From Alo Yoga to Erewehon and so much more, these fitness and wellness brands have built online communities that take them far beyond their physical presence
Fitness and wellness brands have found immense success on social media platforms like TikTok and Instagram. These digital spaces are not just promotional channels but community hubs, where brands can engage directly with consumers, showcase their products, and embody their values. Here’s a detailed look at some of the top fitness and wellness brands dominating these platforms, organized into categories.
Activewear & Apparel
Alo Yoga
Alo Yoga has cemented its status as a leading yoga lifestyle brand. It uses social media to build an aspirational wellness community, emphasizing not just stylish and comfortable apparel but also the mental and physical benefits of yoga. Instagram is filled with serene, aesthetically pleasing imagery featuring yoga poses, mindfulness practices, and lifestyle shots that align with the brand’s ethos. On TikTok, Alo shares bite-sized yoga tutorials and wellness tips, often collaborating with fitness influencers to reach a broader audience. This strategic content mix allows the brand to embody a holistic lifestyle, making it more than just an activewear company.
Nike
Nike’s presence on social media is a testament to its global influence. The brand’s content strategy includes athlete stories, inspirational messages, workout routines, and sneak peeks of upcoming collections. On Instagram, Nike showcases high-quality visuals and compelling narratives around its campaigns, often highlighting diversity and inclusivity in sports. Its TikTok strategy leans towards engaging the younger demographic through quick fitness tutorials, influencer partnerships, and challenges that align with current trends. This multifaceted approach underscores Nike’s positioning as a brand for athletes of all levels, promoting a lifestyle that transcends mere sportswear.
Gymshark
Gymshark has become synonymous with community-driven fitness. The brand’s social media approach focuses on authenticity, featuring real-life fitness journeys, workout challenges, and motivational content. Gymshark’s strategic use of influencer marketing has solidified its reputation as a brand that understands its audience. By creating content that ranges from gym routines to relatable fitness struggles, Gymshark positions itself as both a lifestyle brand and a supportive fitness community. Its online presence goes beyond product promotion, aiming to empower individuals at every stage of their fitness journey.
On
Swiss-engineered running brand On has carved a niche with its focus on performance, comfort, and innovation. On’s social media content highlights not only its technologically advanced products but also the experiences of athletes and everyday runners. High-quality visuals, scenic running routes, and stories of endurance are central themes, emphasizing the brand’s commitment to functionality and aesthetics. By aligning its products with active lifestyles and personal achievements, On appeals to a wide range of fitness enthusiasts, from casual runners to professional athletes.
Sweaty Betty
Sweaty Betty’s approach is all about empowering women through fashion-forward activewear. The brand creates a narrative around fitness as a means to achieve mental and physical strength, not just aesthetics. On Instagram, Sweaty Betty shares a mix of workout routines, styling tips, and community stories that highlight the versatility of its products. By promoting inclusivity and body positivity, the brand has built a loyal following. Its presence on TikTok involves sharing relatable fitness tips and behind-the-scenes looks, aligning with its mission to inspire women to lead active, balanced lives.
Beyond Yoga
Beyond Yoga focuses on comfort and inclusivity, creating apparel designed for all body types. The brand’s social media presence is characterized by an emphasis on self-care, body positivity, and a balanced lifestyle. Instagram serves as a visual extension of its mission, featuring diverse models, motivational quotes, and user-generated content that celebrates individual fitness journeys. By promoting a supportive and nurturing approach to wellness, Beyond Yoga resonates with a wide audience seeking a more mindful fitness experience.
Athleta
Athleta is more than just an activewear brand; it’s a community for women who embrace an active lifestyle. The brand’s social media strategy focuses on highlighting the multifaceted nature of modern women—athletes, mothers, professionals—who balance fitness with their daily lives. Through motivational content, fitness tips, and storytelling, Athleta emphasizes the importance of functionality and comfort in activewear. Its commitment to sustainability and women’s empowerment is also central to its messaging, appealing to consumers who prioritize conscious, purpose-driven brands.
