Gym goers train several times a week and spend on what supports it: activewear, protein, pre-workout, recovery products, and gear. They follow fitness creators, compare labels, and care about fit and performance. Brands that target them include Under Armour, MyProtein, Ghost Lifestyle, Gymshark, ASRV, Rhone, and Ten Thousand. Their ads show how to blend identity, community, and product proof for a buyer who sees fitness as part of who they are. Studying them helps you see which hooks, creators, and offers work for apparel and supplements aimed at people who train hard.
Fitness is part of who they are, so brands that feel like a community earn loyalty.
They want gear that holds up, fits well, and performs during hard sessions.
Athletes and influencers drive discovery, which fits brands like Gymshark.
Protein, pre-workout, and recovery products are part of the routine, as MyProtein and Ghost Lifestyle show.
Many prefer transparent labels and flavors they enjoy.
Some seek affordable basics, others premium technical apparel like ASRV.
ASRV is a premium technical athletic apparel brand selling activewear and gym clothing for men and women. Its range covers tops, bottoms, outerwear and accessories built from performance fabrics, organized around running, training and recreation. The brand sells online and through its own retail stores, including locations in Beverly Hills and San Diego.
Aer is a San Francisco-based technical bag brand founded in 2014. Its lineup spans gym bags, travel packs, and everyday carry backpacks, all built around a minimal aesthetic and functional organization designed for the crossover between daily carry, gym use, and one-bag travel.
Aim'n is a Swedish activewear brand founded in 2013 in Gothenburg, known for its bold print designs in women's gym and fitness apparel. Building a DTC community through Instagram influencer partnerships and strong visual identity, Aim'n competes in the European women's activewear market with a design differentiation strategy.
Alphalete is an activewear brand selling gym apparel and accessories including leggings, shorts, and tops designed for training and everyday wear. Founded by fitness influencers, the brand sells primarily direct-to-consumer online and has built a following in the fitness apparel category. Alphalete advertises across Meta placements.
Asitis Nutrition is an Indian health and fitness brand selling sports nutrition and supplement products, including protein powders and health foods. It positions itself around minimally processed, transparent-label nutrition, selling online and advertising across Meta placements.
Athletic Brewing is a Milford, CT non-alcoholic craft brewery co-founded in 2017 by Bill Shufelt (ex-hedge fund) and brewer John Walker. It is the largest NA craft brewery in the US, offering IPAs, stouts, and wheat beers that compete on taste with alcoholic craft beers. Backed by a $150M+ valuation with AB InBev participation. Also searched as Athletic.
Bang Energy is a Weston, FL energy drink brand founded in 2012 by Jack Owoc. It pioneered 300mg caffeine with supplement-grade ingredients (creatine, BCAAs) in an RTD format, dominating gym channels through aggressive influencer seeding. After legal battles with Monster and PepsiCo, Bang was acquired by Monster Beverage Corporation in 2023. Also searched as Bang.
Bare Performance Nutrition (BPN) was founded in 2012 by Nick Bare in Cedar Park, Texas, while he was an active-duty US Army Officer. Bare built the brand from his dorm room alongside military service, creating a loyal fitness community through his personal YouTube channel (1M+ subscribers documenting training, nutrition, and military life). BPN emphasizes clean labels, third-party testing, and the 'go one more' ethos. Also searched as Bare Performance.
BodyTech was founded in 1999 in Rio de Janeiro as Brazil's first premium gym chain. Beyond fitness clubs, the brand extended into DTC wellness products and supplements sold to members and non-members online, leveraging its reputation for premium Brazilian fitness culture.
Bulk is a UK-based sports nutrition brand selling protein powders, bars, vitamins, and supplements aimed at gym-goers and athletes. It sells direct-to-consumer online and through retail partners, positioning on value pricing alongside third-party lab testing for quality assurance. The brand advertises heavily across Meta placements to reach fitness and bodybuilding audiences.
C4 Energy is the RTD energy drink extension of Cellucor's C4 pre-workout supplement line, launched in 2019 under CEO Doss Cunningham. By leveraging C4 Original's status as the world's best-selling pre-workout, it entered the RTD energy market with built-in gym-channel credibility. Available at Walmart, Target, GNC, and Amazon.
