Blog

Partly fueled by months of lockdown, the fitness influencer (or fit-fluencer) business has been going from strength to strength over the last couple of years. With gyms closed and exercise possibilities limited, social media became many people’s go-to resource for workout programmes, and fitness and nutrition advice.

In the UK, who can forget the massive popularity of trainers like Joe Wicks (who also raised nearly £600k for the NHS) or Lucy Windham-Read, army corporal turned personal trainer.

Brands like Peloton saw massive, rapid growth as people invested in home workout equipment to help them maintain their fitness whilst stuck indoors (though Peloton has found that a return to normal has hit sales, and 2022 has seen the brand further battered by negative press surrounding supply chain problems, product fails and even deaths).

But what of the individuals who peddle their fitness and image advice in 2022? How successful are they financially? Where are they really making their money, and who is at the peak of their performance?

Heydiscount.co.uk, one of the UKs leading online discount code sites, has compiled a fit-fluencer rich list report looking at who is in the best shape as we head into 2023.

The report looks at average earnings across Instagram, TikTok and YouTube, and assesses who has the fastest growing audiences.

 

Richest fit-fluencers across all platforms

1. Pamela Raif

Pamela tops the list as the richest fit-fluencer – with estimated total earnings across all platforms reaching a whopping £22,142 per post.

Pamela has been posting her health and fitness routines since 2012, starting on Instagram before building a YouTube channel. Today her workout videos regularly get up to 45 million views, and she boasts the largest social following plus the highest average earnings per post at £22,142.

Pamela Reif – YouTube

 

2. Not far behind is the second richest fitness influencer, Cassey Ho, with estimated total earnings of £21,896 per post.

Cassey began posting pilates videos in 2009.Today, her business empire selling her brand of activewear and fitness accessories earns her an average of £21,896 per post.

blogilates – YouTube

 

3. Third in the overall rich list is Kayla Itsines who earns a respectable average of £14,000 per post

Australian personal trainer Kayla began her career by posting her clients’ weight loss progress images on Instagram. She thenestablished her business empire by publishing a series of e-books and now earns an average of over £14,500 per post.

Kayla Itsines – YouTube

 

Richest TikTok fit-fluencers

1. Demi Bagby

Topping the list of TikTok earnings at £10,907per post is Demi Bagby.

Demi discovered CrossFit after being paralysed for 3 months, and began posting her fitness workouts and challenges on TikTok. She quickly gained a following of 14.4 million and now has over 14 million views on the platform.

Demi Bagby (@demibagby) Official | TikTok

 

2. Roland Pollard

Next on the TikTok rich list is Roland Pollard with earnings per post of £4,772.

The former cheerleader achieved TikTok stardom during the pandemic with his videos of him and his daughter performing impressive cheerleading stunts, gaining 6.4 million followers.

Roland Pollard (@rolandpollard) Official | TikTok

 

3. Justine Becattini

TikTok earnings per post: £3,334

Justine is better known online as Juju Fitcats, and earns £3,334 per TikTok post. She began her career on YouTube in 2017, before expanding to other platforms and has also published two cookbooks and regularly competes in CrossFit competitions.

Juju Fitcats (@jujufitcats) Official TikTok | Watch Juju Fitcats’s Newest TikTok Videos

 

Richest Instagram fit-fluencers

1. Kayla Itsines

Instagram earnings per post: £38,241

One of the top-ranked fit-fluencers overall, Kayla Itsines tops the list on Insta earning a massive £38,241 per post. As well her hugely popularebooks teaching women workouts and nutrition, the personal trainer and author has launched her own app, which she reportedly sold last year for £233 million.

KAYLA ITSINES (@kayla_itsines) • Instagram photos and videos

 

2. Michelle Lewin

Instagram earnings per post: £37,801

Venezuelan fitness model and bodybuilder Michelle Lewin is up next. Michelle grew up in extreme poverty, before discovering bodybuilding and fitness modelling at 17. She now has around 15 million fans on Instagram and earns £37,801 per post.

