Custom product pages for fitness apps

Which pages can a fitness app make?

One per goal, and one per kind of person. Someone who searches for a workout they can do in a small flat wants something different from someone training for a first race, yet both land on the same default page today. A custom product page lets each of them see screenshots, app previews and promotional text made for them, and a page can be given its own keywords so it appears in search for those words instead of your default page.1 For the wider picture, see the complete guide to custom product pages.

Here is how that might look for Fernrun, a made-up app with running plans, strength workouts and a food log:

The searches are examples of the kinds of words people use, not measured volumes. Your own keyword field and ad reports say which ones you actually appear for.

What do the top 100 Health & Fitness apps lead with?

The most common lead is a feature, in 48% of their first screenshots. We read every screenshot of the top 100 free Health & Fitness apps on the US App Store on October 9, 2026, 574 in all, and counted the first of each set, the one people see first. The full set, app by app, is on the Health & Fitness page of the App Screenshot Index.

The shares do not add up to 100: a headline can do two of these at once, and some do none (a slogan, a single word, the app’s name). Headlines are quoted as the apps wrote them, without saying whose they are.

Two numbers stand out for a fitness app. 0% of the leaders’ first screenshots lead with who the app is for, and 2% with a problem. A page for runners over 50 or for people with ten minutes a day is free to say so in its headline, and in this category it will look unlike the screenshots next to it.

These numbers describe what leading apps do, not what causes installs. A top app ranks for its brand, its budget and its age as much as for its screenshots, so read the table as the conventions your page will sit beside in search, and decide whether to match them or stand apart.

What goes in the first screenshot of each page?

The screen that answers the search, with a headline in the searcher’s words. People see the first screenshots before they read anything else, so each page should open on the one thing its visitor came for:

1. Open on the workout or plan, not the dashboard.For “home workout”, the session list with its length and equipment. For “start running”, the first week of the plan. A generic activity ring belongs on the default page.
2. Put the goal in the headline.“20-minute workouts, no equipment” tells a searcher they are in the right place. “Your fitness journey” could be any app.
3. Name the person when the page is for one.A page for beginners or for over-50s can say so. That is the lead the top apps rarely use.
4. Show realistic numbers.A beginner page with a 10K personal best on screen tells beginners it is not for them. Use made-up data a beginner would recognise.
5. Keep the rest of the set on the same goal.Screenshots two to four prove the first: the plan’s progress, a finished session, the reminder that keeps you going.

How to word the headline itself is in writing screenshot headlines for custom product pages.

What will App Review look at?

Every custom product page is submitted for review and must follow the App Review Guidelines, so a health claim on a page is read as closely as one on your default page.1 Four rules matter most here:

• Health measurements need proof. Apple requires apps to disclose data and methodology for accuracy claims about health measurements, and does not permit apps that claim to measure blood pressure, body temperature, blood glucose or blood oxygen using only the device’s sensors.2 A page leading with “Check your blood pressure” invites that question.
• No promised results. Marketing content or services an app does not actually offer is grounds for removal.3 “Lose 10 pounds in 2 weeks” is a result, not a feature. Show the plan.
• Say what is paid. If a featured plan or workout needs a subscription, Apple asks that screenshots and previews clearly indicate it.4
• Use made-up people. You must hold the rights to everything in your screenshots and should show fictional account information instead of a real person’s data.5 That covers a coach’s photo, a member’s weight history and a friend list.

If a page does come back, what to do when a custom product page is rejected walks through the fix.

How many pages should you start with?

Start with the searches you already get traffic from. Look at the keywords you already appear for and any Apple Ads ad groups you run, group them by goal, and make a page for the group with the most people behind it. Then add the next. A page nobody reaches does nothing, so a goal you like but nobody searches for waits. How many custom product pages you need has the method in full.

How do you know a page works?

App Analytics reports each custom product page’s product page views, downloads and conversion rate, so you can set a page beside your default page.6 A page’s data appears once it has at least five first-time downloads, which means the pages with the most traffic behind them are the first you can judge.6 Compare like with like: a page reached from search against your default page in search, for the same weeks. The steps are in how to measure custom product pages.