.

by David F. Carr

David covers social media, digital advertising, and generative AI. With a background in web trends since the 1990s, he’s also the author of "Social Collaboration for Dummies".