Circana Sees Fitness Trackers Surging 88 Percent YTD

September 19, 2025

U.S. retail sales revenue of fitness tracking devices vaulted 88 percent during the first seven months of 2025 as explosive growth in smart rings offset declines in wrist-worn fitness trackers, according to recent retail tracking data from Circana, LLC.

More than 1.3 million fitness tracker devices were purchased during the period. Circana said new form factors, specifically smart rings, are providing consumers with new ways to track their health.

According to the latest Future of Consumer Technology report, sales revenue from health and fitness trackers is forecast to grow 13 percent by the end of 2025. Unit sales of traditional wrist-worn fitness trackers declined 6 percent year to date. By comparison, smart ring unit volume has grown 195 percent versus a year ago, with average selling prices nearly four times the price of wrist-worn devices. Year-to-date U.S. smart ring revenue totals $217 million.

Smart rings accounted for 75 percent of total fitness tracker revenue this year, an increase from just 46 percent a year ago. According to Circana’s latest Connected Intelligence Wearables Ownership Report, U.S. consumers age 34 and under are nearly twice as likely than the average consumer to own a smart ring. Outside of smart rings, both the demand for and spending on wearable fitness device accessories have also grown significantly, up nearly 50 percent so far this year. SGB