Michelle Lewin (@michelle_lewin) • Instagram photos and videos

 

3. Jen Selter

Jen Selter’s fitness, lifestyle and recipe posts have built up a following on Instagram of over 13.5 million and put her third place for Instagram earnings, at over £33,000 per post.

Jen Selter (@jenselter) • Instagram photos and videos

 

Richest YouTube fit-fluencers

1. Raul Diaz

Raul Diaz is a cheerleading coach from Dallas, Texas who first shot to TikTok fame posting comedy videos and stunts from his cheerleading gym.His YouTube channel currently has over 2 million subscribers and earns him a massive £314,636 per video.

RaulD33 – YouTube

 

2. Cassey Ho

YouTube earnings per video: £151,491

No. 2 in the overall league table, Cassey Ho also takes second place for YouTube earnings, making £151,491 per video. The pilates instructorbegan with YouTube videos choreographing classical pilates moves to top 40 hits and her blogilates channel today has 7.77 million subscribers.

blogilates – YouTube

 

3. Jesse James West

YouTube earnings per video: £88,585

22-year-old Jesse James West, has become a YouTube star by posting his workout routines, with a growing audience of (currently) 2.15m million subscribers. He earns an estimated £88,585 per video plus cashing inon his own fitness clothing and accessories.

Jesse James West – YouTube

 

Most influential fit-fluencers with the biggest social following

1. Pamela Reif

Total Followers: 18,945,600

Richest fit-fluencerPamela Reifalso has the highest total follower count, at nearly 19 million across the three platforms. She initially built a following on Instagram posting about health and fitness routines before starting a YouTube channel.Now her workout videos regularly get up to 45 million views.

• Pamela Reif – YouTube
• Pamela Reif (@pamela_rf) Official TikTok | Watch Pamela Reif’s Newest TikTok Videos
• Pamela Reif (@pamela_rf) • Instagram photos and videos

 

2. Demi Bagby  

Total Followers: 17,512,000

Demi Bagby is a 21-year-old CrossFit athlete and adrenaline junkie who posts content on sports ranging from sky diving and surfing to skateboarding and gymnastics to over 17.5 million fans across Instagram, TikTok and YouTube.

• Demi Bagby – YouTube
• Demi Bagby (@demibagby) Official | TikTok
• DEMI BAGBY (@demibagby) • Instagram photos and videos

 

3. Jen Selter

Total Followers: 15,954,300

Jen Selter’s fitness routines and nutritional advice have currently gained her a combined total of more than 15.9 million followers. She began her career on Instagram, seeking encouragement for her own fitness journey then built her careerproviding fitness routines and nutritional advice to inspire others.

• Jen Selter – YouTube
• Jen Selter (@jenselter) Official TikTok | Watch Jen Selter’s Newest TikTok Videos
• Jen Selter (@jenselter) • Instagram photos and videos

 

You can read the full report and get some deeper into the stats here Fit-Fluencers – Social Media’s Most Successful Fitness Gurus 

To me, the two biggest take-outs are:

1. The rather obvious conclusion that there is massive potential in the fit-fluencer market
2. Finding your authentic niche is key to success

 

A word of caution for aspiring fit-fluencers

The market is massive, there’s no doubt about it. But there’s also a lot of concern about the connection between body image and mental health, and how the, sometimes unrealistic, images posted by influencers can have a negative effect.

This article from the US National Federation of Professional Trainers highlights some interesting ‘red flags’ relating to some of the less wholesome aspects of the industry, and is worth a read: Fit-fluencer Red Flags (nfpt.com)

 

If you’d like to talk about how to build or develop your influencer marketing strategy or how to connect with the right influencer marketing agency for your brand, get in touch. I’d love to chat.

Gordon Glenister is also the author of the book, Influencer Marketing Strategy. Learn:

• how to build an influencer strategy
• what makes a great influencer
• about the rise of Clubhouse and Tik Tok
• about future digital trends for connecting with a digital customer

Find out more and order your copy at: Influencer Marketing Strategy Book By Gordon Glenister – Gordon Glenister

Did you know that YouTube is the second-most visited website on the internet (after Google), boasting 14.3 billion visits per month, more than Facebook and Wikipedia. Although content creation platforms like TikTok and Instagram are growing rapidly in popularity, YouTube still outstrips them by far.

