May 24, 2021
Femtech & Wellness Apps: How to Find Product-Market
Fit in a Pandemic
May 24, 2021
Case Study, Tech & Startups
“In the midst of every crisis lies great opportunity.” – A. Einstein
I’ll refrain from attempting to mask something as devastating as the coronavirus with a silver
lining. Nonetheless, there’s no denying that while the world goes bust there is one industry
that continues to boom: Tech.
Since the first half of 2020, health and fitness app downloads have soared, growing by a
whopping 46% worldwide.
In this Process Street post, I first discuss the pandemic’s influence on the femtech and
wellness app industries. After that, I feature an interview with Hélène Guillaume, founder of
a femtech platform (Wild.AI), and Reeva Misra, the founder of a wellness app (Walking on
Wild.AI is a fitness platform that empowers female athletes by providing AI-powered
personal trainers that adapt to the user’s needs. Walking on Earth is a wellness app and
platform that offers every user access to personalized coaches and treatment plans.
Let’s get started.
How it all comes together: The pandemic, wellness apps, & Femtech
Since the onslaught of the pandemic, there has been a surge in downloads of mobile apps.
App Annie found that in Q2 of 2020, consumers downloaded 35 billion new apps and mobile
app usage grew 40% year-over-year.
Lockdown measures continue to influence the type of apps downloaded. The most popular
apps offer some form of entertainment. These include social media apps like TikTok which
was downloaded 89 million times in 2020 (in the US), and streaming apps like Disney+ and
Wellness is another sector to have witnessed a significant increase in traffic. It is also one of
the topics of this blog post.
According to a report from Sensor Tower, the world’s 10 largest wellness apps saw a
combined 2 million more downloads in April 2020 (the height of the pandemic) compared to
January of the same year. And the total amount of downloads for A