Today's leading fitness brands, such as Gymshark, Alo Yoga, and Nike, go beyond selling products like leggings and sports bras to promoting a lifestyle centered on strength, consistency, and self-worth. Through aspirational marketing, they position fitness as an integral part of personal identity and empowerment. These brands inspire audiences by sharing relatable transformation stories through ambassadors and creating engaging content that reflects the ideal self. They emphasize wellness as a holistic journey and foster online communities that build motivation and brand loyalty. By tapping into emotions such as resilience and confidence, they create connections that go beyond their products.

I asked our PR and growth experts: Which fitness or wellness brand do you think has done the best job of promoting a healthy lifestyle through its branding and marketing? What specific campaigns or strategies have stood out and why?

I also asked the experts to advise early-stage fitness brands on how to align image, influencer partnerships and digital presence to communicate results and promote an authentic and sustainable lifestyle.

Here is the insight.

• Preview instead of surprise drops to reduce overwhelm
• To precisely speak to the right pain, in the right voice, at the right time.
• Fitness functionality tied to real-world survival
• Supporting consistency for people balancing careers, training, and family
• Anchor your brand in why people start
• Show how it fits into their day.
• Growth comes from human connection
• Position your brand as long-term partners in health, not quick-fix solutions.

Preview instead of surprise drops to reduce overwhelm

Emily Reynolds-Bergh, Owner at R Public Relations

"SET Activewear has quickly positioned itself as a lifestyle brand and status symbol among Millennials and Gen Z. While the brand’s marketing hasn’t been perfect, it does a few things differently: first, rather than surprise drops, SET sends its email list a preview of every item and color in its next drop so consumers can plan their spend, decreasing overconsumption and removing the exclusivity factor.

Second, SET engages a wide variety of customers and influencers to create UGC content and features these individuals in its marketing, creating a special connection between itself and its audience.

Third, SET drops garments in collections that take inspiration from trending moments, all while carrying a “core” series of basic year-round. All of these strategies would be great for new fitness brands to test."

To precisely speak to the right pain, in the right voice, at the right time.

Gigi JK, Founder at ImpelHub

"In the early-stage wellness tech space, few brands capture “authentic performance” better than Aypex, a sports-tech startup carving out a new category: psychophysical performance. Their brand strength didn’t start with slick visuals or paid ambassadors, it started with clarity.

Founder JT Winston, a former NCAA rower and three-time ACL surgery survivor, built AypexMove from a raw insight: physical readiness means nothing if your mindset isn’t there. That origin story became more than narrative, it shaped the product, positioning, and go-to-market.

But here’s what most don’t see:
The leap from gut instinct to strategic clarity didn’t happen in isolation. Working with an external team at ImpelHub, through a systemized growth framework, AypexMove pressure-tested 50+ GTM strategies, scored them across impact and innovation, and mapped them to JT’s lived insight. The outcome? A brand that speaks in proof, not promises—with pilot programs led by athletes, zero-click category content, and trust metrics embedded in onboarding.

For early-stage fitness founders:
The best “influencer” you have is the lived truth of your product. But translating that into a growth engine requires structured thinking, fast testing, and strategy that goes deeper than aesthetics. The question isn’t how loud your brand can be. It’s how precisely it speaks to the right pain, in the right voice, at the right time.

Influence isn't reach. It's resonance.
And clarity is what unlocks it."

Fitness functionality tied to real-world survival

Ryan Burch, Managing Partner at Tobie

Apple Obviously, Apple is a branding powerhouse. What’s worth pointing out is how they’ve applied that strength to drive wellness campaigns around the Apple Watch. The brilliance starts with the user experience of “closing your rings.” It’s a framework built on symbolism, gamification, and real human storytelling—all designed to influence behavior and build community. The rings are simple visual metaphors for progress and consistency. Closing them becomes a daily ritual, and over time, part of your identity. It’s a shared language among watch wearers.