As a leading expert in influencer marketing, I’m always interested to see who is actually making the big bucks in the world of content creation, so when the latest report YouTube Rich List report from CashNetUSA landed in my inbox, it was great timing.

The report looks across the world at the big picture, and examines major territories.Using SocialBlade’s database of YouTube channel data, CashNetUSA found the top-earning channel in every country/region and was able to estimate the channel’s lifetime earnings.

There’s quite a lot of information, but I wanted to share some of the main highlights with you.

For the full detail, you can also read the complete report here.

 

First, just how big is YouTube?

It’s big.

694,000 hours of video are streamed on the platform every minute, while 500 hours of content are uploaded every minute.

Compare this with Netflix, which, despite streaming feature-length movies, commands just 452,000 streaming hours per minute.

It’s been possible to earn a living from content creation on YouTube since 2007, and a 2019 survey revealed that there’s a whole generation of kids who, having grown up with it, see being a YouTuber as a future to aspire to.

 

What do the world’s biggest overall earning channels have in common?

Maybe then, it’s no surprise that the answer is: kids. The report highlights that YouTube’s Global Rich List is dominated by content created for children.

• The highest earning YouTube channel: American kids’ channel Cocomelon, earning an estimated $282.8m since its creation in 2006. At time of writing, it has over 147million subscribers, which means that (excluding channels run by media organisations), it tops the popularity list.
• In five out of six continents, the most profitable channel was content made for kids. Russia’s Like Nastya ($167.5m) and Argentina’s El Reino Infantil ($102.2m)
• American YouTuber FGTeeV has earned the most of any gaming channel, making over $47m so far.

It’s worth looking at a few other popularity stats at this point. We’re looking at specifically at the Rich List, but it’s interesting to see where some of the highest earners sit within the ‘most subscribers’ list too.

Source: Most subscribed YouTube channels 2022 | Statista

 

Let’s look at what the Rich List revealed by continent.

 

North America

Cocomelon, Babadun VanossGaming Among Continent’s Top Earners

With three-quarters (73%) of U.S. adults reporting that they use YouTube, the US market is huge.

More than 22,000 channels currently boast more than one million subscribers, and YouTubeaccounts for 27%of North America’s mobile video traffic.

As we’ve already seen, with more than 136 billion views on their videos, children’s channel Cocomelon tops the league table of YouTube earnings in North America, and has racked up more than 136 billion views to date.

Against Cocomelon’s $282.8m, next highest earners entertainment channel Babadun, Mexico ($39.3m) and VanossGaming, Canada ($31.3m) may seem small fry, but those are pretty big earnings.

 

South America

Once again, kids’ content is king, with El Reino Infantil (‘the children’s kingdom’) in English out-earning even its closest rivals, at $102.5m. It’s famous for its sing-along videos, which have attracted the attention of some big names.

Brazil, Argentina and Colombia are among YouTube’s 25 largest markets for views, with 274 billion in Brazil alone.

 

Europe —Gaming Channels Dominate but Like Nastya Tops The List

Europe accounts for 27% of YouTube’s global viewing figures, with the U.K., Russia and Spain among its largest markets.

Gamers are higher on the popularity (and therefore, Rich) list here with a gaming content channel being the highest earner in 16 of 45 countries.DanTDM, UK ($39.8m) and Jacksepticeye, Ireland ($32.5m) are the two highest earning gaming channels in Europe.

Once again, though, top of the earnings tree is content for kids, with Russia’s Like Nastya way ahead of the competition at $167.5m.

Like Nastya differs from some of the other kids’ channels in that it belongs to, and is presented by, Nastya herself. Anastasia (Nastya) Radzinskaya is originally from southern Russia, but she was diagnosed with cerebral palsy and moved with her parents to the United States. Her channel, which includes her own music videos, as well as videos of her with her parents, encourage kids to explore the world with her, and are hugely popular, with over 102 million subscribers.

 

Middle East and Central Asia

The Middle East has seen some rapid growth in YouTube channels recently, with the number of channels growing by 160% between 2015 and 2018. The region now has more than 200 channels with over1 million subscribers.

