Industry Report: Fitness & Nutrition

We have designed a dashboard for you to better understand the state of influencer marketing in the fitness and sports nutrition industry. Discover how fitness brands can leverage influencers on Instagram, YouTube, Facebook, TikTok & blogs. Get data on the average engagement rate, audience demographic statistics and top performing hashtags.

A representative sample of 1,000 fitness influencers working on Instagram, YouTube, Facebook, TikTok and blogs were analyzed for this study based on data collected between January – December 2020. Our experts have analyzed sponsored influencer posts and identified collaborations with over 100 fitness apparel and nutrition brands giving insights into the performance of influencer marketing in the fitness industry.

This report is powered by Upfluence software, which has a database of more than 4 million influencers.

The Fitness & Nutrition Industry

The fitness apparel industry has historically been dominated by big players such as Nike and Adidas. According to Statista they generated a combined revene of $64 billion dollars in 2018/19. But they are being challenged by newer brands such as Gymshark and Alo Yoga, that cater to different niches in the market. In 2020, these brands saw increased growth spurred by the confinement measures in the US. The US sales for Gymshark products grew by 150% year-on-year in July and August 2020, and Alo Yoga was named as the fastest-growing sportswear brand according to Heuritech. This surely signifies a shift towards D2C apparel brands, who understand the changing demographics of the fitness industry consumers. Fitness apps and wearbale tech are most popular amongst women and MilleninalsThe growing interest in health and fitness has also boosted the sports nutriton industry, expected to be valued at US$ 60.13 Billion by 2026

Number of fitness influencers across platforms

Instagram and YouTube are the most popular platforms with fitness influencers

Top 5 most common platform combinations.  

Average number of followers

Fitness influencers on YouTube have the biggest number of followers on average.  

Average engagements across platforms

Fitness influencers on TikTok have the highest engagement rates overall.   

TikTok and Instagram are the social platforms where fitness influencers generate the most engagements. 

Instagram audience

Gender split 

Age break-down

Top 5 countries 

Instagram engagements

Average engagement rate by influencer type. Alcohol micro-influencers report the highest engagement rates. 

Micro: > 15K followers
Regular: 15K – 50K followers
Rising: 50K – 100K followers
Mid-size: 100K – 1M followers
Mega: > 1M followers

Average engagement rate by Influencer age

Average engagement rate by Influencer gender

Number of engagements on sponsored posts by brand niche

Number of sponsored posts 

YouTube views

Macro & Mega alcohol influencers generate the most views for their content on YouTube. 

Micro: > 15K followers
Regular: 15K – 50K followers
Rising: 50K – 100K followers
Mid-size: 100K – 500K followers
Macro: 500K – 1M followers
Mega: > 1M followers

Average views by age range

Average views by gender

YouTube views on sponsored posts by brand type

TikTok likes

Average views by age range

Micro: > 15K followers
Regular: 15K – 50K followers
Rising: 50K – 100K followers
Mid-size: 100K – 500K followers
Macro: 500K – 1M followers
Mega: > 1M followers

Average views by gender

Top hashtags across platforms

Top 30 Instagram hashtags

Top 28 YouTube hashtags

Top 29 TikTok hashtags

Some Top Performing Influencers for You

@whitneyysimmons

  • 76% audience is female
  • 3.2M followers on Instagram
  • 113K average likes

@jimstopanni

  • 76% audience is male
  • 367K followers on Instagram
  • 72% audience in US

@blogilates

  • 2.3M followers on TikTok
  • 63K average likes
  • 96% audiene is real

 @jeremyethier

  • 3.1M subscribers on YouTube
  • 342K average views
  • 43% audience in the US

@hannaoeberg

  • 2M followers on Instagram
  • Post effectiveness 98%
  • 54K average likes

@pamelareif

  • 5.4M followers on YouTube
  • 1.8M average views
  • 89% audience is female

More content for Fitness & Nutrition brands

We publish content that will help you design influencer marketing strategies, run better campaigns and get inspiration from the best in the industry. Have a look at our recent posts or visit our blog for more!