Today we continue our look at Fitness Fanatics and explore the potential of influencer marketing as a strategy to target this audience.

There’s no shortage of influential personalities in health and fitness that provide inspiration for their followers, whether in the form of healthy recipes or workout videos to try.

Many sports and fitness brands have recognized the power of collaborating with these types of accounts to boost awareness of their brand and products, and ultimately, sales figures. Gymshark prides itself on its ‘Gymshark Athletes’ influencers, for example.

It’s an approach that makes sense for those targeting Fitness Fanatics as there’s a strong proportion who are following these kinds of influencer personalities on social media. 35% follow sports stars, for example, and they’re almost 50% more likely than the average internet user to follow the likes of bloggers (31%) and vloggers (23%).

When it comes to the effectiveness of this strategy, about a fifth of Fitness Fanatics say blogger posts and influencer endorsements are a key way they come across new brands. While on the surface these figures may seem low, a lot of brand awareness is likely to be subconscious and the indexes show the strength of this approach for a fitness audience.

Fitness Fanatics are defined as internet users aged 16-64 who exercise more than 4 times a week and say they have a strong interest in health and fitness.

fitness fanatics infographic


Written by

Katie is a Strategic Insights Manager at GWI. Moving to the company 4 years ago, Katie heads up the Strategic Insights team, overseeing the production of bespoke assets for clients. Katie also writes on GWI's blog, with a particular interest in social media and marketing.

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