EA says that EA Sports Active has an evenly split user base in terms of gender

“Although we focused our marketing campaign on women, EA Sports Active was designed to accommodate everyone and our consumer base reflects that.” – Monique Gomel, marketing director

I think that there’s no surprise that EA Sports Active was targeted at women. From the advertisements to the box art, every one featured a woman either playing the game or talking about it, but it doesn’t come as a surprise when you hear that userbase is split pretty evenly.