They reinforce that with smart gamification: streaks that make you not want to break the chain, challenges that add accountability, and badges and nudges that recognize your momentum. Then there’s the storytelling. Apple ties fitness functionality to real-world survival—people whose lives were literally saved because of their Apple Watch. You don’t have to look far to find the PR those stories have generated. And their campaigns are just as compelling:

Calm.com What’s interesting is that Calm’s app is also gamified. It tracks meditation streaks, celebrates milestones, and nudges users with gentle prompts. There’s community built around those rituals. One of it's most recent campaigns takes a decidedly different approach though. Whereas Apple utilized 911 calls in a loud, more urgent stance, Calm's brand alignment struck a different tone. During the 2024 election, they bought a 30-second ads on major network television - just ambient music and a pulsing Calm logo. No pitch. No voiceover. Just… silence. It was brilliant. While every other brand was fighting for attention with intensity, Calm created tension by removing it. They let the moment breathe—and it worked. The ad was shared widely, covered in every major outlet, and positioned the brand as an antidote to anxiety in a year full of it. From a PR perspective, that campaign is a great reminder that sometimes the best stories are implied.

The Calm spot didn’t need to list benefits, features, or stats. The story was in the contrast. In the middle of chaos, they chose quiet. That restraint said everything. It’s a strategy more wellness brands should consider—especially when the product is about mental clarity or emotional regulation. You don’t always need a testimonial or a voiceover to tell your story. Sometimes you just need space."

Supporting consistency for people balancing careers, training, and family.

Todd Stephenson, Co-founder at Roof Quotes

"I think WHOOP has done an incredible job blending wellness with data-driven accountability. What’s smart about their brand is how they’ve made recovery and sleep just as aspirational as maxing out a lift. Their “Know Yourself” campaign hit home because it didn’t just show elite athletes. It highlighted people balancing careers, training, and family while using their data to make better choices. I’ve got buddies in Nashville who used WHOOP to spot early signs of overtraining or even illness, which helped them stay consistent without burning out. Their daily strain and recovery scores gave them a reason to rest without feeling guilty, which is something most fitness brands ignore. That shift toward long-term health is what makes them stand out.

If I were launching a fitness brand today, I’d bake that same honesty into everything. Not just highlight PRs but spotlight the small wins too, like hitting three good nights of sleep in a row or getting out for a walk after a tough day. Partner with people who aren’t just influencers but actual users who show up on the hard days. Your Instagram shouldn’t look like a glossy magazine spread. It should feel like your customer’s camera roll. That’s how you earn loyalty, not just likes."

Anchor your brand in why people start

Samuel Huang, CEO at Telegram Ads Agency

"What’s always fascinated me about fitness branding is how it mirrors human behavior—people don’t just want products, they want transformation. One campaign that really stuck with me was Alo Yoga’s “Mindful Movement” series. It wasn’t just about yoga pants—it was about slowing down, resetting, and making wellness a daily ritual. They weren’t selling gear; they were selling a way of living that felt grounded and real.

Early-stage fitness brands often rush to mimic big-brand aesthetics—glossy reels, fitness models, high-energy edits. But that’s not what creates lasting connection. What works is anchoring your brand in why people start. We once worked with a niche fitness client who built an entire content series around “firsts”—first push-up after surgery, first gym session post-breakup, first time showing up. It hit because it felt earned and human.

If you’re just starting out, don’t hunt for perfect influencers—look for people who embody your values and have stories that resonate. Build digital spaces where community happens naturally—think progress threads, live check-ins, or member features. The goal isn’t to impress; it’s to reflect. That’s how brands stop being just a logo—and start becoming part of someone’s identity."

Show how it fits into their day.

Katie Breaker, Sales Director at BirdieBall Golf

"We make training gear for people trying to stay consistent and improve at home. We’ve had to figure out how to keep people engaged without relying on hype, which is something fitness brands struggle with all the time.

