U.S. retail sales revenue of fitness tracking devices surged 88 percent during the first seven months of 2025 as rapid growth in smart rings offset declines in wrist-worn fitness trackers, according to recent retail tracking data from Circana, LLC.

Over 1.3 million fitness tracker devices were sold during the period. Circana reports that new form factors, specifically smart rings, offer consumers innovative ways to monitor their health.

“Innovation is inspiring health-conscious consumers to spend on new fitness tracking technology and bolstering growth in the wearable technology market,” said Ben Arnold, executive director, industry analyst of Consumer Technology at Circana. “The small size and minimally intrusive nature of smart rings make them attractive alternatives to a smart watch or other wrist-worn fitness tracker. Though smart rings lack buttons or a display, they are adept at many wellness measures, including sleep quality and stress levels, as well as most of the typical activity measures like step counts and workout tracking.”

According to the latest “Future of Consumer Technology” report from Circana, sales revenue from health and fitness trackers is projected to increase by 13 percent by the end of 2025. Unit sales of traditional wrist-worn fitness trackers have dropped 6 percent year-to-date. In contrast, smart ring unit volume has surged 195 percent compared to a year ago, with average selling prices nearly four times that of wrist-worn devices. Year-to-date U.S. smart ring revenue totals $217 million.

Smart rings accounted for 75 percent of total fitness tracker revenue this year, up from 46 percent a year ago. According to Circana’s latest Connected Intelligence Wearables Ownership Report, U.S. consumers aged 34 and under are nearly twice as likely as the average consumer to own a smart ring. Outside of smart rings, both the demand for and spending on wearable fitness device accessories have also grown significantly, up nearly 50 percent so far this year.

Arnold added, “The recent spending on fitness tracking devices demonstrates the impact of targeted innovation on consumer purchase decisions. Even in an economic environment where consumers are value-conscious and looking for ways to cut costs, they are still willing to invest in the products that deliver benefits they are seeking — a different kind of value.”

Image courtesy Oura