myfitnesspal.com
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MyFitnessPal: The 9M Visit Behemoth
How a 2005 calorie counter became a data empire
Before the fitness wearables and AI coaches, there was a simple spreadsheet. MyFitnessPal didn't invent calorie counting, but it weaponized it—turning a solitary act of data entry into a social, addictive habit. Today, it's the undisputed king of nutrition tracking, a $42M revenue engine built on the back of 9 million monthly visitors entering their food data.
"MyFitnessPal isn't a fitness app; it's a data entry habit with a community layer."
The Network Effect of Food Logging
With 69% of traffic coming directly to the site, MyFitnessPal has achieved the holy grail of product retention: habit formation. Users don't find MyFitnessPal via SEO; they return to it like checking email. The 2.04 million backlinks and high domain authority mean it dominates search for terms like 'bmr calculator' (94K monthly searches), but the real moat is the user's stored data. Once you've logged 300 meals, switching costs are psychological and practical.
The Freemium Trap & Revenue Pivot
MyFitnessPal's growth story is a case study in monetization evolution. Originally a pure-play calorie counter, it was acquired by Under Armour in 2015 for $475M, then sold to private equity in 2020 for $345M. The revenue model shifted from ads to premium subscriptions (MyFitnessPal Premium). With 272 employees and $42.4M in revenue, the math suggests a high-value user base. They've successfully upsold the 'why' (macros, fasting, insights) to users who came for the 'what' (logging calories).
The tech stack tells a story of modern web development. They use Tailwind CSS and Vite for rapid iteration, PWA (Progressive Web App) technology for mobile-like experiences in browsers, and Google Tag Manager for granular analytics. This isn't a legacy system; it's a scalable, modern stack designed to handle millions of concurrent loggers without friction.
- Dominates the 'BMR Calculator' keyword (94K monthly searches), capturing high-intent health traffic.
- 69% direct traffic indicates a brand that lives in the user's daily routine, not just search results.
- Trustpilot score of 4.4 with 9,600+ reviews proves user satisfaction despite a crowded market.
- Social presence is omnichannel (TikTok to LinkedIn), targeting both Gen Z and professionals.
The Data Moat is Real
With 9M monthly visits and 2M backlinks, they own the nutrition logging category.
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Calorie Tracker & BMR Calculator to Reach Your Goals | MyFitnessPal
Reach your health, fitness & weight goals with MyFitnessPal, the #1 nutrition tracking app. Macro & calorie calculator, food tracker, and fasting app in one. Download today!
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Reviews (20)
Use this app daily
Use this app daily
Keeps me on track and provides valuable…
Keeps me on track and provides valuable nutrition content.
Be Consistent!
The more I use it, the better it gets. Great way to keep on track with a healthy lifestyle.
I have used this app for 13 years and…
I have used this app for 13 years and love it. Easy to access, add foods and keep me accountable.
Thank you so much for your review! It truly brightens our day to know you're enjoying MyFitnessPal. Your feedback motivates our entire team. Keep crushing those goals!
It is a brilliant app
It is a brilliant app. Easy to use, gives me all the details l require and ensures l keep my fitness regime going, whilst ensuring l don't overeat.
We're so grateful for your fantastic 5-star review! Knowing you're enjoying MyFitnessPal truly brightens our day. Your support keeps us passionate about creating the best experience!
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About myfitnesspal.com
Reach your health, fitness & weight goals with MyFitnessPal, the #1 nutrition tracking app. Macro & calorie calculator, food tracker, and fasting app in one. Download today!
Company Overview
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Technology Stack
myfitnesspal.com uses 13 technologies across their website including Cloudflare, Datadog RUM, Google Tag Manager, Lazy Loading, and more.
Cloud & Hosting
Cloudflare
Analytics & Marketing
Datadog RUM, Google Tag Manager
Performance
Lazy Loading
Web Standards
Twitter Cards, Open Graph, PWA
Build Tools
Vite
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Ant Design, Material UI
Traffic & Audience
myfitnesspal.com receives approximately 9.0M monthly visitors and ranks #5,180 globally. The website has a bounce rate of 31% with visitors viewing an average of 6.3 pages per visit. Users spend an average of 3:51 on the site.
The majority of myfitnesspal.com's traffic comes from undefined, undefined, .
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