The Biggest UK 10 Fitness Influencers for Influencer Marketing

Finding the most famous UK fitness influencers: Our methodology

The Kolsquare database stores insights about influencers with a following on at least one of the popular platforms, such as Instagram, TikTok, YouTube, Facebook, X, or Snapchat.

The article's ranking is based on the information stored in our database. For each KOL, we provide you with essential influencer marketing data, including:

• Credibility score /100: Kolsquare's credibility score gives a percentage from 0 to 100 that indicates how authentic an influencer's audience is. The higher the number, the more real people are subscribed to their channel. Any number above 75 is very good.
• Engagement rate: This figure reveals how much sway the creator has over their audience. Engagement rates are calculated by analysing how many followers interact with posts through comments, shares, likes, etc.
• Earned media value (EMV): This helps you create a budget for your influencer partnership. It tells you how much the exposure gained from a key opinion leader (KOL) on each platform, such as TikTok or Instagram Reels, would have cost through traditional channels.

To identify influencers capable of launching powerful fitness campaigns in the United Kingdom, we selected those who have:

• At least 20% of their audience in the UK on one social media platform
• Credibility scores over 60%
• Interest in Sports & Fitness
• Used the hashtag #fitness over the past 12 months

This ensures that the influencers are in the right niche and have genuine audiences.

Who are the top 10 influencers? The best British fitness influencers for high-reach campaigns

Let's explore the most-followed fitness influencers in the UK.

1. Natalie Long: Running influencer on TikTok

• Interests: Family, Gaming, Sport & Fitness, Social

Followers:

• Instagram: 318,000
• TikTok: 1.1m
• YouTube: x
• Location: Kent, UK
• Location of the audience: UK (29%)
• Kolsquare Credibility Score: 83/100

Average engagement rate:

• Instagram Posts: 1.15% | Instagram Reels: 0.42%
• TikTok: 2.39%

Earned Media Value:

• Instagram Posts: €10,600
• Instagram Reels: €3,310
• Instagram Stories: €1,030
• TikTok: €45,600

Ultra runner Natalie Long goes by @nat_runs_ on social media. Most of her videos feature running challenges, and she often runs until she finds a specific thing. For example, her followers ask her to "Run until you see a dinosaur" or "Try running for a whole day."

Long has a positive personality and a long-time passion for running. She told Kent Online, "I love the community feel of running, and I think that's why TikTok and Instagram has made my passion for running grow even more."

Long has collaborated with brands such as Out N About, an all-terrain stroller designer, and sportswear companies JD Sports and Nike. She has a mixed audience, with 40% men and 60% women. Most are 18-34 years old.

2. Bethany Tomlinson: Women's gym influencer and the best on Instagram

• Interests: Sport & Fitness

Followers:

• Instagram: 1.14m
• TikTok: 193,000
• YouTube: 127,000
• Location: Telford, UK
• Location of the audience: UK (Instagram: 13.7%, TikTok: 41%)
• Kolsquare Credibility Score: 65/100

Average engagement rate:

• Instagram Posts: 7.87% | Instagram Reels: 3.11%
• TikTok: x

Earned Media Value:

• Instagram Posts: €110,00
• Instagram Reels: €53,900
• Instagram Stories: €2,440
• TikTok: x

Influencer Bethany Tomlinson began her fitness journey in her early 20s, planning to gain muscle with a fitness program. She believes that a good diet paired with exercise is the ticket to staying healthy and lean.

Tomlinson's content primarily centres around gym workouts, nutrition tips, and fitness challenges. She has worked with a range of brands, including creating an Instagram Reel for Fit Jeans, which gained 2.7m views.

Tomlinson's audience is 62% women, and 50% are between 18 and 34 years old. She is also the founder of the restaurant Lyfbar in the Midlands.

3. Bradley Simmonds: London fitness influencer

• Interests: Sport & Fitness

Followers:

• Instagram: 610,000
• TikTok: x
• YouTube: x
• Location: London, UK
• Location of the audience: UK (43%)
• Kolsquare Credibility Score: 79/100

Average engagement rate:

• Instagram Posts: 0.75% | Instagram Reels: 1.38%
• TikTok: x

Earned Media Value:

• Instagram Posts: €11,300
• Instagram Reels: €14,700
• Instagram Stories: €1,800
• TikTok: x

Bradley Simmonds is an online coach and celebrity fitness trainer. The former Queens Park Rangers footballer now posts fitness routines, meal plans, and advice on building a healthy lifestyle.