Alo Yoga is one of the few that’s actually built something lasting. Alo Moves gives people a way to use the brand every day. That makes the brand useful, not just inspirational. It becomes part of a routine, not just something you wear. That’s a big difference.

Most early brands miss the mark by making everything look perfect. But your customer is in the middle of building a habit. They’re tired. They’re busy. They don’t need a polished story. They need something that helps them keep going. If your product supports short workouts or daily movement, show how it fits into their day. Be specific. Don’t just say “empowerment” and hope it lands.

Influencers only work when they use the product in a real setting. We’ve gotten more traction from phone-shot backyard golf videos than anything filmed in a studio. People trust what feels familiar. That’s what you want your content to deliver.

If your brand consistently supports the effort your customer is already putting in, they’ll stick with you. They don’t need more noise. They need steady proof that what they’re doing matters. That’s what builds loyalty."

Growth comes from human connection

Kevin Heimlich, CEO & Founder at The Ad Firm

"If I had to pick one brand that gets it, it’s Gymshark. They didn’t just sell gym clothes. They made people believe in the idea of showing up for themselves. What stood out to me was how they worked with everyday athletes, not big-name celebrities but personal trainers and fitness junkies who share their journeys with all the ups and downs.

One campaign that hit the mark was “We, The Changemakers.” It talked about mental health, failure, and starting over, which takes guts. It told people, “You don’t have to be perfect. You just have to keep going.” That message sticks more than any perfect six-pack photo.

Advice for New Fitness Brands Don’t try to look perfect. Show real progress. Let your customers be part of the story. If you’re working with influencers, choose the ones who train at 5 AM and still have a day job, the people who respond to comments, and those who face challenges.

When gym brands encourage their trainers to share behind-the-scenes content without filters or scripts, it often leads to stronger engagement. People are drawn to real moments, not just polished highlights. That kind of honesty builds trust. It gives the audience something to connect with beyond the product. Growth comes from that connection, not by being the flashiest brand but by feeling honest and human.

That’s how you grow something people care about. Not by being the biggest. By being the most real."

Position your brand as long-term partners in health, not quick-fix solutions.

Jasmine CharbonierJasmine Charbonier, Content Marketing Strategist

"I've worked with a few fitness brands over the years, and Nike consistently stands out as the master of lifestyle marketing. The thing is, they rarely talk about their actual products — instead, they tell stories of everyday athletes overcoming obstacles. Their "Just Do It" campaign has lasted 30+ years because it taps into something deeper than sports gear.

And let me tell you about Gymshark's approach to micro-influencers (it's transformed how I structure ambassador programs). They built their empire by partnering with small, passionate weightlifters who had maybe 10K followers but insane engagement. These weren't polished influencers — they were real people posting sweaty gym pics.

After managing countless fitness launches, here's what actually works: Start by documenting real customer transformations — and I mean the messy middle part, not just before & afters.

The key to influencer partnerships is finding people who genuinely use your product. I made this mistake early in my career, chasing big names who clearly didn't care about the brand. Now I look for micro-influencers who've mentioned similar products organically.

For digital presence, focus on education over inspiration. My most successful clients spend 80% of their content teaching form, nutrition basics, and recovery tips. Pinterest saves on their educational content are consistently 3x higher than their promotional posts.

Stories sell better than stats. When I help brands develop their message, we dig deep into customer interviews to find emotional triggers. One brand I worked with completely shifted their marketing after we discovered their customers cared more about having energy for their kids than losing weight.

Your social media should showcase the journey, not the destination. I've found that behind-the-scenes content showing real people (employees, customers) struggling through workouts gets 2x more engagement than polished gym shots. The authenticity resonates.

Remember to build community before pushing products. I always advise new brands to spend 3-6 months just fostering connections through free workout groups or challenges.

The most successful fitness brands I've worked with position themselves as longtime partners in health, not quick-fix solutions. That means creating content for every stage of the fitness journey & celebrating maintenance as much as transformation."

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