Fitness Brand Benchmarks: Conversion Rate, AOV, CAC and Churn

These numbers feed the decisions in our playbook on the best ecommerce platform for fitness brands. Use them to spot your weakest metric, then open the guide that fixes it.

The benchmarks at a glance

Every row shows who published the number, for which category, and how much you can trust it.

Which benchmark fits your brand

Polar Analytics has no "fitness" category1Polar Analytics, Ecommerce benchmarks, medians of 4,000+ Shopify brands, last updated August 25, 2026. Pick the category that sells like you, and say which one when you report.

How reliable are fitness benchmarks?

Not very, so read them with four questions.

• Who published it? Analytics tools and agencies publish benchmarks to sell a service. That does not make them wrong, but it shapes the sample.
• What is the sample? Polar states 4,000+ Shopify brands and uses medians1Polar Analytics, Ecommerce benchmarks, medians of 4,000+ Shopify brands, last updated August 25, 2026. Grips and Amp do not state their method2Grips Intelligence, Home fitness equipment, September 2026 figures, read November 2, 202610Amp, Health & Fitness eCommerce benchmarks, undated, read November 2, 2026.
• Which category? "Sports & Outdoor" includes camping and cycling. "Health & Wellness" includes vitamins. Neither is fitness alone.
• Is the number sourced at all? A 2026 fitness statistics article gives equipment conversion as "1.2–2.0%" and a 10% return rate without any source9Web Tonic, Fitness Shopify statistics, updated October 9, 2026. Do not plan on numbers like these.

Conversion rate: 1.5 to 3% depending on what you sell

The higher the ticket, the lower the conversion. Grips shows home fitness equipment at 1.5 to 2.0%, accessories at 2.0 to 2.5%, and nutrition at 2.5 to 3.0% (September 2026)2Grips Intelligence, Home fitness equipment, September 2026 figures, read November 2, 20263Grips Intelligence, Fitness equipment and accessories, September 2026 figures, read November 2, 20264Grips Intelligence, Fitness supplements and nutrition, September 2026 figures, read November 2, 2026.

Polar's medians tell the same story with a cleaner method: 2.25% in Sports & Outdoor against 2.74% in Health & Wellness1Polar Analytics, Ecommerce benchmarks, medians of 4,000+ Shopify brands, last updated August 25, 2026. The steps before purchase show where the gap comes from.

Polar Analytics medians, August 20261Polar Analytics, Ecommerce benchmarks, medians of 4,000+ Shopify brands, last updated August 25, 2026.

Fewer visitors add a rack to the cart than a tub of protein, and fewer of them finish. If your add-to-cart rate is fine but purchases are not, the problem is checkout, shipping cost or payment. See why your fitness brand gets traffic but no sales.

AOV: from under $100 to $400

Average order value depends on the product more than on the brand. Polar's medians are $138.48 for Sports & Outdoor and $66 for Health & Wellness1Polar Analytics, Ecommerce benchmarks, medians of 4,000+ Shopify brands, last updated August 25, 2026. Grips puts home fitness equipment at $300 to $400 and fitness supplements and nutrition at $0 to $1002Grips Intelligence, Home fitness equipment, September 2026 figures, read November 2, 20264Grips Intelligence, Fitness supplements and nutrition, September 2026 figures, read November 2, 2026.

Amp reports a $62 AOV for "Health & Fitness" stores, without a date or sample size10Amp, Health & Fitness eCommerce benchmarks, undated, read November 2, 2026. Use it only as a cross-check.

The levers differ by model: accessories on equipment orders, multi-tub bundles on nutrition. They are covered in how to increase AOV for a fitness brand and bundles and quantity breaks.

CAC and ROAS: cheaper to acquire for equipment, harder to pay back for nutrition

Polar's median CAC is $27.66 in Sports & Outdoor and $72.66 in Health & Wellness, with new-customer ROAS of 3.14x and 1.63x1Polar Analytics, Ecommerce benchmarks, medians of 4,000+ Shopify brands, last updated August 25, 2026. Amp reports a $33.95 blended new-customer CAC for Health & Fitness, undated10Amp, Health & Fitness eCommerce benchmarks, undated, read November 2, 2026.

• Equipment: a higher AOV pays for acquisition on the first order. Repeat purchase is rare, so the first order must be profitable.
• Sports nutrition: a lower first order and a higher CAC mean you pay back over the second and third orders.

That trade-off is worked through in LTV and CAC for a fitness brand.

Subscriptions and churn: no fitness-specific number you can trust

We found no published churn rate for protein or pre-workout subscriptions with a stated method. The closest reliable reference is Recurly's 4.25% median annual churn rate for ecommerce (July 2026 data), of which 2.87% voluntary and 1.38% involuntary6Recurly, Churn rate benchmarks, July 2026 data.

The involuntary part, failed payments, is often the easiest to recover. See failed payment recovery for fitness brands and subscriptions and churn.

How to calculate your own benchmarks

Your own numbers, measured the same way every month, are the only ones you can act on.

What to fix first

Start with the metric furthest below the range of your category.

High-ticket equipment also brings disputes that hurt more than a low conversion rate. The payment side is in fitness product payment processing.

How Tagada helps

The levers behind fitness conversion, AOV, CAC and churn, in one checkout

Tagada puts the levers behind these metrics in one checkout.

• Conversion and AOV: one-click upsells, order bumps and A/B tests, with Apple Pay and Google Pay.
• Churn: subscriptions with trials, billing cycles, retries and automatic recovery.
• CAC accuracy: server-side events to Meta, Google and TikTok.
• Fewer lost sales: routing across TagadaPay and processors such as Stripe, NMI and Airwallex, with one logic, and cascade to another processor when one is down or times out. TagadaPay reports a "+18% approval uplift."

Plans are on the pricing page. TagadaPay processing starts "From 2.9% + $0.29", with "No setup fees, no monthly minimums"; "High-risk verticals and edge cases are priced case by case." To take payments with TagadaPay, apply today: "Most merchants are live under 24 hours," according to TagadaPay.

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