Celsius is a Boca Raton-based thermogenic energy drink brand founded in 2004. Marketed as a metabolism-accelerating energy drink, it dominated gym and campus channels before a $550M Pepsi investment and distribution deal in 2022 made it a mainstream energy category challenger. Now the #3 energy drink brand in the US by volume.
Darkness is Integralmedica's premium-tier supplement brand targeting serious Brazilian athletes and bodybuilders. With a dark, intense visual identity and clinical-grade formulas, it occupies the hardcore performance segment above Integralmedica's core range, sold through DTC and specialty sports nutrition channels.
Doyoueven (DYE) is a Melbourne-based gym apparel DTC brand founded in 2012 by Eddy Ozturk. Starting from a single suburb, it grew through Instagram bodybuilding culture and strategic fitness influencer partnerships to become an internationally recognised activewear brand. The brand is sold exclusively through its own DTC website.
ESN (Elite Sports Nutrients) is a Hamburg-founded sports nutrition brand established in 2004. Germany's largest home-grown sports nutrition brand by revenue, ESN produces protein powders, creatine, and performance supplements in its own German manufacturing facilities. Now part of The Quality Group (alongside nu3 and Body & Fit), ESN maintains strong DTC and Amazon distribution across Germany. Also searched as ESN.
Foodspring is a Berlin-founded premium DTC sports nutrition brand established in 2013 by Tobias Schüle and Lucas Weis. Acquired by Nestlé in 2017 while maintaining its independent DTC brand identity, Foodspring sells protein powders, bars, and supplements through its own website, Amazon, and retail across Europe.
Form Nutrition is a UK plant-based performance nutrition brand founded in 2017 by Natalia Bojanic and Damian Soong. The brand became the first UK protein label to achieve B Corp certification and is known for distinctive product design. In 2023, actor Orlando Bloom joined as Chief Wellness Officer, expanding the brand's celebrity-ambassador reach. Also searched as Form.
GNC is a US health and nutrition retailer founded in 1935, selling vitamins, supplements, and sports nutrition products under its own and third-party brands. It operates a large network of retail stores globally alongside ecommerce, and advertises across Meta placements.
Ghost Lifestyle, sold as GHOST, is a Las Vegas-based sports nutrition brand founded in 2016. It makes pre-workouts, protein powders, energy drinks, and supplements, and is known for full-disclosure ingredient labels and licensed flavor collaborations with popular candy and snack brands.
Gorilla Mind is a Boise-based nootropic and performance supplement brand founded in December 2017 by Derek Munro, creator of More Plates More Dates. The brand converted Derek's YouTube and Reddit following into a high-converting DTC business built on community trust, formula transparency, and creator authority. Also searched as Gorilla.
Founded in 2011, Growth Supplements (growth.com.br) pioneered the DTC supplements model in Brazil, bypassing traditional gym and pharmacy distribution to offer whey protein, creatine, and performance nutrition at significantly lower prices. The brand became the benchmark for accessible sports nutrition in the country. Also searched as Growth.
Gymshark is a British activewear brand founded in 2012 by Ben Francis and Lewis Morgan in Solihull, England, when Ben was 19 years old. Starting by dropshipping fitness supplements and printing apparel in his parents' garage, Ben pioneered influencer gifting — sending gym wear to YouTube fitness creators before influencer marketing existed as a formal channel. Gymshark reached £500M+ revenue and a £1B+ valuation (with General Atlantic investment in 2020), becoming the UK's first DTC activewear unicorn.
HidrateSpark, founded in Minneapolis in 2014, makes smart water bottles with LED glow reminders and Bluetooth hydration tracking that syncs to Apple Health, Fitbit, and other fitness apps. Sold DTC, on Amazon, and through the Apple Store, targeting health-conscious and fitness-focused consumers. Also searched as Hidrate.
Hux Health is a UK wellness brand founded in 2020 focusing on electrolyte hydration tablets and performance-oriented supplements. The brand targets active men with science-backed hydration products designed to support muscle function and physical performance. Products are sold DTC, through Amazon UK, and via specialist wellness retailers including Counter Culture Store. Also searched as Hux.