Once again, the wealthiest channel is aimed at children, with Jordanian platform Toyor Al-Jannah (toyoraljanahtv) (which translates as the Birds of Paradise channel) earning nearly $54m. The channel was one of the Middle East’s first child-dedicated YouTube channels, and includes a mixture of songs and videos aimed at children of different ages.

Vlogger Shifa (aka shfa2) comes, by the standards of the rest of the world so far, a fairly close second, at $43m. But before you get too excited about the prospect of a non-gaming, non-kid-centric channel coming high up the earnings list…Shifa’s channel, containing videos of her playing, at school etc is managed by her mum.

Mohammed Moshaya Al-Ghamdi (aka mmoshaya), next in line $34m is styled as ‘the largest family vlogger in the Middle East’, and features an entertaining mix of sketches and family challenges.

 

Rest of Asia and Oceania

The CashNetUSA report excluded many official Bollywood and K-Pop channels from its figures in this region, focussing on individual channels. And, in common with the rest of the world, it is children’s content that thrives here, with India’s ChuChuTV earning $81.6m.

The last decade has seen significant YouTube growth in the Asia-Pacific region, andIndia or South Korea are home to half of YouTube’s 20most subscribed channels. PewDiePie, offering a variety of entertainment videos is quite a success story rivalry with 111 million subscribers (earnings not stated though).

 

Africa

With only around 22% of Africa’s population having internet access, the continent has traditionally represented a smaller market, but there are signs of change here. Kenya, Nigeria and South Africa all have at least 300 channels with more than 100,000 subscribers.

For once it’s not kids’ content that dominates here, with Egypt’s حِرف إبداعية في 5 دقائق (Creative Crafts in Five Minutes) being Africa’s highest-earning channel, at $8.7m. The life hacks and how-to guide ranging from creative projects to household fixes have together been viewed more than 4 billion times.

Arabic language channels are popular across the continent, too, including Algerian cooking YouTuber Oum Walid ($4.9m).

 

The complete report includes a searchable table of results at the bottom, so if you’re interested in looking deeper into the numbers, head on over to the full report here.

In summary…

1. Content for kids dominates YouTube earnings.

According to the report, five of the 10 most viewed YouTube videos of all time* were published by channels specifically creating content for children. For the Wikipedia list of the YouTube top 30, click here.

With around 34% of parents in the US regularly allowing their kids to watch YouTube content (but 61% reporting unsuitable content, it’s not surprising that channels based solely on stuff for kids are popular. (figures according to Pew Research Center)

2. Gaming is the second highest earning genre. YouTube has always been popular with gamers, and videos of Minecraft, the world’s best-selling video game, have been viewed more than a trillion times.

3. YouTube is still growing. Despite competitors like TikTok and Instagram, YouTube’s mainstream popularity means that its growth shoes no sign of slowing down.

 

What does all this mean for you? If you’re a YouTuber (or aspire to be) it might be tempting to think that your chances of success are less if you’re not a kids’ creator or gamer. But remember that, with 694,000 hours of video being streamed on the platform every minute, there’s room for everyone, and with the right approach, you’ve got the potential to earn a living whatever your niche.

 

To talk about how, get in touch.

If you’d like to talk about how to build or develop your influencer marketing strategy or how to connect with the right influencer marketing agency for your brand, get in touch. I’d love to chat.

Gordon Glenister is also the author of the book, Influencer Marketing Strategy. Learn:

• how to build an influencer strategy
• what makes a great influencer
• about the rise of Clubhouse and Tik Tok
• about future digital trends for connecting with a digital customer

Find out more and order your copy at: Influencer Marketing Strategy Book By Gordon Glenister – Gordon Glenister 

*The most viewed YouTube video of all time? Baby Shark. If you really need reminding, click here (But don’t blame me for the earworm!)

The 2022 Youtube Rich List

Inspiration seekers, this is for you!
These are the most inspiring spaces to work from in London

From breathtaking views over the iconic city of London, to Yoga in nature and the most luxurious palm tree courtyards – remote and hybrid workers will find inspiration in these stunning locations sourced and vetted by Othership.

