Industry Report

Market Analysis Fitness Industry Report

By Editorial Staff

In the world of influencer marketing, there are plenty of categories that an individual influencer can fit into. Technology, fashion, and beauty – the list goes on and on. However, recently, “health and wellness” is quickly becoming a popular phrase online due to the influx of fitness influencers promoting healthy lifestyles on social media. With brands in the fitness industry increasingly catering to their consumers’ physical health through digital content, the fitness industry has an undeniable appeal and momentum among social media users.

Throughout 2020, the fitness industry has attracted a growing number of consumers and digital influencers, especially thanks to the countless rising fitness-related brands that have been popping up on the market. Whether it’s at-home fitness tips, fitness apps, meal plans, workout apparel, or gyms – there’s an influencer for pretty much everything in the fitness industry. As a result, online content creation surrounding the fitness industry has expanded dramatically. These changes have not only led to notable growth for leading fitness brands, but a growth in fitness influencer marketing strategies as well.

How Fitness Influencers Changed the Game in 2020

There’s been a growth in fitness content online more than ever before due to the 2020 pandemic. It reminded people of the reason why they admire their favorite fitness influencers in the first place: fitness influencers have made the fitness industry relatable. You don’t have to be a bodybuilder to enjoy fitness – fitness is achievable for anyone. With gyms closed, people were desperate to find a way to get their bodies moving. More importantly, they were looking for fitness creators that they admire to lead them in at-home workouts through video content.

As a result, many of the brands that have benefited the most from influencers shifting their fitness content to online-only are those that already catered to at-home workouts. For instance, Obé, which offers a monthly membership to access personal and group fitness classes, saw its influencer community expand 506% year-over-year in 2020.

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Fitness Brands and How They Benefit from Influencer Marketing

It doesn’t only apply to equipment, though, as athleisure brands have started to invest more of their marketing spend in influencer marketing. Brands like Set Active, for example, have launched killer influencer marketing strategies by implementing influencer gifting programs. To put it in perspective, let’s take the brand Gymshark for example. To get the brand off the ground, the CEO recruited social media stars to lay the foundations of the Gymshark community online. What started as gifting fitness influencers Gymshark apparel to promote the brand ended up attracting millions of consumers and reached a larger audience across social media. Thus, what came to be known as the ‘Gymshark Ambassador’ Program proved to be a highly effective strategy for the brand.

Fitness technology has also benefited, as fitness brands take steps to personalize their products, they look to influencers to spread the word. Many up-and-coming fitness device brands, which typically cater to at-home users, have boasted impressive growth due to their decision to stretch their influencer marketing spend. Two brands that are often mentioned in the same breath are Hyperice and Therabody, both of which expanded their influencer communities by 277% and 366%, respectively in 2020.

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Fitness Influencers to Follow

Now that you know how fitness influencers have turned to social media to promote fitness brands, it’s time to take a look at some of the top-performing fitness influencers across various platforms.

1. Tammy Hembrow



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A post shared by Tammy 🐚 (@tammyhembrow)

Tammy launched her personal brand on Instagram before the birth of her first son in 2015. With her account, Tammy has spent the last few years perfecting her workout techniques and nutrition programs to create her fitness app and brand. Now, she’s able to teach other women how to train for their goals so they can be stronger and healthier. 

2. Karena and Katrina (Tone It Up)

  • 790K subscribers

Tone It Up is a lifestyle community created by Karena and Katrina to empower others to live their healthiest and most confident life. From workouts to healthy and nutritious recipes, Tone It Up aims to provide beneficial tips and tricks for mind, body, and soul wellness.

3. Kayla Itsines



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A post shared by KAYLA ITSINES (@kayla_itsines)

Kayla Itsines is the co-creator of the Bikini Body Guides (BBG) and SWEAT. A fitness app. She’s been a personal trainer since 2008 has since educated and encouraged millions of women to improve their health and fitness. Her at-home workout content helps her viewers get stronger whether they are beginners or experienced athletes looking for a challenge.

4. Michelle Lewin



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A post shared by Michelle Lewin (@michelle_lewin)

Michelle Lewin is one of the biggest stars in the fitness industry, using the power of social media to reach an audience made up of users from all over the world. Part fitness model and part bodybuilder, Michelle has graced over 30 magazine covers and launched her own fitness app.

5. Chrissy King


Chrissy King is a writer, speaker, strength coach, and educator with a passion for creating a diverse and inclusive wellness industry.  She has been featured in SELF, SHAPE, Health, Cosmopolitan, BuzzFeed, Muscle and Fitness, and Livestrong, to speak about her passion for fitness and to empower individuals to open doors for people of all backgrounds in the fitness industry. 

6. Massy Arias



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A post shared by WWW.MASSYARIAS.COM (@massy.arias)

Massiel “Massy” Indhira Arias is a Certified Personal Trainer, formerly known as Mankofit, who is changing lives and inspiring a new generation of trainers. She sets the example for how adopting a healthy diet and active lifestyle can change lives mentally, physically, and spiritually. 

7. Cassey Ho



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A post shared by Cassey Ho (@blogilates)

Cassey Ho is an award-winning fitness instructor and CEO of POPFLEX, her activewear brand. She’s been teaching POP Pilates for over 14 years and has inspired millions of young women to get into the best shape of their lives through her YouTube videos and top-rated mobile app, BODY By Blogilates.

Cassey also shows up on another fitness top list. Check out her and other top fitness YouTubers here.

8. Jen Selter



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A post shared by Jen Selter (@jenselter)

Jen Selter is a popular Instagram fitness leader and content creator that has shared her fitness journey online for her audience. With her videos, she keeps her viewers updated on workout tips, motivational hacks, tricks, and more.

9. Simeon Panda



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A post shared by SIMEONPANDA.COM (@simeonpanda)

Simeon Panda is one of the most influential fitness professionals and entrepreneurs in the world. He is the owner of Just Lift. and has been featured on Forbes as one of the world’s top ten influencers for fitness. Other than creating content, Simeon has hosted seminars and workshops as well as judged fitness competitions around the world. 

10. Joe Wicks



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A post shared by Joe Wicks (@thebodycoach)

Joe Wicks runs The Body Coach TV on YouTube where he posts weekly home workouts to help his viewers get stronger, healthier, and happier. Based in the U.K., Joe has used his social media presence to become a widely-known fitness coach, television presenter, and author.

This article was written by Selena Ponton

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