Social Media Fitness Accounts and Statistics To Know
Which fitness brands are crushing the competition? Dive into sports and fitness brands excelling on social.
The global fitness and wellness market is projected to reach $65.7 billion in 2025. With more brands allocating spend to organic and paid social media strategies, those that neglect to prioritize social media risk missing out on reaching niche communities, building brand awareness, and driving conversions that often occur on social media.
TL;DR:
- The fitness and wellness market is expanding quickly, and strong social media execution is essential for reaching niche communities.
- Benchmarks from over 80 fitness brands reveal Instagram averages of 0.55% engagement, 5.7 million followers, and 6% follower growth.
- Top-performing fitness accounts succeed by pairing credibility, community-driven content, and consistent posting with clear storytelling that builds trust and resonates with highly engaged audiences.
- Industry growth trends, including the rise of online fitness, live streaming, and micro-influencers, signal where brands should invest to stay competitive.
- Success in this space requires a clear brand point of view and measurement that connects social performance to business outcomes like sales, sign-ups, and repeat engagement.
Sports and Fitness Industry Benchmarks
Whether you're an activewear brand, a gym, or another member of the fitness industry, social media benchmarks guide you towards how much to post each week and how content typically performs in your niche, so you can set goals and plan appropriately.
The Dash Social Insights team pulled platform statistics for over 80 fitness brands on Instagram to determine:
- Average engagement rate.
- Average follower count.
- Average follower growth rate.
- Average reach.
The following metrics were collected between January 1, 2025, and October 30, 2025.
Top 10 Performing Sports and Fitness Brands on Instagram
The fitness and sports industry is packed with brands competing for attention, but a few stand out thanks to exceptional storytelling, strategic sports marketing, and community-driven content. We analyzed Dash Social customer performance from January 1 to October 30, 2025, to identify top performers on Instagram based on engagement rate. Here’s a look at the heavy hitters raising the bar.
1. Sascha Fitness
- Followers: 5.7M
- Follower growth rate: 0.62%
- Engagement rate: 2.8%
Sascha Barboza, known on Instagram as Sascha Fitness, is a nutritionist and Spanish fitness influencer who specializes in in-depth fitness tips, education, and breaking down complex scientific fitness concepts into bite-sized Reels and captions for audiences. She tackles often-asked fitness questions, like “how much protein do I really need to eat?” and the science behind building muscle.
Her content resonates with audiences due to her credibility and personable demeanour, combined with realistic health and workout tips for anyone who’s heavily invested in fitness or those who are just dipping their toes into building a fitness routine. Her background as a nutritionist helps build trust among audiences, contributing to her 2.8% engagement rate. While her follower growth rate is slightly lower than that of other brands on this list, this can be attributed to her already substantial 5.2 million followers.
2. Kayo Sports
- Followers: 227K
- Follower growth rate: 34.32%
- Engagement rate: 2.79%
Kayo Sports is a sports streaming platform that streams a wide range of sports, including rugby, cricket, Formula 1, volleyball, and more. On Instagram, they share a variety of statistics, polls, Reels featuring game highlights, and behind-the-scenes interviews.
With 227K followers and a 34.32% growth rate, Kayo Sports’ Instagram continues to capture the attention of passionate sports fans. The account’s 2.78% engagement rate reflects how well its audience connects with the mix of real-time excitement, humor, and behind-the-scenes content. They combine highlight-driven storytelling with interactive elements like Instagram polls that make engagement easy for their audience.
3. SAS Sport
- Followers: 2.9K
- Follower growth rate: 9.79%
- Engagement rate: 2.48%
SAS Sport NZ is a New Zealand-based fitness and sports brand that inspires audiences to stay active and strong through a mix of training clips, motivational posts, and product highlights. The account often spotlights local athletes, community events, and everyday fitness moments, creating an approachable yet aspirational tone that feels authentic to Kiwi sports culture.
SAS Sport NZ’s large 2.71% engagement rate can be partially attributed to its lower follower count, as the brand connects with loyal and active audiences through relatability and consistency. The brand strikes a balance between professional fitness insights and a community-driven approach, featuring its team at event activations and highlighting various athletes. Its focus on local pride, practical advice, and accessible fitness content helps their account connect to regional audiences.
4. Radd Cross Fit
- Followers: 2.3K
- Follower growth rate: 5.05%
- Engagement rate: 2.39%
RADD CrossFit is a community-focused gym that shares high-energy workouts, athlete spotlights, and glimpses into daily training life. Their Instagram includes a mix of strength sessions, member achievements, and behind-the-scenes clips that highlight the gym’s tight-knit, supportive culture. The tone is motivating yet down-to-earth, appealing to both seasoned ‘CrossFitters’ and those new to the sport.
With 2.3K followers, a 5.05% growth rate, and a 2.39% engagement rate, RADD CrossFit’s content resonates because it feels authentic and human. Followers connect with the sense of community, consistent encouragement, and real results showcased across the feed. The mix of practical fitness insight and celebration of everyday wins keeps audiences inspired and invested in the journey, both their own and the gym’s.
5. Fox Sports
- Followers: 1.4M
- Follower growth rate: 14.31%
- Engagement rate: 2.21%
Fox Sports’ Instagram account delivers a stream of high-impact highlights, breaking news, and commentary across major sports. The account blends quick-hit Reels, behind-the-scenes interviews, and shareable memes to keep fans informed and entertained in real time. With coverage spanning everything from NFL to MLB to college sports, FOX Sports positions itself as a go-to hub for fans who want the story behind the score.
With 1.4 million followers, a 14.31% growth rate, and a 2.21% engagement rate, FOX Sports connects with audiences through its authority, energy, and relevance. Its fast, engaging updates and personality-driven content appeal to die-hard fans and casual viewers alike. By combining expertise with entertainment, FOX Sports turns everyday sports news into moments worth sharing.
