Wellness and fitness conquering social networks The numbers of a very but very important growth
In 2025, the Wellness and Fitness segment recorded significant growth, reaching 495 million dollars in Earned Media Value (EMV), an increase of 145% compared to the previous year. The increase was mainly driven by a strong increase in content produced by users: more than 300 social media creators have contributed to the growth of the category.
However, the analysis highlights a clear difference in public behavior between the two main sub-segments. On the one hand, fitness builds its ecosystem around lifestyle documentation, with content dedicated to training, marathons, performance tracking and sports communities. On the other hand, wellness is oriented to a greater extent to the commercial component, with content that includes brand tags, affiliate codes, promotions and flash sales. Although the market is highly concentrated, with MyProtein, Strava and Lemme together representing about 70% of the total EMV, the communication strategies adopted to engage the public are profoundly different.
The role of creators
The distribution of EMV among the different groups of creators shows a relatively balanced contribution.
- Micro creators generate 31% of EMV.
- Mid creators contribute 25%.
- Macro creators also account for 25%.
- Mega-creators, although the most followed, account for only 19% of the EMV.
The composition of the creator ecosystem, on the other hand, is very unbalanced towards smaller profiles:
- 70% of creators belong to the micro group (10,000—100,000 followers).
- 17% are mid-creators (100,000—300,000 followers).
- 9% are macro creators (300,000—1 million followers).
- Only about 4% fall into the mega-creator category (more than 1 million followers).
This distribution suggests that the growth of the category is mainly supported by the high number of small creators, rather than by the activity of a few very popular influencers.
The Fitness app model: community before celebrities
The ecosystem of apps dedicated to fitness bases its growth mainly on the organic involvement of communities, rather than on the presence of celebrities or major influencers. Mega-creators represent just 16% of the sector's visibility, while the real engine of growth consists of micro creators who tell authentic experiences: daily training, preparation for sports competitions and personal progress. This strategy has fostered a strong expansion of the sector's creator economy. In 2025, the number of profiles that produce content dedicated to fitness apps and devices increased by 153% compared to the previous year, the highest growth rate observed in the sector.
The main brands for Earned Media Value
The global ranking of Wellness & Fitness brands for EMV sees a clear leadership of MyProtein, with 209 million dollars, followed by Strava with 105 million and Lemme with 102 million.
The Top 10 consists of:
The Top 10 consists of:
MyProtein - $209 M
Strava - $105 M
Lemme - $102 M$
1st Phorm - 31 M$
Peloton - $25 M
Oura - 25 M$
Runna - $11 M
Price - $11 M
MyFitnessPal - $8 M
WEAPON - $6 MILLION
Final Thoughts
The Wellness & Fitness segment shows that growth on social networks does not necessarily depend on creators with the highest number of followers. On the contrary, the success of the category is fueled by a very large network of micro creators who produce authentic and continuous content. In addition, two distinct models of engagement emerge: Fitness builds community through the sharing of personal experiences and sporting objectives, while Wellness adopts communication more oriented to conversion and commerce. In both cases, the active participation of the community represents the main driver of visibility and growth in the sector.