This study explores the adoption of health-related features in smartwatches, focusing on running enthusiasts. The research uses the Health Belief Model (HBM) framework to investigate the cognitive processes influencing decisions on integrating health-focused smartwatch functionalities. A survey was conducted with a diverse group of runners to gather quantitative data on usage patterns, perceived benefits, and barriers. The study empirically tests a model examining how health beliefs, information accuracy, and privacy concerns impact the perceived usefulness of smartwatches among 219 runners based in the Philippines. Findings emphasize the importance of addressing perceived threats, social influences, and user experience in promoting adoption. The key findings reveal that social dynamics, such as staying current with tech trends and positive peer interactions, significantly influence runners’ smartwatch adoption. Interestingly, perceived ease of use did not have a significant impact, challenging the Technology Acceptance Model (TAM) assumptions. Addressing security concerns and building trust can enhance adoption. Future research should explore factors like perceived usefulness and personal preferences to understand adoption behaviors better. Recommendations include clear communication about security, fostering supportive social environments, and enhancing interface design.