Market data points to femtech’s evolution beyond fertility apps, creating new openings for fitness brands, wearable makers and hospitality players to embrace women’s health
It’s hard to avoid a conversation about women’s health these days, as if decades of neglect are now being repaid all at once.
Hormonal health, fertility, perimenopause and menopause are increasingly shaping marketing efforts, wearables and health platforms, moving beyond once taboo topics. In LinkedIn News’ annual “Big Ideas” roundup, Melinda French Gates named women’s health one of the defining trends for 2026, pointing to renewed investment, research and technological progress.
That growing visibility is now translating into real market power.
According to a new market report from Astute Analytica, the global femtech market is projected to grow from $63 billion in 2025 to nearly $267 billion by 2035, reflecting a compound annual growth rate of more than 15%. North America accounted for roughly 38% of the global femtech market in 2024, driven overwhelmingly by the U.S.
Here’s what’s driving the growth, where it’s showing up most and how fitness brands are responding.
The Care Gap
While the topline numbers are striking, the more consequential takeaway lies beneath them: femtech’s growth is being driven by unmet clinical needs rather than marketing alone, with menopause and midlife health emerging as the sector’s most aggressive growth spaces.
Astute Analytica estimates that 75% of women seeking menopause care currently receive no treatment, while roughly 80% of OB-GYNs lack formal menopause training, which has coincided with the growth of femtech platforms focused on hormonal health and longevity.
And for many women, the knowledge gap remains just as stark, as three in four say they’ve never received any education on the transition, while 80% report feeling unprepared, according to a recent report from vaginal probiotic brand O Positiv Health.
Platforms are responding. Weight Watchers has made a decisive move into menopause care, tapping Queen Latifah as the face of a new program spanning perimenopause through postmenopause. Telehealth giant Hims & Hers announced last fall that it would enter the perimenopause and menopause space with a line of personalized treatment plans on the Hers side of the platform.
Wearables Enter the Conversation
Astute Analytica also highlights how the rise of advanced wearables, such as smart ring maker Oura, is reinforcing the equipment segment, which now commands roughly 45% of the femtech market.
The wearable shift continues to accelerate. IdentifyHer’s new AI-powered wearable, Peri, is meant to track and decode perimenopause symptoms in real time. Ultrahuman, meanwhile, has partnered with Clue, a women-led cycle-tracking app, to link biomarker data from its Ring Air with cycle insights.
Demand for non-invasive solutions addressing conditions such as endometriosis pain and fertility challenges is also expected to drive interest in premium, at-home devices.
The space has also attracted notable advocates, including professional soccer player Ali Riley, who partnered with at-home hormone tracking company Mira to bring greater visibility to reproductive health.
Although perimenopause and menopause may be dominating headlines at the moment, Astute Analytica emphasizes that pregnancy and nursing remain a cornerstone of the femtech market, accounting for roughly 31% of total share.
That demand has helped turn products such as smart wearable breast pumps and remote fetal heart rate monitors into essential care tools rather than luxury add-ons. It’s also influenced wearables. In addition to the rollout of its first-ever perimenopause feature last year, Oura added a Pregnancy Insights feature.
Capital Flows as Valuations Surge
Perhaps most telling is investor sentiment. Astute Analytica also points to what it describes as a “historic valuation surge” across the femtech market.
In October 2024, telehealth platform Maven Clinic secured $125 million in Series F funding, pushing its valuation to $1.7 billion. Women’s health app Flo Health followed with a $200 million Series C round in July 2024, becoming the first European femtech unicorn with a valuation exceeding $1 billion.
Midi Health closed a $63 million Series B round in 2024 to scale operations, followed by an additional $50 million raise backed by celebrity investors. Last month, New Jersey-based venture capital firm FemHealth Ventures, which invests in women’s health tech, closed its second fund at $65 million.
Already this year, capital has continued to pour in. Pomelo Care, a virtual care clinic, raised $92 million in Series C funding at a $1.7 billion valuation. Pomelo plans to use the funding to expand its maternity care model and expand into reproductive care, pediatrics and menopause.
And while menopause-focused platforms may appear plentiful, the report makes clear that demand remains far from saturated, as women over 40 have emerged as a primary revenue driver.
Fitness & Hospitality Brands See Opportunity
Fitness and hospitality brands have already begun experimenting with programming and partnerships designed to meet women at different stages of life.
Boutique fitness brands Club Pilates and Pure Barre partnered with Midi Health to offer studio members education, events and resources focused on hormone health, menopause management and aging well. Jazzercise launched a new HIIT and sculpt program to preserve and build muscle mass, revitalize bone growth and improve mobility.
Equinox has also formalized its approach. The luxury operator recently launched a Women’s Health and Performance Initiative that combines training, diagnostics and wearable data.
Connected fitness giant Peloton entered the menopause conversation by partnering with Respin Health, founded by Halle Berry, to co-launch a large-scale study examining how targeted exercise can improve menopause-related symptoms.
Even weighted vests are getting an overhaul, with female-first designs from brands such as The Carry emerging as women drive growth in strength and load-bearing training.
Menopause care is even making its way into wellness travel, with The Retreat Costa Rica launching “The Big M,” a weeklong program combining hormone-focused nutrition, strength training, spa therapies and education for women navigating midlife transitions.
Elsewhere in hospitality, Equinox Hotels partnered with actress Naomi Watts’ pro-aging beauty and wellness brand Stripes Beauty for a spa treatment circuit, curated in-room offerings and retail products addressing perimenopause and menopause. Canyon Ranch, meanwhile, has added midlife retreats to its programming.
