The Top Fitness Influencers of 2023

Did you know the market value of influencer marketing has more than doubled across the globe since 2019? It has climbed to $13.8 billion U.S. dollars after 2021.^[1]

In that market is the world of fitness influencers or “fitfluencers.” The fitness niche spans a wide range of interests and modalities across the globe. From dance and yoga to bodybuilding and whole-body wellness, there are influencers in every niche.

These content creators are a powerful tool to help fitness and nutrition brands get in front of more of the right people. They’ve collected an audience of people interested in fitness, wellness, body health, and exercise.

More importantly, they’ve built an audience that’s interested and invested in them as an influencer. Many listed here have partnered with protein supplement manufacturers, athletic wear brands, beauty, and skincare brands, as well as meal delivery services. This makes top fitness influencers a strong marketing channel for brands in this and adjacent niches.

Top Fitness Influencers You Need to Know

Some of these influencers have garnered some of their fame offline, while many have built an audience organically. We’ve collected a variety of talent, from models and trainers to competitive professionals and nutrition specialists. Check out these top fitness influencers!

Sommer Ray

Sommer is a former bodybuilder who has built her influencer empire with over 26 million Instagram followers. Today, her content is a blend of workouts, modeling, and lifestyle.  Instagram.

The global fitness and beauty icon has collaborated with several brands, including Imarais Beauty, Booty Bands, and PSD Underwear. She also has her own athleisure and swimwear line, @shopsommerray, and has been featured in major publications, including Maxim and Seventeen.

Source: @sommerray

Chloe Ting

Chloe is an enthusiastic fitness instructor who shares workout videos, healthy recipes, and fun workout-related content on her YouTube channel. In 2019, she earned the 2 million subscriber award from the platform, and today, Chloe has amassed over 23 million subscribers.

She also offers workout programs and has her own merch line. As a global fitness influencer, Chloe has partnered with several top brands, including a line of customized workout equipment with Walmart.

Source: Chloe Ting YouTube

Demi Dagby

Demi is a TikTok influencer with over 14 million followers on the platform, in addition to 417k subscribers on YouTube. She shares workout routines, tumbling adventures, and fitness tips all blended together with a comedic thread.

She has partnered with several brands, including Sand n’ Straw Farms, Tide, and the San Diego Padres, and was even at the Super Bowl, Heisman trophy in hand. Demi is the founder of her own fitness app, demi.

Source: Demi Bagby

Kayla Itsines

With over 14 million Instagram followers, Kayla has secured her place as one of the top fitness influencers across the globe. She is an Australian personal trainer, author, and entrepreneur who dominates a perfect blend of fitness and lifestyle.

Kayla has founded the popular Bikini Body Guide and has launched her own fitness app, Sweat, which emphasizes long-term fitness and weight loss for women. She has also worked with brand partners, including iFit.

Her content is a mix of healthy recipes, workout routines, and a fitness lifestyle.

Source: @kayla_itsines

Jen Selter

Jen Selter is a personal trainer on the FitPlan App and is considered one of the most popular fitness Instagrammers of our day. Her posts include yoga and fitness routines, feminine athletic wear, and healthy recipes that she shares with her 13.4 million followers.

She is the self-proclaimed “OG Influencer” and has partnered with several brands, including Completely Bare, BlendJet, and Alo Yoga.

Sources: @jenselter

Michelle Lewin

Michelle Lewin is a Venezuelan fitness influencer passionate about sharing effective workouts and healthy meals with her 15 million followers on Instagram. Her content is a curated blend of fitness education and lifestyle.

Michelle has also landed several brand partnerships, including One0one athletic wear, the Fitplan App, and Mealplan for Apple smartwatches.

Source: @michelle_lewin

Athlean-X

Jeff Cavaliere is the man behind the channel, Athlean-X. His science-backed and highly educational YouTube channel focuses on proper workout techniques and routine reviews. On YouTube, Jeff’s channel has over 12 million subscribers, and he has collected over 2 million on Instagram.

Source: YouTube

Ana Cheri

Ana Cheri is a health and fitness lifestyle influencer who also dabbles in acting and modeling. Her content masterfully blurs the line between fitness, beauty, and travel and is shared with over 12 million followers.

