Smartphones and tablets are slowly but steadily changing the way we look after 
our health and fitness. Today, many high quality mobile apps are available for 
users and health professionals and cover the whole health care chain, i.e. 
information collection, prevention, diagnosis, treatment and monitoring. Our 
team has developed a mobile health and fitness app called myFitnessCompanion® 
which has been available via Android market since February 2011. The objective 
of this paper is to share our experience with rolling out a mobile health and 
fitness app. We discuss the acceptance of health apps by end-users and 
healthcare industry. We discuss how mobile health apps will be distributed in 
the near future, the use of Personal Health Record (PHR) systems such as 
Microsoft HealthVault and the impact of regulations (FDA) on the future of 
mobile health apps. The paper is based on seven years of experience by the 
authors as mobile health and fitness application developers and we discuss the 
challenges and opportunities for app developers in the health industry.