Great campaigns are built on great decisions. Arguably, the most important decision in influencer marketing is which fitness influencers to use for campaigns.
While all have a passion for fitness, each influencer offers something different--whether it's style of content, niche, or target audience.
Here is a list of the top fitness influencers in the UK.
The Kolsquare database stores insights about influencers with 5,000 or more followers on at least one of the popular platforms, such as Instagram, TikTok, YouTube, Facebook, X, or Snapchat.
The ranking is, therefore, based on the critical information stored in our database. For each KOL, we provide you with some essential data, including:
To identify the influencers capable of launching powerful campaigns in the United Kingdom, we selected those with over 25% of their audience in the UK.
Same structure as previous "Top Influencers" articles but with this ranking :
Methodology: we selected the influencers on Instagram, TikTok & YouTube with an audience of at least 30% in UK and the most followers with a compliance score > 60%, with interests in "Sports & Fitness" and using the hashtag #fitness over the past 12 months:
Followers:
Average engagement rate:
Earned Media Value:
Ultra runner Natalie Long goes by @nat_runs_ on social media. Most of her videos feature running challenges, in which she runs until she finds something, often as requested by her followers. For example, "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, sharing with 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." It's this genuine connection that gives her such high engagement rates She is also now a mother and shares some lifestyle content about her baby.
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 of 40% men and 60% women. They are mostly 18-34 years old.
Followers:
Average engagement rate:
Earned Media Value:
Fitness influencer Bethany Tomlinson began her fitness journey in her early 20s. With a naturally petite frame, Tomlison was unhappy with the way she looked or felt. She shared with the Daily Mail that 'A mixture of good diet and weight training have allowed me to gain weight in a healthy way whilst staying lean."
Tomlinson's content primarily centres around gym routines, nutrition tips, and workout challenges. She has worked with a range of brands, including an Instagram Reel for Fit Jeans, which gained 2.7M views.
Tomlinson's audience is 63% women and 80% between 18 and 34 years old. She is also the founder of the restaurant Lyfbar in the Midlands.
Followers:
Average engagement rate:
Earned Media Value:
Bradley Simmonds is an online coach and celebrity fitness trainer. Initially gaining popularity as a footballer for Queens Park Rangers, Simmonds now posts travel, gym content, nutrition tips, and advice on building a healthy lifestyle.
As a personal trainer, he shares a lot of content designed to help people reach their fitness goals. His app, "Get It Done", distils this information with daily fitness classes that help people on their fitness journey.
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.
Followers:
Average engagement rate:
Earned Media Value:
Stefanie Moir, known on social media as Naturally Stefanie, 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, helping followers to remain consistent on their fitness journeys.
She has collaborated with brands like Doughlicious and My Protein.
She is now a qualified personal trainer, and her approach to fitness is inclusive and low pressure.
She has also written a recipe book and has a fitness app.
Moir is the best 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.
Followers:
Average engagement rate:
Earned Media Value:
Fitness influencer Armz Korleone describes himself as a "Lifetime Natural Bodybuilder, Holistic Personal Trainer, Portrait Drawer, and Music Lover." While many other creators on this list solely focus on fitness goals, Korleone shares a range of content, including funny skits, training advice, and his impressive fitness feats. Rather than taking an inclusive approach, Korleone inspires his followers through comedy and the value of excellent health.
He's a brand ambassador for Vanquish Fitness.
Korleone's audience is 90% men. 52% are 25-34, while 29% 18-24.
Followers:
Average engagement rate:
Earned Media Value:
Fitness influencer, Kestutuis K, focuses on intense challenges, such as 1000 push up sets and
Followers:
Average engagement rate:
Earned Media Value:
Matthew Jeffreys posts humourous and educational fitness content. As a professional personal trainer, Jeffreys has established himself as a trusted source for workout routines, nutrition advice, and motivational content. Some of his most-watched content features empathetic weight loss advice, such as his video about the challenges of losing weight, which has over 8M views on TikTok.
His content is accessible to people of all fitness levels and ages. Nevertheless, 50% of his audience is 18-24 and evenly divided between male and female.
Followers:
Average engagement rate:
Earned Media Value:
Therese O'Callaghan describes herself as a "Fatloss Coach". On her Instagram profile, she states, "I help busy women achieve fatloss & gain confidence, without restrictions." She provides nutrition tips and fitness advice to help people achieve healthier lifestyles.
O'Callaghan's content is honest and vulnerable. Her expertise in fitness and weight loss is rooted in personal experience, allowing her to share her own transformations and challenges. In addition, she posts about her everyday life, including visiting her local gym and speaking about her mental health challenges.
O'Callaghan's audience is 86% 18-34 and 80% female. She has collaborated with brands like Elite Sports Nutrition.
Followers:
Average engagement rate:
Earned Media Value:
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 49% aged 25-34.
Followers:
Average engagement rate:
Earned Media Value:
Isabella Barnes is a fitness influencer with a grounded and authentic approach. She openly shares her insecurities and criticises illusions perpetuated by other influencers. Barnes' TikTok video sharing her humorous take on body image issues gained over 266K views. While most of her posts typically receive a few thousand views, her ability to blend humor with meaningful conversations about body image and fitness continues to engage her audience.
In addition to her engaging content, Barnes has collaborated with well-known brands such as Gymshark. She also provides reliable, science-backed fitness information to her followers. Barnes' audience is 60% 18-24 years old and 69% female.
Influencer marketing is highly popular, but unfortunately, there are wide margins for error. However, there is great potential. For example, a brand like Gymshark has become a billion-dollar business by leveraging the power of influencers.
Brands need to be both cautious and knowledgeable to avoid these pitfalls. The first step is to root your campaign 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?
Once you know your goal, you can 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.
This key information requires in-depth research. Think hashtag searches, engagement calculations, and comparative spreadsheets. Alternatively, you can shortcut the process with Kolsquare, an influencer marketing platform that has 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 on the platform and gain immediate insights into the campaign results. It removes the operational complexity from campaigns.
Book a demo today.
For a more in-depth look at influencer marketing on each platform, here's our guides for:
The most popular fitness YouTuber in 2024 is female fitness influencer Chloe Ting. With over 25 million subscribers, she has become a household name known for her accessible workout challenges, nutrition tips, and holistic approach to health. On her YouTube channel, her content ranges from high-intensity interval training sessions to targeted ab workouts and full-body toning exercises, appealing 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.
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.
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.
Influencers' incomes in the fitness industry vary depending on follower count, engagement rates, and income diversification. Check out the KOLculator to learn how much an influencer charges quickly.
Micro-influencers with modest followings might earn between £50 to £500 per sponsored post. Mid-tier influencers, with followings ranging from 100,000 to 500,000, 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, can see annual earnings reach six or seven figures.
Influencer Marketing in the Sports Sector
Book a demo