As a personal trainer, he shares a lot of content to help people reach their fitness goals. His app, Get It Done, distills this information into a fitness program that includes daily workouts.

Simmonds often collaborates with brands, such as Siro Hotels in Dubai, Fabletics, and glucose tracker Hello Lingo.

51% of Simmonds' audience is 25-34 years old, although he has over 20% in both the 18-24 and 35-44 age brackets. It's a balanced following, with 59% of his audience being women and 41% men. He has the most Instagram followers on our list.

4. Stefanie Moir: Vegan fitness influencer

• Interests: Food & Drinks, Sport & Fitness

Followers:

• Instagram: 441,000
• TikTok: x
• YouTube: 201,000
• Location: Glasgow, UK
• Location of the audience: UK (30%)
• Kolsquare Credibility Score: 69/100

Average engagement rate:

• Instagram Posts: 1.07% | Instagram Reels: 0.48%
• TikTok: x

Earned Media Value:

• Instagram Posts: €9,900
• Instagram Reels: €4,280
• Instagram Stories: €1,330
• TikTok: x

Stefanie Moir, known on social media as @naturallystefanie, is a vegan fitness influencer. She posts content about her fitness journey, including gym looks, workout routines, and recipes. Moir's approach is positive and encouraging. Plus, she's now a qualified personal trainer with an inclusive and low-pressure approach that works with all fitness levels.

Moir has collaborated with brands like Doughlicious and My Protein. She has also written a recipe book and has a fitness app, Plant Fit.

Moir is a good fit for brands targeting a young female audience. Seventy percent of her audience is women, and 80% are between the ages of 18 and 34. She also has a strong following across multiple social media platforms, offering variability.

5. Armz Korleone: Comedy meets health

• Interests: Sport & Fitness

Followers:

• Instagram: 470,000
• TikTok: x
• YouTube: 67,000
• Location: London, UK
• Location of the audience: UK (26%)
• Kolsquare Credibility Score: 76/100

Average engagement rate:

• Instagram Posts: 0.23% | Instagram Reels: x
• TikTok: x

Earned Media Value:

• Instagram Posts: €2,840
• Instagram Reels: €1,390
• Instagram Stories: x
• TikTok: x

Fitness influencer Armz Korleone describes himself as a "Lifetime Natural Bodybuilder, Holistic Personal Trainer, Portrait Drawer, and Music Lover."

While other creators on this list solely focus on fitness goals, Korleone shares a range of content, including funny skits, training advice, and fitness challenges.

Korleone doesn't take a soft approach. He inspires his followers with comedy and hard truths.

He's a brand ambassador for Vanquish Fitness. Korleone's audience is 90% men. Over half (52%) are aged between 25 and 34, while 28% are aged between 18 and 24.

6. Kestutius K: Workout challenges

• Interests: Sport & Fitness, Fashion & Accessories, Food & Drinks

Followers:

• Instagram: 281,000
• TikTok: 254,000
• YouTube: 56,300
• Location: London, UK
• Location of the audience: UK (Instagram: 14%, TikTok: 20%)
• Kolsquare Credibility Score: 78/100

Average engagement rate:

• Instagram Posts: 1.47% | Instagram Reels: 2.15%
• TikTok: 0.7%

Earned Media Value:

• Instagram Posts: €7,510
• Instagram Reels: €9,970
• Instagram Stories: €830
• TikTok: €3,710

Fitness influencer Kestutuis K posts extreme fitness content. What does that look like? His recent video shows him completing a whopping 1,300 pushups. The task took just 55 minutes.

While Kestutuis K inspires people of all fitness levels, his content is aspirational. He also provides fitness advice. His link in bio leads to his strength training workout plan.

The influencer clearly has a passion for fitness, as does his audience, which is 90% male and largely composed of Gen Z and Millenials.

7. Matt Jeffreys: Personal trainer and influencer

• Interests: Sport & Fitness, Food & Drinks

Followers:

• Instagram: 149,000
• TikTok: 339,000
• YouTube: 37,000
• Manchester, UK
• Location of the audience: UK (58%)
• Kolsquare Credibility Score: 81/100

Average engagement rate:

• Instagram Posts: 0.42% | Instagram Reels: 0.53%
• TikTok: 0.24%

Earned Media Value:

• Instagram Posts: €2,230
• Instagram Reels: €1,570
• Instagram Stories: €439
• TikTok: €1,510

Matthew Jeffreys's content feels like a sensible family member giving down-to-earth fitness advice. In a world of fads, his authentic and realistic content shines through. He's an influencer on a mission to promote physical activity to people of all fitness levels and experiences.

