Spotify Expands Into Fitness Content to Boost User Engagement

Spotify is expanding beyond music and podcasts by introducing a dedicated fitness category featuring guided workout sessions, according to Forbes.

The new offering is designed to increase user engagement by targeting the large portion of Spotify’s audience that regularly exercises. The company says around 70% of its users work out at least once a month, while more than 150 million fitness-focused playlists have already been created on the platform.

New Workout Library Launches

According to Forbes, Spotify’s fitness section will launch with approximately 1,400 workout episodes, alongside dozens of curated playlists created by well-known fitness instructors and wellness creators.

The lineup includes content from Yoga with Kassandra, Chloe Ting, Pilates Body by Raven, Sweaty Studio, Abi Mills Wellness and other creators. Most sessions will be available in English, with selected content also offered in Spanish and German.

The workouts will be accessible to both free and Premium users and can be downloaded for offline listening.

Wellness Becomes a Strategic Focus

Spotify says the expansion reflects its ambition to become more than an entertainment platform.

Roman Wasenmüller, Spotify’s Vice President and Global Head of Podcasts, said the company wants to position itself as a daily wellness companion, integrating fitness and wellbeing content into its growing audio and video ecosystem.

According to Forbes, the initiative also builds on the popularity of Spotify’s Prompted Playlist feature, where workout playlists are among the most frequently requested categories.

Competition With Apple Intensifies

The move places Spotify in more direct competition with Apple, whose ecosystem already includes dedicated music, podcast and fitness services.

Unlike Apple Fitness+, which is available only through a paid subscription, Spotify’s new workout content will be accessible to both free and paid users, potentially giving the streaming platform broader reach.

By expanding into fitness, Spotify is seeking to increase the amount of time users spend on the platform while strengthening its position in the rapidly growing digital wellness market.

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