Flexing the Market: an exploration of the impact of gym influencers upon consumer behaviours within the UK’s health and fitness industry.

Abstract

This research explores the impact of gym influencer marketing on consumer perceptions of the UK’s health and fitness industry. Influencer marketing has become a significant catalyst in shaping consumer behaviours, particularly in the health and fitness sector, yet little research exists on its specific effects within this industry. The study aims to investigate how influencer content affects consumer purchasing decisions, diets, exercise trends, and overall perceptions of the industry. Using qualitative semi-structured interviews, the study uncovers key themes such as the need for authenticity, the role of relatability, and scepticism toward over-commercialised content. Findings suggest that while gym influencers can motivate and inspire, overt commercialisation and unrealistic fitness standards often lead to distrust and negative perceptions. However, consumers hold influencers who maintain transparency and promote attainable fitness goals in high regard.  The research highlights the importance of authenticity and expertise in building long-term trust between influencers, brands, and consumers. These findings offer practical implications for brands and influencers, emphasising the need for authentic, long-term partnerships that go beyond sponsorships or commercialisation. Future research could explore cross-cultural differences in perceptions of gym influencers and investigate the evolving role of influencers as consumers become more experienced in their fitness journeys.