Jeffreys has the expertise for the job. As a professional personal trainer, he has established himself as a trusted source for workout routines, nutrition tips, and motivational content. In one of his videos, he discusses the challenges of losing weight, gaining a huge 8 million views.

Half of Jeffreys's audience is 18-24 and evenly divided between male and female. He is a Protein Works affiliate.

8. Therese O'Callaghan: Weightloss coach

• Interests: Inspiration & Lifestyle, Sport & Fitness, Family

Followers:

• Instagram: 295,000
• TikTok: 130,000
• YouTube: x
• Location: London, UK
• Location of the audience: UK (20%)
• Kolsquare Credibility Score: 86/100

Average engagement rate:

• Instagram Posts: 1.55% | Instagram Reels: 0.77%
• TikTok: 3.01%

Earned Media Value:

• Instagram Posts: €8,390
• Instagram Reels: €5,460
• Instagram Stories: €872
• TikTok: €6,270

On her Instagram profile, Therese O'Callaghan describes herself as a weight loss coach. Armed with personal experience, she accessible, relatable, and honest. She often shares about her own health journey and its effect on her mental health.

In addition, O'Callaghan posts about her everyday life, including gym workouts and day-to-day challenges. Her link in bio leads to her coaching website, where she shares actionable advice and has an active community.

O'Callaghan's audience is 86% 18-34 and 80% female. She has collaborated with brands like Elite Sports Nutrition.

9. Moses Ldn: TikTok influencer and model

• Interests: Sport & Fitness

Followers:

• Instagram: 181,000
• TikTok: 167,000
• YouTube: x
• Location: London, UK
• Location of the audience: UK (24%)
• Kolsquare Credibility Score: 72/100

Average engagement rate:

• Instagram Posts: 8.92% | Instagram Reels: 4.72%
• TikTok: 11.9%

Earned Media Value:

• Instagram Posts: €19,500
• Instagram Reels: €12,700
• Instagram Stories: €534
• TikTok: €42,300

Moses LDN is a fitness enthusiast with Nigerian heritage. Rather than focusing solely on workouts, he shares skits and honest opinions, offering his followers a fresh perspective on fitness. He is now less active on his YouTube channel after shifting his attention to TikTok.

Moses LDN has collaborated with various brands, including Temu and Lumi Therapy, a cold bath producer. His ability to combine fitness with humor and everyday life experiences is likely the cause for his impressively high engagement rates. His audience is 59% women and almost half are aged between 25 and 34.

10. Isabella Barnes:

• Interests: Beauty, Sport & Fitness, Humour, Inspiration & Lifestyle, News & Trends

Followers:

• Instagram: 67,000
• TikTok: 247,000
• YouTube: x
• Location: Leeds, UK
• Location of the audience: UK (50%)
• Kolsquare Credibility Score: 69/100

Average engagement rate:

• Instagram Posts: x | Instagram Reels: x
• TikTok: 0.01%

Earned Media Value:

• Instagram Posts: x
• Instagram Reels: x
• Instagram Stories: €145
• TikTok: €515

Isabella Barnes is a grounded and authentic fitness influencer. She openly shares her insecurities and slams illusions perpetuated by other influencers.

Barnes' TikTok video sharing her humorous take on body image issues has over 266,000 views. Plus, her sense of humour mixed with meaningful conversations about body image continues to engage her audience.

Barnes has collaborated with well-known brands such as Gymshark. Nearly two-thirds (60%) of her audience is 18-24 years old, and 69% are female.

Influencer marketing with fitness influencers

So, you've discovered some of the most popular fitness influencers. What's next?

Influencer marketing is a powerful channel, but unfortunately, there are wide margins for error. For example, a brand like Gymshark has become a billion-dollar business by leveraging the power of influencers. But not everyone reaches that level of success.

Here's our quick guide to making the most of influencer marketing

Stage 1: Pinpoint your goals

Root your campaigns in clear goals. Are you looking for a low-risk marketing strategy? Are you hoping to build brand awareness? Do you want to strengthen relationships with the hard-to-reach Gen Z sector?

