Apple Watch users maintain fitness goals past ‘Quitter’s Day’ says research
Owners are significantly more likely to sustain their New Year fitness resolutions well into the spring, according to a major study released as the tech giant expands its health and fitness services.
An analysis of the Apple Heart and Movement Study, conducted with Brigham and Women’s Hospital and the American Heart Association, found that users who wear the device tend to defy the mid-January slump known as "Quitter’s Day".
The research, which tracked approximately 100,000 participants over several years, revealed that more than 60 per cent increased their daily exercise by at least 10 per cent during the first fortnight of January.
Notably, nearly 80 per cent of those users maintained that increased activity level throughout the rest of the month, with 90 per cent of that group remaining active through February and March.
The findings come as Apple launches a series of updates to its Fitness+ subscription service and introduces new challenges for its smartwatch users.
From January 5, the service will add four structured "multiweek" programs aimed at building consistency, including "Make Your Fitness Comeback" and a four-week yoga habit course.
The update also sees the return of the Artist Spotlight series, featuring workouts set to the music of KAROL G, with reggaeton star Bad Bunny joining the line-up on February 2.
The "Time to Walk" audio experience will return on January 19 with actor Penn Badgley, with Spice Girl Mel B and actress Michelle Monaghan scheduled to appear later this year.
In a first for the company, Apple is partnering with social fitness platform Strava for a "Quit Quitting" challenge. Users who log 12 workouts during January will earn a special digital badge within the Strava app.
Apple Watch owners can also earn the traditional "Ring in the New Year" limited-edition award by closing all three activity rings for seven consecutive days this month.
Fitness+ is currently available in 48 countries, priced at £9.99 per month or £79.99 annually in the UK.
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The latest hardware lineup includes the Apple Watch Series 11, starting at £369, the Apple Watch SE 3 from £219, and the rugged Apple Watch Ultra 3 from £749.
The company stated that newer models require an iPhone 11 or later running iOS 26, while the Fitness+ service remains compatible with older devices including the iPhone 8 and Apple Watch Series 3.
The Recap
- Apple updates Fitness+ with new programs and features.
- Study of about 100,000 participants showed January exercise increases.
- Ring award and Strava “Quit Quitting” challenge run in January.
