Health and fitness e-commerce is a booming market in the United States. The US fitness, health, and gym club market generated a revenue of over $32B in 2020 (source: Statista) and experienced its first decline in close to a decade because of the Covid pandemic.
The projections for 2021, however, are optimistic, and 2022 is expected to be an excellent year for the health and fitness industry as America recovers from the side effects of the pandemic.
This article looks at the top 11 health, wellness, and fitness-based eCCommerce brands in the US based on size, revenue, and popularity.
Founder: Ray Faraee
Year Founded: 1996
Location: Moreno Valley, California, USA
iHerb's Monthly unique visitors: 5,277,796
iHerb's Order volume: 50,000+
iHerb's Web sales: $1B - $5B
iHerb is a US-based retailer of health, and wellness-based products. iHerb's eCommerce store sells supplements, sports nutrition products, beauty and wellness products, and so on—a total of close to 30,000 different items are listed on the store.
iHerb offers global delivery and sells to about a 150 different countries.
Founder: Charles Rudolph Walgreen
Year Founded: 1901
Location: Chicago, Illinois, USA
Walgreens' Monthly unique visitors: 4,886,472
Walgreens' Order volume: 50,000+
Walgreens' Web sales: $1B - $5B
Walgreens, based in the US, runs the second-largest pharmacy store chain after CVS Health. They had close to nine thousand drugstores towards the end of 2020 with a presence in all 50 states. Sales made via the website cross $1B every year.
Their e-commerce products include prescription drugs, health and wellness products like multivitamins, beauty products like skin and hair care, and also personal care items like razors.
Founder: Ryan DeLuca
Year Founded: 1999
Location: Boise, Idaho, USA
Bodybuilding.com's Monthly unique visitors: 1,678,488
Bodybuilding.com's Order volume: 50,000+
Bodybuilding.com's Web sales: $100M - $250M
Bodybuilding.com is a dietary, sports, and bodybuilding supplements retailer. Along with an e-commerce store, Bodybuilding.com also publishes editorial content about training plans, dietary tips, athlete interviews, bodybuilding competitions, etc., on the website.
Their e-commerce store lists a host of products, like supplements—whey protein, creatine, multi-vitamins, and also apparel and accessories like dumbbells, gym bags, scales, socks, and shoes.
Founder: Alon Matas, Danny Bragonier
Year Founded: 2013
Location: Mountain View, California, USA
BetterHelp's Monthly unique visitors: 1,803,289
BetterHelp's Order volume: 50,000+
BetterHelp's Web sales: $50M - $100M
BetterHelp, founded in 2013, is a web-based portal that connects patients to counsellors, therapists, and other mental health professionals. The platform works on a DTC model, where patients can get in touch with a professional directly through the platform via chat and a scheduled video call, phone call, or text.
They have over a hundred therapists listed on their platform for specialities ranging from stress, anxiety, and addictions, to relationship issues, sleeping disorders, and depression.
Founders: Doug Hirsch, Trevor Bezdek, and Scott Marlette
Year Founded: 2011
Location: Santa Monica, California, USA
GoodRx's Monthly unique visitors: 1,570,645
GoodRx's Order volume: 50,000+
GoodRx's Web sales: $10M - $25M
GoodRx is a US-based company that hosts a web and mobile-based telemedicine platform. The application allows users to find drug information, compare drug prices, and track drug price changes to find the lowest cost pharmacy for their prescription.
The platform earns through its membership program. Users who become members get discount coupons that can be redeemed at pharmacies across the US. According to GoodRx, they get close to 20 million visits a month, and the platform has saved consumers $35B to date.
Founders: James Park, and Eric Friedman
Year Founded: 2007
Location: San Francisco, California, USA
Fitbit's Monthly unique visitors: 2,379,047
Fitbit's Order volume: 50,000+
Fitbit's Web sales: $250M - $500M
Fitbit is an electronics and fitness brand that manufactures wearable products like smartwatches, pedometers, monitors, and other trackers. These products are used to track physical activity, heart rate, quality of sleep, and other similar health-related parameters.
Having sold over 120M devices, Fitbit was the fifth largest wearable technology company in terms of shipments in 2019. In 2021, Alphabet acquired Fitbit and is now a subsidiary of the parent company.
Founders: Donald Gary Young
Year Founded: 1993
Location: Lehi, Utah, USA
Young Living's Monthly unique visitors: 1,490,408
Young Living's Order volume: 10,000 - 50,000
Young Living's Web sales: $250M - $500M
Young Living is a US-based wellness and lifestyle product company. Their primary products are naturally derived essential oils, but the brand also sells other health, lifestyle and wellness products like supplements, diffusers, personal care items like toners, CBD oil, and lifestyle accessories like socks.
Young Living also has its own line of trademarked products that include essential oil blends. The brand sells through its eCommerce store and on-ground sales reps and distributors.
Founders: Wayne Gorsek
Year Founded: 1994
Location: Boca Raton, Florida, USA
Vitacost's Monthly unique visitors: 512,479
Vitacost's Order volume: 50,000+
Vitacost's Web sales: $1B - $5B
Vitacost is a US-based eCommerce brand that sells supplements, vitamins, and organic grocery products.
Their catalogue includes products such as vitamin supplements, food and beverages like nut butters and olive oils, fitness supplements like whey protein and pre-workouts, and herbs and botanical products like turmeric and aloe vera, among many others.
Vitacost was bought by Kruger in 2014 and is a subsidiary of the parent company.
Founder: Alex Grass
Year Founded: 1962
Location: Camp Hill, Pennsylvania, USA
Rite Aid's Monthly unique visitors: 456,982
Rite Aid's Order volume: 10,000 - 50,000
Rite Aid's Web sales: $250M - $500M
Rite Aid, founded in 1962, is a drugstore chain in America with headquarters in Pennsylvania. The brand has an online pharmacy that delivers prescription drugs, along with other products like beauty products, vitamins and supplements, groceries, eye care, personal care products, animal care products, and so on.
In 2020, Rite Aid was ranked 150 in the 2020 Fortune 500 list of the largest American corporations by total revenue.
Founders: Graham Stanton, Hisao Kushi, John Foley, Tom Cortese, and Yony Feng
Year Founded: 2012
Location: New York City, USA
Peloton's Monthly unique visitors: 572,798
Peloton's Order volume: 10,000 - 50,000
Based in New York, Peloton sells exercise equipment, media content, and fitness workout plans (membership-based) that are streamed through their web and mobile app.
Their primary physical products are exercise bikes, treadmills, and Guide—a digital media player that allows you to stream their workout videos directly on your TV. They also sell fitness accessories like dumbbells, shoes, heart rate monitors, and workout mats.
Peloton's revenue comes from its eCommerce store and its subscription-based plans.
Founder: David Stirling, Mark A. Wolfert, Corey B. Lindley, Dr. David K. Hill, Emily Wright, Gregory P. Cook, and Robert J. Young
Year Founded: 2008
Location: Pleasant Grove, Utah, USA
doTerra's Monthly unique visitors: 2,271,688
doTerra's Web sales: $500M - $1B
doTerra, established in 2008, is a US-based multi-level marketing company whose primary product range is essential oils, although they also sell personal care products, supplements, and wellness programs. doTerra's primary audience is everyday consumers and massage therapists.
doTerra sells single essential oils and also proprietary essential oil blends. They also have trademarked personal care products and supplements.
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