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The use of mobile applications for sports and fitness is becoming increasingly widespread. This article describes the revenue models in this industry. A qualitative survey highlights the plurality of revenue models explored by the companies that produce these mobile apps. While detailing the commercial uses to which the data collected are put, it highlights the permanence of classic forms of monetization and internal uses of the data. Original forms of data use are emerging, starting with pooling between competitors, facilitated by the interoperability of their devices. The frequency of reversals in the use of data bears witness to the strategic trial and error typical of the exploratory phases of innovations. Finally, the market agencing at work is based on a particularity that has long been identified in digital services, but which has taken on new salience due to the porosity between the mobile applications for sports and fitness industry and the e-health industry. In both, user adherence is secured by way of a significant degree of vagueness around the price actually agreed to for using the services offered.