She’s partnered with brands such as Skii skincare and Tarte cosmetics which is proof of her versatility. Ana Cheri also has her own athletic wear, Cheri Fit.

Sources: @anacheri

Tammy Hembrow

Tammy Hembrow got her start in the fashion world as the face of Khloe Kardashian’s denim brand, Good America. Now, the fitness enthusiast has 15 million Instagram followers that enjoy a curated blend of lifestyle and fitness content.

She has also launched her fitness app, Tammy Hembrow Fitness, and is the founder of Saski Collection, an athletic apparel boutique. Tammy has collaborated with several mega brands, including Protein World, Walmart, and Teami Blends.

Source: @tammyhembrow

Anllela Sagra

Columbia fitness influencer Anllela is a bodybuilder, model, and online personal trainer. She shares a blend of lifestyle and fitness content with over 14 million followers on Instagram and just under 400k subscribers on YouTube. Anllela also has long-term brand partnerships with Bang energy drinks and 1UpNutrition.

Source: @anllela_sagra

Simeon Panda

Simeon is a Los Angeles-based fitness trainer and influencer with 8 million followers on Instagram and 2.6 million subscribers on YouTube. His content is a high-octane journey through workout routines, bodybuilding, and a smattering of family life.

He has landed several brand collaborations including InnoSupps, boohooMAN Activewear, and has launched his own successful merch and fitness gear line, Just Lift. He also offers personal training and custom routines.

Source: @simeonpanda

The Rybka Twins

Sam and Teagan Rybka are twins who are dance and acrobatic athletes from Australia. Together, they appeared on Australia’s Got Talent and made it all the way to the finals.

The twins have over 3 million followers across three separate profiles on Instagram, in addition to 13 million followers on TikTok and over 7.5 million subscribers on YouTube, making them well-saturated influencers.

They share a mix of dance and acrobatic routines as well as lifestyle content across all channels. Sam and Teagan have collaborated with other influencers in the cheer and dance worlds like Gabi Butler, Abby Lee Miller, and Jack Payne.

In addition to working with brand partners such as STAX and Function of Beauty, the pair has also authored a book, Twinning up, and have launched their own clothing and accessory line.

Source: Rybkatwinsofficial

Kai Greene

Kai Greene is a professional competition bodybuilder and fitness influencer from New York. His content focuses on precision workouts and body sculpting blended with inspirational encouragement, which he shares with over 7 million followers.

He has partnered with many brands, including Powertec Fitness equipment, RedCon1 Supplements, and Trifecta healthy meal delivery service.

Source: @Kaigreene

Maddie Lymburner

Also known as MadFit, Maddie is a successful fitness instructor who is well-known for creating low-impact workouts set to current hit music. Her 7 million YouTube subscribers are served yoga sessions and simple routines with little to no equipment required in her signature energetic style.

In 2021, Maddie launched The Mad Fit App. Inside, subscribers get access to a myriad of workout routines, nutritious recipes, and easy meal tracking. In addition to her own products, Maddie has also partnered with Lululemon.

Source: MadFit

Lazar Angelov

Originally from Bulgaria, Lazar is a former national basketball player and military man turned bodybuilder and fitness influencer. He shares muscle-building and workout content with over 6 million followers on Instagram.

Lazar launched his own line of supplements, Lazar Angelov Nutrition, and offers online personal training and custom fitness nutrition consulting.

Eva Andressa

@EvaAndressa is a Brazilian fitness model, bodybuilder, and global fitness influencer. She approaches fitness and body sculpting with a disciplined precision that is inspiring to more than 6 million Instagram followers.

Her content focuses on workout routines, toning, and modeling. Eva has worked with multiple brand partners such as Rock supplements, Nebbia, and ProSupps. She also has an OnlyFans account.

Source @evaandressa

Ulisses World

Mr. Ulisses is a 4-time title-winning professional bodybuilder who now runs his own fitness empire of 8 million on Instagram and over 2 million on TikTok. His content promotes hard work, dedication to the craft, muscle-building routines, and nutritious recipes.

He has a long-term brand partnership with BioTech USA as well as his own line of apparel, U Apparel World.

Source: @UlissesWorld

Nastya Nass

Nastya is a dancer and twerk instructor who tours the country giving twerk classes. She shares her fitness and dance content with over 7 million followers. Nastya developed her own line of athletic wear and merchandise at Nass Shop, as well as a lingerie line at Nass Lingerie. She also offers online programs for twerking and booty building.