6. GQ Sports
- Followers: 605K
- Follower growth rate: 14.47%
- Engagement rate: 1.95%
GQ Sports is where athleticism meets style. The account spotlights athletes beyond game highlights, showcasing interviews and fun clips like the best signs at Dodgers stadium, athletes on the CFDA award red carpet, and celebrities’ thoughts on sports, like what Megan Thee Stallion’s ideal basketball court looks like.
With 605K followers, a 14.47% growth rate, and a 1.95% engagement rate, GQ Sports connects with audiences who appreciate both performance and presentation. Its appeal lies in the balance of relatable and behind-the-scenes content, bringing fans closer to athletes as multidimensional figures. Their focus on topical pop culture moments keeps audiences engaged with the personalities behind sports.
7. Fox Sports Australia
- Followers: 279K
- Follower growth rate: 9.43%
- Engagement rate: 1.28%
FOX Sports Australia’s Instagram brings fans the latest in national and international sports with a bold, engaging tone. The account delivers highlight reels, player interviews, and breaking news across AFL, NRL, cricket, and more, keeping followers up to speed with the biggest moments in Australian sport. It's feed blends analysis with fan-favorite moments, creating a go-to destination for those who live and breathe competition.
With 279K followers and a 1.28% engagement rate, FOX Sports Australia stands out for its credibility and consistency. Its 9.43% growth rate is also impressive, considering their following count, showing an amazing ability to scale growth. Their feed connects with audiences by pairing coverage with personality-driven storytelling, giving fans facts and flair.
8. NBC Sports
- Followers: 689K
- Follower growth rate: 19.70%
- Engagement rate: 1.24%
NBC Sports’ Instagram covers the biggest stories across every major league, from the NFL and Premier League to the Olympics. The account features highlight clips, athlete interviews, and buzzy sports moments that bring fans closer to the action. With a mix of breaking news and behind-the-scenes content, NBC Sports delivers a steady flow of what’s happening in the world of sports, curated for fans who want it all in one place.
With 689K followers, a 19.70% growth rate, and a 1.24% engagement rate, NBC Sports’ content resonates because it pairs authority with accessibility. The brand’s reputation and ability to cover sports in real time help draw in fans who value sports expertise and entertainment. Its ability to blend iconic sports moments with engaging, shareable content keeps followers informed and connected.
9. Your Reformer
- Followers: 147K
- Follower growth rate: 54.72%
- Engagement rate: 1.22%
Your Reformer’s Instagram is perfect for Pilates enthusiasts, blending modern, minimalist visuals with educational content. The brand shares reformer-based workouts, trainer insights, and wellness tips to help audiences make the most of their time on the reformer and the mat.
Your Reformer has the highest follower growth rate of fitness and sports brands on this list at 54.72%. Your Reformer’s rapid growth reflects its ability to connect with its audience by building trust and practicing community-based marketing, which involves spotlighting creators who use their reformers and fitness studios that utilize them. By balancing community and education, Your Reformer is building a loyal following that’s growing faster than ever.
10. DICK’s Sporting Goods
- Followers: 843K
- Follower growth rate: 11.92%
- Engagement rate: 1.22%
DICK’S Sporting Goods’ Instagram celebrates sport as a lifestyle, spotlighting athletes, everyday players, and moments that inspire movement. The retail brand’s account features everything from product drops and campaign shoots to motivational clips and local community initiatives. Its storytelling blends brand pride with an authentic love of sport, encouraging followers to get out and play.
DICK’s Sporting Goods lower follower growth rate compared to accounts like Your Reformer’s can be attributed to its higher follower count. This also makes its 1.22% engagement rate impressive, as it can balance a higher follower count with steady follower growth and a consistent engagement rate that aligns with Your Reformer’s brand identity.
Fitness Industry Statistics and Trends
Fitness industry statistics reveal where the market is headed, how consumer habits are shifting, and which trends are worth your investment. For brands and marketers alike, these numbers show where to focus your marketing budget and how to stay ahead in the fitness and sports industries.
- Fitness industry revenue is projected to grow even further in 2026: Fitness industry revenue reached $281.86 billion in 2025, with this number projected to grow to $324.02 billion in 2026.
- Online fitness sees highest growth: The online and digital fitness segments are poised for significant growth, projected to increase by over 640% from 2021 to 2028.
- Livestreaming poised for growth: The live streaming fitness market is projected to grow 35% by 2026.
- Instagram is the most popular fitness social platform: Instagram is the most popular social media platform for fitness influencers, followed by YouTube, then TikTok.
- Micro-Influencers reign supreme: Over 11% of fitness influencers have less than 15K followers, while only 1.6% of influencers have more than one million followers.
Fitness Industry FAQs
How can fitness and sports brands stand out on social media in such a competitive space?
Sports and fitness brands can differentiate themselves by owning a clear point of view. Audiences connect with authenticity, expertise, and storytelling that goes beyond the workout or game. Focus on consistent visuals, platform-native formats, and content that highlights your brand’s personality rather than chasing every trend.
What role do influencers and athlete ambassadors play in audience growth?
Influencers and brand ambassadors play a significant role in audience growth. For fitness and top sports brands, these ambassadors are often aspirational figures and can motivate audiences. Whether they’re elite athletes, trainers, or everyday people sharing their fitness journey, this authenticity can drive engagement better than traditional ads.
How can I measure the success of my fitness or sports campaign beyond engagement rate?
Brands can measure the success of their fitness or sports campaigns by connecting results to business outcomes like sales, signups, or app downloads. Track awareness metrics like follower growth, website traffic, and branded hashtag use. Combine numbers with audience sentiment and repeat engagement to gauge lasting impact.