Hydro Flask, founded in Bend, OR in 2009, pioneered the premium insulated water bottle category. Acquired by Helen of Troy in 2016 for $210M, the brand continues to operate independently, selling DTC and through REI, Target, and outdoor retailers with a Parks For All environmental mission. Also searched as Hydro.
Innermost is a London-based science-backed supplement brand founded in 2017 by former Goldman Sachs banker Shivraj Bassi. The brand structures its product range around specific goals — lean, strong, focus, calm — rather than generic product categories, making supplement selection intuitive for consumers without nutrition expertise. Products are UK-manufactured using evidence-based formulations.
Jimmy Joy ads heavily leverage cost-effectiveness and rapid nutritional benefits to promote their Plenny Shake meal replacement products. Analyzing the Jimmy Joy ad library reveals a sharp focus on high protein and fiber content, targeting busy, health-conscious consumers with strong social proof.
Macro Mike is an Australian health and nutrition brand offering protein powders, nut butters, and snack bars sold direct-to-consumer online and through retail stockists. The brand advertises across Meta placements to reach fitness and nutrition shoppers.
More Nutrition is a Munich-based supplement brand founded in 2017 by Christian Wolf and Mic Weigl. Built on influencer marketing and social commerce, the brand became a category leader in German diet nutrition with products like Total Protein and Booster. Sold DTC and via Amazon across the DACH region.
MyProtein is the European leader in sports nutrition. Marketers frequently study MyProtein ads to understand effective strategies for scaling supplements and apparel globally.
Myvitamins is a UK mass-market vitamin and supplement DTC brand owned by The Hut Group (THG). The brand offers a broad product range spanning vitamins, minerals, weight management, and beauty supplements at accessible price points. THG's centralised performance marketing infrastructure enables Myvitamins to run high-volume acquisition campaigns across multiple international markets.
Optimum Nutrition is a health and fitness brand known for sports nutrition products, including whey protein powders, amino acids, and supplements used by athletes and fitness enthusiasts. It is one of the most widely recognized global sports nutrition brands, sold through retail, gyms, and online, and advertises across Meta placements.
Owala, based in Orem, UT, makes the FreeSip insulated water bottle — a patented lid design that allows both sipping and chugging. The brand went viral on TikTok as a stylish, functional alternative to Stanley, generating massive organic reach backed by DTC, Amazon, and Target distribution.
PROMiXX is a fitness accessory brand that makes portable vortex mixers and protein shaker bottles. Its products use a high-powered mixing action to blend protein and supplement powders into smooth, clump-free drinks. The brand is aimed at athletes, gym-goers and anyone who takes daily protein or supplements.
PhD Nutrition is a UK sports nutrition brand offering protein powders, snack bars, and supplements for gym and fitness consumers. It sells through its own DTC site as well as major UK retailers and supplement specialists, positioning itself on taste and macro-conscious product lines like diet whey and smart bars. The brand advertises across Meta to reach fitness-focused shoppers.
PopBabies is a consumer brand selling compact, portable mini blenders built for quick smoothies and protein shakes away from home. The rechargeable blenders come in colorful designs and target travel, gym and office use. The products are sold mainly through online retailers rather than a prominent standalone storefront.
PranaOn is an Australian sports nutrition brand offering plant-based protein powders and wellness supplements sold direct-to-consumer online and through retail stockists. The brand advertises across Meta placements to reach health and fitness shoppers.
Rhone (rhone.com) is a US men's premium performance apparel brand founded in 2014 by brothers Nate and Kyle Checketts in Greenwich, CT. Positioned as the men's answer to Lululemon, it runs heavy podcast and affiliate spend alongside Meta paid campaigns and owns select retail locations.
RiteBite Max Protein is an Indian food brand selling protein bars, snacks, and nutrition products aimed at fitness-focused consumers. It sells through ecommerce marketplaces, its own online store, and retail across India. The brand advertises across Meta placements to drive sales.
Ryderwear is an Australian activewear brand selling gym apparel, leggings, and training gear designed for weightlifting and fitness. The brand sells direct-to-consumer online and has grown a following among strength-training and bodybuilding communities. Ryderwear advertises across Meta placements.