Lululemon
Lululemon has become an icon in the world of activewear, thanks to its blend of fashion, function, and community. Its social media platforms showcase a mix of product highlights, yoga practices, meditation guides, and community stories. By providing high-value content such as fitness classes and wellness discussions, Lululemon positions itself not just as a retailer but as a lifestyle brand that supports holistic health. Its approach to TikTok and Instagram is designed to build a global network of wellness enthusiasts who connect through shared values of mindfulness and physical well-being.
Fabletics
Fabletics leverages its social media to promote activewear that is both stylish and accessible. The brand’s messaging is centered around body positivity, inclusivity, and the belief that fitness should be fun. Instagram serves as a platform for showcasing outfit inspiration, workout challenges, and behind-the-scenes content with co-founder Kate Hudson. Fabletics uses TikTok to engage with the fitness community through trending challenges, influencer partnerships, and relatable fitness content, fostering a sense of inclusivity and motivation.
Fitness Equipment & Digital Fitness Platforms
Obé
Fitness Obé Fitness has embraced the digital fitness revolution, offering a range of live-streamed and on-demand workouts. Their social media channels provide short, high-energy workout clips, behind-the-scenes peeks into classes, and testimonials that highlight the inclusivity of their platform. With its vibrant aesthetic and upbeat content, Obé aims to make fitness accessible, fun, and engaging. By showcasing varied workouts that cater to different fitness levels, Obé Fitness appeals to a broad audience looking for a community-driven approach to at-home fitness.
Tonal
Tonal’s social media strategy is centered around education and motivation. As a leader in smart home gym equipment, Tonal showcases guided workouts, strength training tips, and the benefits of its all-in-one digital weight system. The brand collaborates with athletes and fitness experts to provide credible, expert-driven content that speaks to both fitness enthusiasts and beginners. By highlighting real results and personal stories, Tonal effectively demonstrates how its technology can transform the at-home workout experience.
Peloton
Peloton has built a lifestyle brand that extends beyond fitness equipment. Its social media channels are filled with inspiring stories from its community, live class highlights, and wellness tips. Peloton uses TikTok to engage with a younger demographic through short, impactful workout clips, while Instagram focuses on sharing user experiences and promoting new classes and programs. This community-driven approach reinforces Peloton’s mission to make fitness a shared and enjoyable experience.
Equinox
Equinox represents luxury wellness and high-end fitness. Its social media content reflects the brand’s elite positioning, featuring premium fitness classes, wellness tips, and lifestyle imagery that appeals to a sophisticated audience. The brand emphasizes a holistic approach to fitness, intertwining workouts with elements of mental health, nutrition, and lifestyle. Through curated, high-quality content, Equinox sets itself apart as a leader in the fitness industry, attracting those who seek a comprehensive wellness experience.
Barry’s
Known for its high-intensity workouts, Barry’s uses social media to showcase the energy and results of its fitness routines. The brand frequently features its trainers, workout challenges, and user success stories, creating an environment of motivation and encouragement. Barry’s content is designed to reflect the intensity and camaraderie of its boot camp classes, giving followers a glimpse into its dynamic fitness community.
Dogpound
As a boutique personal training gym with a high-profile clientele, Dogpound’s social media presence emphasizes exclusivity, strength, and personal transformation. The brand shares workout routines, behind-the-scenes training sessions, and motivational clips, promoting a lifestyle centered around fitness excellence. Dogpound’s approach appeals to those looking for a premium, results-driven training experience.
Nutrition & Supplements
Bloom Nutrition
Bloom Nutrition has made waves in the wellness market with its superfood supplements, primarily targeting consumers seeking to improve their daily health routines. Its social media strategy is built around authenticity, featuring user testimonials, daily routines, and influencer collaborations that highlight the practical benefits of its products. Bloom uses TikTok and Instagram to educate audiences on the importance of gut health, energy optimization, and mental clarity, providing approachable solutions for wellness enthusiasts. This educational yet relatable content creates a sense of trust and community among followers, setting the brand apart in the crowded supplements market.