Source: @Nastya_Nass_

Sergi Constance

Sergi isn’t just a fitness influencer. He also holds a Physical Education and Sports degree and shares workout tips and inspiration with his 5 million Instagram followers.

He has brand partnerships with Scitec Nutrition and owns Be Legend Essentials peanut butter as well as Be Legend athletic wear line.

Source: SergiConstance

Andrei Deiu

Andrei is a personal trainer, and fitness model turned influencer from the UK. He has competed in many fitness competitions, including Miami Pro, and placed first on multiple occasions.

The London-based trainer co-owns STRUT, an athleisure wear line for men, and offers custom training programs. Andrei has multiple brand partnerships including BooHooMan Active, and Evogen Nutrition and shares his content with 5.5 million followers.

Source: AndreiDeiu_

Sascha Fitness

Sascha is the former Miss International Venezuela and Miss Earth Venezuela. Since her pageant days, she has built a fitness and nutrition empire and is the author of two bestselling books and a complete supplement line.

She shares a blend of workout routines, nutritional information, and lifestyle content with 5 million Instagram followers and 1.6 million YouTube subscribers.

Source: SashaFitness

Lauren Drain Kagan

Lauren is the whole influencer package. She is a former registered nurse and certified physical therapist turned bikini pro and author. Her book, Banished, was about her experience in a religious cult that made it on the New York Times Best Seller List.

Today, Lauren has her own coaching, nutrition, and body shaping program, as well as a complete athletic wear line, Fit Angel. She shares workouts, photoshoots, and lifestyle content with her 4 million followers.

Source: LaurenDrainFit

Jeff Seid

Jeff is a fitness enthusiast and model based in LA, California. He’s been featured in the Adidas x Ivy Park apparel campaign. Jeff also has a long-standing collaboration with My Protein and has also worked with Vanquish fitness.

His content is primarily focused on his hard-won physique and workout routines which he shares with over 4 million followers. Several years ago, Jeff launched his own line of casual athletic wear, Seidwear, and he was recently featured in the Netflix show, The G Word.

Source:@jeff_seid

Bella Falconi

Bella is the total influencer package and has been online since 2012. The Brazilian nutritionist is also an author, fitness model, and personal trainer with over 4 million followers.

Her content is a balanced blend of nutrition, inspiration, fitness, sports, and lifestyle, and she has worked with multiple brands such as Bold Snacks, Fast Escova, Live!, and Vammo Beach Tennis gear.

Source: @bellafalconi

Antonie Lokhorst

Antonie is an online fitness coach with over 4 million followers and over 76 million likes. This fitness influencer is highly engaging and educational, sharing a mix of workouts, training tips, and lifestyle content.

In addition to offering fitness coaching, he has a brand partnership with My Protein as well as Vanquish Fitness.

Source: AntonieLokhurst

Julia Gilas

Julia is a fitness and bikini model as well as a personal trainer. She shares workout routines, tips, and many of her photoshoots with 4 million Instagram followers. Julia has partnered with several brands, including San protein supplements and Oats Overnight, and works closely with Show Up Fitness.

Massy Arias

Massy is a former competition bodybuilder turned fitness influencer, mother, health coach, and CEO of Tru Supplements. Her content focuses on workout precision and encouragement without forgetting body positivity.

She has been on the cover of Parents (Latina), Oxygen, Strong, Women’s Health, and several other magazines. Massy has also worked with several brand partners, including Target, Verizon, and Capital One.

Source: @massy.arias

Ross Dickerson

Ross is a high-octane bodybuilding influencer from the UK who focuses on precision muscle toning and shredding. He shares a mix of workout tips, inspiration, and client transformations from his personal training and coaching program. Ross also has a long-term brand partnership with Vanquish athletic wear.

Phil Heath

Phil Heath is an original bodybuilder. He won the US Mr. Olympia seven times and has since created a brand around himself that’s focused on weight training and mindset.

Mr. Universe’s content is a blend of motivation, fitness tips, workout routines, and mindset training. He has worked with several brand partners, including Flex Pro Meals, and has collaborated with other industry and entrepreneurial figures such as Ed Mylett and Jordan Belfort.