Stronger is a Swedish DTC activewear brand founded in 2009 in Stockholm by sisters Anna and Elin Fällman. Scaling through influencer partnerships and a strong fitness community, the brand produces women's activewear sold primarily through DTC e-commerce across Europe, competing with Gymshark and Lululemon in the women's gym and fitness apparel segment.
Ten Thousand is a men's training apparel brand selling workout shorts, shirts, hoodies, jackets, joggers, baselayers and accessories. It positions its gear around durability and performance under hard training, summed up in the tagline "Proven Under Pressure". Products are sold direct to consumers through its online store.
The Turmeric Co. was founded in 2017 by Wales and West Brom footballer Thomas Hal Robson-Kanu, who developed the brand after using raw turmeric shots to manage inflammation during his playing career. The brand produces cold-pressed functional shots containing raw turmeric, ginger, and complementary botanicals, sold DTC and in UK retailers. Also searched as The Turmeric.
Transparent Labs is a Salt Lake City-based sports nutrition brand founded in 2012 that built a $100M+ DTC business on a single principle: show every ingredient and dose. No proprietary blends. The brand grew through content marketing, community trust, and formulation credibility. Also searched as Transparent.
Under Armour ads leverage massive promotions and targeted product drops to dominate the athletic apparel market. Analyzing their ad library reveals key strategies for scaling high-volume campaigns.
White Wolf Nutrition is an Australian sports nutrition brand selling protein powders, supplements, and snack products through ecommerce and retail stockists. The brand advertises across Meta placements to reach fitness-focused consumers.
nu3 is a German online retailer specializing in health and nutrition products, including sports nutrition, superfoods, and dietary supplements. Founded in Berlin, it operates a direct-to-consumer e-commerce platform serving customers across Europe.
Gym goers buy for performance, progress, and belonging. Apparel has to fit well, move with the body, and look good in the gym and out of it. Supplements have to taste good, be clear about what is inside, and fit the training goal, whether that is muscle gain, energy, or recovery. Identity plays a big role. Gymshark built around fitness influencers and a community feel, while Under Armour leans on athletic performance. Rhone and Ten Thousand serve men who want durable, premium training gear, some of it suited to work as well as workouts. Ghost Lifestyle brings fun flavors and transparent labels to supplements. When you study ads, note how brands connect to training moments. Do they show a lift, a run, a recovery, or a post-workout shake? Watch the role of creators and athletes, the language around fit and fabric, and the offers used to drive a first order. Price positioning varies widely, from affordable sports nutrition at MyProtein to premium apparel at ASRV.
Show real training. Footage of lifts, runs, and workouts, with the product visibly doing its job, feels authentic. Close-ups of fabric stretch, fit, and stitching serve apparel, while flavor, mixing, and label clarity serve supplements. Creators and athletes are effective because the audience trusts people who train. Challenges, transformations framed carefully, and community content build engagement. Bundles and first-order offers suit supplements, and drops suit apparel. Mistakes to avoid include unrealistic body promises, health claims you cannot support, and stock gym imagery. Keep the focus on the product and the training experience. In AdLibrary, compare how apparel and supplement brands approach the same audience. Look at format, creator use, and offer structure, and see which ads run for months, since those tend to reveal the hooks that stay effective.
Under Armour, MyProtein, Ghost Lifestyle, Gymshark, ASRV, Rhone, and Ten Thousand all target people who train regularly. They cover performance apparel, sports nutrition, and premium training gear for men and women. Filtering by format and run date in AdLibrary helps separate tested creative from short experiments.
They use training footage, fitness creators, and athlete content, with close-ups that prove fit or flavor. Community and identity play a big role, as Gymshark shows. Offers include first-order discounts, bundles, and product drops. Reviewing these brands' live ads in AdLibrary shows which versions stay in market longest.
They highlight taste, label transparency, and training results in a way that fits the routine. Ghost Lifestyle leans on fun flavors and clear labels, while MyProtein is known for accessible sports nutrition. Careful health claims keep the ads credible. Comparing several advertisers side by side in AdLibrary makes the repeating patterns easy to spot.
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