AG1
@drinkag1
After just 90 days of drinking AG1, 97% of people in a study we conducted, felt their digestion improve. Take that in. Even though we’re not conscious of what’s happening at a cellular level in our bodies, we know how we feel on a daily basis. We designed the single-arm study to assess how a group of 35 healthy adults reported feeling as they drank AG1 over the course of 90 days. After just 30 days, 80% of participants noticed less gas and bloating. And after 90 days, 97% of participants felt their digestion improved. Click the link in bio to learn more about this study! #digestion #supplementsthatwork #supplements
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AG1 by Athletic Greens takes a science-backed approach to health, offering a daily greens supplement designed to support overall wellness. The brand’s social media presence is focused on delivering concise, informative content, from health tips to user success stories, underscoring the product’s comprehensive nature. By collaborating with health professionals and fitness influencers, AG1 positions itself as a credible and reliable source for those looking to optimize their health. Their strategy prioritizes education around wellness and daily nutrition, resonating with an audience that values evidence-based health practices.
Hydrojug
Hydrojug has transformed the concept of hydration into a lifestyle. The brand’s approach on social media involves playful and motivational content, emphasizing the importance of water intake in achieving wellness goals. They frequently partner with fitness influencers who integrate Hydrojug into their routines, making the brand a staple in everyday health practices. By focusing on both functionality and style, Hydrojug successfully engages an audience that views hydration as a key component of their fitness journey.
Alani Nu
Alani Nu’s product lineup includes pre-workout drinks, protein powders, and various supplements aimed at boosting overall wellness. The brand’s social media strategy highlights bright, vibrant content showcasing the products in everyday scenarios. Alani Nu emphasizes the convenience and taste of its supplements, addressing common wellness challenges like fatigue, nutrition gaps, and stress. Collaborations with fitness influencers and wellness advocates reinforce its position as a reliable, results-oriented brand, appealing to consumers who prioritize both health benefits and lifestyle compatibility.
Celsius
Celsius has positioned itself as a leading fitness energy drink, advocating for an active lifestyle fueled by healthy energy. The brand’s social media channels showcase workout routines, motivational content, and practical uses of their drinks for pre- and post-workout support. By focusing on product benefits such as improved endurance and metabolism boost, Celsius appeals to fitness enthusiasts and athletes looking for clean energy solutions. Its emphasis on community engagement and relatable content has built a loyal following that integrates Celsius into their daily fitness routines.
Sakara Life
Sakara Life is known for its organic, plant-based meal programs and wellness products. Their social media presence revolves around holistic health, sharing visually appealing meal presentations, lifestyle tips, and educational content on plant-based nutrition. Sakara’s strategy includes collaborating with health experts and influencers to discuss topics like gut health, mental clarity, and balanced living. This multi-faceted approach not only showcases its product offerings but also positions the brand as a leader in the plant-based wellness movement.
Cymbiotika
Cymbiotika specializes in advanced bioavailable supplements designed to optimize wellness. The brand’s social media content emphasizes education, explaining the science behind its products and the importance of supplementing with essential nutrients. By focusing on high-quality ingredients and cutting-edge formulations, Cymbiotika appeals to health-conscious consumers who seek innovative solutions for their wellness needs. The brand’s collaborations with health professionals and wellness advocates further establish its authority in the supplements market.
Methodology
Methodology provides a meal delivery service focused on nutritious, clean eating. Their social media presence highlights meal prep, seasonal ingredients, and the ease of integrating healthy meals into busy lifestyles. By showcasing the diverse and flavorful options in their meal plans, Methodology promotes the idea that nutritious food can be convenient, delicious, and enjoyable. Their content strategy is tailored to individuals seeking a seamless approach to maintaining a balanced diet, making Methodology a top choice for health-focused consumers.
