Apple Watch users are more likely to keep exercising past ‘Quitter’s Day’, study shows

Apple Watch

• Apple Watch users maintain increased activity levels well beyond January
• Apple launches new Fitness+ programs and challenges for habit building
• Strava partners with Apple for a "Quit Quitting" challenge in January

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Apple is positioning the Apple Watch as a central fitness companion for the new year, backed by fresh research and a wave of new Fitness+ content. According to a new analysis from the Apple Heart and Movement Study, Apple Watch users tend to increase their activity levels in January and, crucially, maintain them well beyond the point where most New Year resolutions fade.

The study analysed activity data from around 100,000 participants over four years and found a familiar seasonal pattern. Exercise levels typically dip during November and December, then rise sharply in January. What stood out, Apple says, is how long that momentum lasts. More than 60 percent of participants increased their daily exercise minutes by over 10 percent in the first two weeks of January, compared with their December average. Nearly 80 percent of those users maintained those higher levels through the second half of January, with the majority continuing into February and March.

That matters because mid-January is often dubbed Quitter’s Day, when fitness resolutions are most likely to be abandoned. Apple’s data suggests Apple Watch users are more likely to push through that slump, helped by daily activity tracking, reminders and goal setting.

To reinforce that behaviour, Apple is launching a set of limited-time challenges. Apple Watch users can earn a Ring in the New Year award by closing all three Activity rings for seven consecutive days in January. For the first time, Apple is also partnering with Strava on a dedicated “Quit Quitting” challenge. Users who log 12 workouts during January will earn a special Apple Watch badge inside the Strava app.

New workout program, music and more

On the content side, Apple Fitness+ is adding four new structured workout programs starting January 5. These multiweek plans are designed to remove decision fatigue and help users build habits. They range from a gentle return-to-fitness programme with short Strength, HIIT and Yoga sessions, to more focused plans like Strength Basics in 3 Weeks, aimed at beginners or those returning to weight training.

Yoga also gets renewed attention with a four-week habit-building programme offering short, complementary flows designed to fit alongside existing routines. For users looking for intensity, a Back-to-Back Strength and HIIT plan combines the two disciplines in consecutive sessions, three times a week.

Music and storytelling remain a key part of the Fitness+ pitch. The Artist Spotlight series adds new workouts featuring music from KAROL G, with Bad Bunny workouts arriving in February to coincide with the Apple Music Super Bowl LX Halftime Show. Time to Walk continues with new episodes featuring Penn Badgley, Mel B and Michelle Monaghan.

Apple is also leaning into ecosystem benefits. Fitness+ works across iPhone, iPad and Apple TV, with Apple Watch and AirPods enhancing the experience through on-screen metrics and immersive audio. Custom Plans allow users to tailor workouts around their schedule, preferences and fitness goals, while Strava subscribers can access Fitness+ trials and share workouts between platforms.