Source: philheath

Emily Skye

Emily Skye is an Australian fitness model and influencer from Queensland. Her 2.6 million Instagram influencers and her 60,000 YouTube subscribers enjoy her content that’s focused on health, fitness, and body confidence.

As a fitness trainer, she also offers a proprietary F.I.T. program that helps her clients reach their fitness goals. Emily blends lifestyle content throughout her feed and has worked with several brands, including GNC and Women’s Best, in addition to her own cosmetics line, James Cosmetics.

Source: @EmilySkyeFit

How “Fitfluencers” Can Boost Your Brand

The health and fitness space has seen massive growth over the last few years as the entire world was forced to refocus inward. Mental and physical fitness shot to the top of mind for more people than ever before. And nearly every influencer marketing agency saw a whole new generation of fitness influencers all across social media.

Whether you’re tightening up the tummy zone, building up your muscle mass, or you need to drop a hundred pounds, individual fitness is always a very personal journey. This is what makes fitness influencers so successful.

Sharing that personal journey is what creates an ideal platform for authentic storytelling. Those stories are what create genuine connections, and this is where influencers thrive! And that’s why you need one on your team!

The health and fitness space has an incredibly diverse offering of products and services. There are no “copy and paste” rules for every brand to follow. However, here are a few things to consider as you plan your campaign.

Influencer Marketing & Fitness: Home Workout

This niche would include yogis, bodybuilders, cardio junkies, and the stay at home parents that need flexibility. Brands in this market provide home workout gear, workout plans, and nutritional supplements, just to name a few.

Products one has to take or use for an extended period of time in order to see results require a long-term strategy for your campaign. There are no “magic pills” and most viewers being fed a line like that would be wary.

Influencers have to be careful how they approach their content for these types of products so their audience maintains trust in them as a reliable source.

With gear, simply showing how it works happens immediately but the results, what will get them to buy, will still take time. This is a great reason to play the long game and develop a strong relationship with your influencers.

Influencer Marketing Agency & Fitness: The Rise of Athleisure

Let’s face it. Athleisure is just regular clothes now. But they still appeal to a specific target of the market: fitness. They allow for a range of motion, comfort, breathability, support, and of course, style. (That said, all the things that make it perfect for working out make it just as desirable for daily living.)

Clothes are some of the easiest products to launch in an influencer campaign. There’s no lengthy before and after timeline and no daily supplement routine. Put them on, make them look good, and show them in lifestyle use.

An influencer marketing agency that backs an influencer comes with a full stack of marketing strategies to give your products the traction they deserve to achieve the results you need.

Influencer Marketing & The Fitness Space: Gear & Equipment

Social media influencers are uniquely placed to easily showcase fitness gear and equipment. How many times have you been to the gym, approached a piece of complex equipment and just simply walked away because you had no idea how to use it?

Showing, not just telling or explaining, how to use equipment helps users overcome gear fear and avoid injury with proper usage.

How To Choose Your Influencer

Professional influencers live on nearly every social platform available, but not everyone who jogs and takes good pictures is a match for your brand. Influencers shape viewers’ opinions about your brand, so choose carefully.

Explore their existing content to see if their vibe is a match for your target customer. Test their analytics and make sure engagement and reach metrics are not based on spammy likes and comments.

Think outside the box! Gender crossovers, variety of sizes, diverse ethnicity! Fitness influencers encompass a wide spectrum of niches:

• Athletics coaches
• Whole-body wellness physicians
• Personal trainers
• Local sports team athletes
• Fitness models
• Cheer and dance athletes
• Nutrition consultants
• Sports photographers

Any one of these influencers could match your product. Don’t pigeonhole your brand but rather look for anyone with a clear voice, extensive reach, and genuine engagement.

How To Plan Your Campaign

Here are the basics of fitness influencer marketing campaign planning:

• Always develop campaign goals and desired KPIs first
• Describe your target audience and the platforms they’re on
• Give your influencer a solid, thorough campaign brief, let them in
• Check out the competition
• Create a varied content strategy, mix it up
• Track, adjust, track, adjust

You don’t have to be Nike or Adidas to see the benefits of an influencer campaign. There is room for supplements and digestion aids, athleisure, beverages, remote workout platforms, gym equipment, cool-down gear, footwear, nutritional aids, and so much more! The possibilities are truly endless.