Stage 2: Find influencers

Once you know your goal, pinpoint the right fitness influencers for your target market. Match influencers to your goals by analysing their audience, engagement rates, content style, previous collaborations, and more.

Yep, this list features ten amazing influencers. However, there are many more. Some may fit your campaign better. They may have a more closely matched audience or strong values.

You need to conduct in-depth research: Think hashtag searches, engagement calculations, and comparative spreadsheets.

Alternatively, you can shortcut the process with Kolsquare, an influencer marketing platform with an extensive database containing all the stats you need.

Filter through creators by follower count, engagement metrics, audience demographics, and more. From there, you can contact fitness influencers quickly and gain immediate insights into campaign performance.

Book a demo today.

Stage 3: Think up a smart campaign

Here's the creative part. You need to plan a strategy that connects with your target audience.

Start by choosing the content format. Will it be product reviews? Workout challenges? Or a day in the life featuring your product? Think about what resonates most with your audience and aligns with your brand messaging.

Next, define the deliverables. Set expectations on post frequency, messaging, and calls to action. Give influencers creative freedom but oversee the content to ensure brand consistency. Authentic content tends to connect best, and influencers are experts at speaking to their audiences.

Consider multi-channel strategies. A mix of Instagram Reels, YouTube shorts, TikTok clips, and blog posts can boost reach and engagement.

Stage 4: Optimising and Reporting

Your campaign doesn’t end when the content goes live. Now, it’s time to track, refine, and maximise impact.

Monitor KPIs like engagement rates, conversions, and ROI -- these should fit your initial goals. Identify what’s working—and what isn’t—so you can tweak messaging and timing. This also allows you to prioritise the best-performing influencers.

Tools like Kolsquare generate real-time insights so you can easily track your campaign. And finally, when the campaign is done, it will produce a report with data-driven insights. This helps you refine future campaigns and prove ROI to stakeholders.

For a more in-depth look at influencer marketing on each platform, here's our guides for:

• TikTok
• Instagram
• YouTube

Big male or female influencers: Who is the most popular fitness YouTuber?

The most popular fitness YouTuber in 2024 is female fitness influencer Chloe Ting. With a massive 25 million subscribers, she has become a household name thanks to her accessible workout challenges, nutrition tips, and holistic approach to health.

On her YouTube channel, Ting offers content ranging from high-intensity interval training sessions to targeted ab workouts and full-body toning exercises. These videos appeal to a wide audience seeking comprehensive fitness routines.

Other notable fitness YouTubers include Jake Paul, known for his blend of entertainment and fitness content, and Jeff Cavaliere.

In the UK, Joe Wicks, aka The Body Coach, is a huge name in the fitness scene. He grew his profile with high-energy workouts and nutrition advice, but it was his PE with Joe sessions during COVID that secured his status as a household name.

How many fitness influencers are there on Instagram?

As of 2024, there are an estimated 50,000 fitness influencers on Instagram. This figure includes influencers of varying follower counts, from nano-influencers with under 10,000 followers to mega-influencers with over 1 million followers.

How do fitness influencers make money?

Fitness influencers generate income through diverse revenue streams. Primarily, they earn by partnering with brands for sponsored posts or sharing affiliate links, showcasing products such as sportswear, supplements, and fitness equipment. These collaborations often involve detailed reviews, demonstrations, or endorsements. Some influencers monetise their fame by speaking at events, participating in workshops, and making TV appearances.

Additionally, many fitness influencers create and sell their own workout programs, eBooks, and nutrition plans, leveraging their expertise to offer tailored fitness solutions. Platforms like YouTube provide ad revenue for high-viewership channels, while Instagram and TikTok offer similar monetisation opportunities through sponsored content and ads.

How much do fitness influencers make?

Influencers' incomes in the fitness industry vary depending on follower count, engagement rates, and income diversification. You can check out the KOLculator to learn how much an influencer charges per post.

Micro-influencers with modest followings might earn between £50 to £500 per sponsored post. Mid-tier influencers (100,000 to 500,000 followers) can command fees from £1,000 to £10,000 per post. Those with over a million followers often earn significantly more, with top-tier influencers fetching upwards of £10,000 per post.

Fitness influencers like Joe Wicks, Casey Ho, and Kayla Itsines, who diversify their revenue streams by selling fitness programmes and becoming fitness entrepreneurs, may see annual earnings reach six or seven figures.