Seed
Seed positions itself as a microbiome-focused brand, offering probiotics that target gut health. Their social media strategy is heavily education-driven, featuring detailed posts about gut health, the science of probiotics, and user testimonials. By demystifying complex health topics, Seed establishes itself as a trusted authority in the wellness space. Its focus on research, sustainability, and transparency resonates with consumers looking for scientifically validated solutions to support their overall well-being.
JSHealth Vitamins
JSHealth Vitamins, founded by nutritionist Jessica Sepel, centers its social media content around holistic wellness, self-care, and transparency in supplement formulations. Instagram posts and TikTok videos offer guidance on incorporating vitamins into daily routines while addressing common health concerns like energy levels, digestion, and skin health. The brand’s educational content, combined with user testimonials, fosters a sense of community and trust, appealing to individuals who prioritize natural and effective wellness solutions.
Wellness & Health
Oura
Oura is a pioneer in wearable health technology, offering a smart ring that tracks sleep, activity, and readiness. The brand’s social media content educates audiences on the importance of sleep and recovery for overall wellness. Oura often collaborates with athletes, health experts, and lifestyle influencers to showcase how data-driven insights can lead to improved health outcomes. By blending technology with wellness, Oura appeals to consumers interested in a holistic, data-focused approach to optimizing their well-being.
Noom
Noom focuses on behavior change and psychological insights to promote sustainable weight management and healthy lifestyle habits. Their social media channels offer tips on nutrition, mental health, and fitness, supporting their comprehensive program. Noom’s strategy includes sharing user success stories, and reinforcing its credibility as a platform that facilitates real, long-term change. By positioning itself as more than just a diet program, Noom targets consumers looking for a supportive and holistic approach to health.
Hims & Hers
Hims and Hers provide telehealth solutions for various wellness needs, from hair care to mental health. Their social media content is a mix of educational posts, product highlights, and user testimonials, tailored to address common wellness concerns openly and without stigma. By normalizing topics like mental health and skincare, Hims and Hers fosters an inclusive community that prioritizes accessible, personalized wellness solutions. This transparent and supportive messaging appeals to consumers seeking convenience, privacy, and credible information in their wellness journey.
Erewhon
@erewhonmarket
The Short n’ Sweet Smoothie by @Sabrina Carpenter A tropical fruit base with organic coconut & honey, collagen & pearl powder, and a dash of spirulina for a rich, blue color. INGREDIENTS: – MALK Organic Vanilla Oat Milk @MALK Organics – Vita Coco Farmers Organic Coconut Water @Vita Coco – Agent Nateur Holi(mane) @AGENT NATEUR – KOS Organic Blue Spirulina Powder @KOS Superfoods – Nate’s Organic Honey @Nature Nate’s – Organic Mango, Pineapple, Dates – Organic Tocos, Vanilla Collagen, Coconut Cream – Organic Strawberry Erewhon supports @jedfoundation charities efforts, a nonprofit that supports mental health for teens and young adults.
♬ original sound – Alex Chapman
Erewhon is more than a high-end grocery store; it’s a lifestyle brand synonymous with holistic health and premium wellness. The store’s social media presence features health-centric products, nutritional advice, and collaborations with wellness influencers. By highlighting new product launches, curated supplements, and clean eating recipes, Erewhon positions itself as the go-to destination for those who prioritize health, quality, and sustainability in their everyday choices. Its content strategy reflects a commitment to conscious living, making Erewhon a trusted name in the wellness industry.
ARMRA
ARMRA focuses on harnessing the power of colostrum for immune and gut health. Its social media content dives into the science behind colostrum, emphasizing its benefits for the body’s defense systems. By educating consumers on the product’s unique properties and its applications, ARMRA appeals to wellness enthusiasts seeking natural, science-backed solutions for optimizing their health. Collaborations with health professionals and influencers further enhance its credibility, positioning ARMRA as a leader in immune health.
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