Leverage Top Fitness Influencers In Your Next Product Campaign

Influencer marketing is here to stay and, by all accounts, will continue to grow. With Millennials and GenZ beginning to take over the most significant share of the buying power, brands should place a stronger focus on connecting their products and services with viewers on social media.

Influencer Marketing for Fitness Industry Brands

Image: Kaycee from our Zumba campaign

The health and fitness space has seen massive growth over the last few years as the entire world was forced to refocus inward. Mental and physical fitness shot to the top of mind for more people than ever before. And nearly every influencer marketing agency saw a whole new generation of fitness influencers all across social media.

Whether social media users are tightening up the abs, building up muscle mass, or need to drop a hundred pounds, individual fitness is always a very personal journey. This is what makes fitness influencers so successful.

Sharing that personal journey is what creates an ideal platform for authentic storytelling. Those stories are what create genuine connections and this is where influencers thrive! And that’s why you need one on your team!

The health and fitness space has an incredibly diverse offering of products and services. There are no “copy and paste” rules for every brand to follow. However, here are a few things to consider as you plan your campaign.

Influencer Marketing & Fitness: Home Workout

This niche would include yogis, bodybuilders, cardio junkies, and the stay at home parents that need flexibility. Brands in this market provide home workout gear, workout plans, and nutritional supplements, just to name a few. Products one has to take or use for an extended period of time in order to see results require a long-term strategy for your campaign. There are no “magic pills” and most viewers being fed a line like that would be wary.

Influencers have to be careful how they approach their content for these types of products so their audience maintains trust in them as a reliable source.

With gear, simply showing how it works happens immediately but the results, what will get them to buy, will still take time. This is a great reason to play the long game and develop a strong relationship with fitness influencers.

Influencer Marketing Agency & Fitness: The Rise of Athleisure

Let’s face it, athleisure is just regular clothes now. But they still appeal to a specific target of the market: fitness. They allow for a range of motion, comfort, breathability, support, and of course, style. (That said, all the things that make it perfect for working out, make it just as desirable for daily living.)

Clothes are some of the easiest products to launch in an influencer campaign. There’s no lengthy before and after timeline and no daily supplement routine. Put them on, make them look good, show them in lifestyle use.

An influencer marketing agency that backs an influencer comes with a full stack of marketing strategy to give your products the traction they deserve to achieve the results a brand needs.

Influencer Marketing & The Fitness Space: Gear & Equipment

Social media influencers are uniquely placed to easily showcase fitness gear and equipment. Showing, not just telling or explaining, how to use equipment helps users overcome gear fear and avoid injury with proper usage.

How To Choose Your Influencer

Image: Charlize from our Zumba campaign

Professional influencers live on nearly every social platform available but not everyone who jogs and takes good pictures is a match for your brand. Influencers shape viewers’ opinions about your brand so choose carefully.

Explore their existing content to see if their vibe is a match for your target customer. Test their analytics and make sure engagement and reach metrics are not based on spammy likes and comments.

Think outside the box! Gender crossovers, variety of size, diverse ethnicity! Fitness influencers encompass a wide spectrum of niches:

• Athletics coaches
• Whole-body wellness physicians
• Personal trainers
• Local sports team athletes
• Fitness models
• Nutrition consultants
• Sports photographers

Any one of these influencers could match your product. Brands shouldn’t pigeonhole themselves but rather look for a fitness influencer with a clear voice, focused reach, and genuine engagement.

How To Plan Your Campaign

Here are the basics of fitness influencer marketing campaign planning:

• Always develop campaign goals and desired KPIs first
• Describe your target audience and the platforms they’re on
• Give your influencer a solid, thorough campaign brief, let them in
• Check out the competition
• Create a varied content strategy, mix it up
• Track, adjust, track, adjust

Influencer Marketing for the Fitness Industry

Brands don’t have to be Nike or Adidas to see the benefits from an influencer campaign. There is room for supplements and digestion aids, athleisure, beverages, remote workout platforms, gym equipment, cool-down gear, footwear, nutritional aids, and so much more. The possibilities are truly endless.

Source:

[1]https://www.statista.com/topics/2496/influence-marketing/#dossierKeyfigures