Which brands and influencers do American gym members prefer?
One in five adults in the US hold an active membership (21%). To better understand this audience, YouGov Profiles provides detailed insights into their demographics and brand preferences.
Who has a gym membership?
Gym members skew younger, and male compared to the national average.
The age group 25-34 years makes up the largest segment of gym-goers (27%), higher than the general population (18%). Gender distribution shows gym members are predominantly male (60%), while women account for 40%, which contrasts the national representation of 48% male and 52% female.
Gym members are also more likely to be parents with children under 18 years (33%) compared to the national average (22%). However, fewer gym members have adult children aged 18 or older (22% vs. 36%).
Influencers gym members favor
Over the past decade, health and fitness content has grown rapidly online, with social media influencers playing a big role in shaping trends and motivation. Gym members show distinct preferences for influencers compared to the general public. The Index score indicates how much more popular these influencers are among gym members compared to the national average. The influencers listed below in the chart are those that gym members positively rate significantly higher relative to the general population.
Top influencers among gym members include Oliver Proudlock (Index: 425.5), Shaaanxo (356.9), Lil Miquela (353.6), Ashley Stark Kenner (353.4), Kandee Johnson (352.7), Ada Oguntodu (352.1), Matthew Karsten (339.3), Gueorgui Pinkhassov (338.2), ZooMaa (338.1), and Paul Nicklen (334.9).
Preferred skincare and health brands
Gym members prefer specific skincare and health brands significantly more than the general population. The brands listed in the chart below represent those that gym members positively rate notably higher relative to the national average.
Preferred skincare and cosmetics brands among gym members include Oriflame (Index: 306.1), Le Petit Marseillais (277.2), European Wax Center (273.0), NeoStrata (271.8), Melaleuca (265.9), LVMH (262.5), Guerlain (261.5), Bliss Spa (253.7), Exuviance (251.5), and La Mer (239.8).
Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.