Lobby at Hart Shoreditch Hotel London, Curio Collection by Hilton

Aspire to inspire: London never ceases to surprise and workplaces are no exception. 

Stuck in a rut? Whether you call it writer’s block or creative fatigue, maybe all you need is a change of location. Othership curated a list of the most inspiring places to work from in the capital and their Instagram accounts.

 

beyond Aldgate Twer

Why it’s inspiring: Breathtaking views from the 16-floor glass building with huge windows and plenty of natural light.

Location: Within Aldgate Tower, just 3 minutes from Whitechapel Gallery.

The catch: Day passes are available for £50 per day, monthly coworking memberships for £160 per month or a private office for £499 per month.

https://www.wearebeyond.work

 

Landmark London

Why it’s inspiring: Luxurious interior in an indoor palm tree courtyard from 1899 make it feel like a holiday at the French Riviera – perfect for a calm and relaxed mind!

Location: Next to Marylebone train station

The catch: The place is very popular and hotel guests are given priority in the lobby.

https://www.landmarklondon.co.uk

 

Senate House library

Why it’s inspiring: Surrounded by bookshelves, smoking minds and plenty of natural light at antique-looking desks.

Location: Between Russell Square, Goodge Street and Tottenham Court Road.

The catch: Not everybody likes the type of quiet of a library.

https://www.london.ac.uk

 

The Lodge Space

Why it’s inspiring: Yoga and Pilates classes in a studio overlooking Southwark Park, breathing workshops, massage treatments, plant powered kitchen and the interior of a wooden cabin with a Balinese-inspired secret garden.

Location: Between Canada Water and Surrey Quays

The catch: It’s too inspiring to think of any negatives.

https://www.thelodge.space

 

Hart Shoreditch

Why it’s inspiring: A spacious lobby with lots of natural light and tables that invite for team collaboration.

Location: Between Old Street and Shoreditch High Street.

The catch: As any hotel lobby, it can get a little busy at times.

Book via Othership

 

FBC Clerkenwell

Why it’s inspiring: Family run co-working space with seating by the window overlooking Clerkenwell, plenty of plants and great coffee to keep the mind awake.

Location: Clerkenwell, closest tube station is Farringdon.

The catch: It can be quite busy and a little noisy.

https://www.gofbc.co.uk

 

Mainyard Studios

Why it’s inspiring: Aimed at creatives in multiple locations in East London with music studios, sewing machines, wood workshops and desks in a warehouse setting.

Location: Leyton, Walthamstow, Hackney Central, Hackney Wick, Tomwer Hamlet

The catch: It might be a little too creative for some.

https://mainyardstudios.co.uk

 

The Co-Dalston

Why it’s inspiring: Rustic interior in a small, friendly setting with a bar serving coffee, bagels and Argentinian pastries. For an even more relaxed mind, there is a back garden with plants and decorated in white and baby pink.

Location: Between Dalston and Haggerston.

The catch: It’s a bit harder to reach with the Overground being the only public transport connection.

https://theco-spaces.com

 

Town Sq Islington

Why it’s inspiring: Start Up Club and a collaboration with the local council – community at heart in one of the most vibrant areas of London, Shoreditch. Plus, very affordable coworking memberships.

Location: Around the corner from Old Street.

The catch: The interior looks like a corporate office without any personal touch.

https://www.townsqislington.co.uk

 

Work From – by The Hoxton

Why it’s inspiring: Stunning interior over two floors with breath-taking views towards all sides of London, a Yoga studio and a beautiful terrace to enjoy a drink after work.

Location: Southwark by Blackfriars Bridge

The catch: Coworking memberships for £350 per month.

https://workingfrom.thehoxton.com

 

Moxy London Stratford

Why it’s inspiring: A modern and vibrant interior make this hotel lobby a truly inspiring space for creative minds.

Location: Next to Stratford station and the Westfield shopping centre.

The catch: The lobby can get busy towards the end of the day.

https://www.marriott.com

 

If a change of location stimulates your mind and make you more productive or you would simply like to try as many different workspaces as you can, head over to Othership and find you next hot desk.

Most Inspiring Workplaces in London