Rascasse Audience Intelligence

Fitness First Target Market in Germany

A data profile of the people who buy, follow and care about Fitness First in Germany — modelled from more than twelve digital signal sources. Fitness First has an estimated audience of 2,731,881 people in Germany.

#2among Fitness in Germany#293among Brand in Germany#195in Sports

The average Fitness First fan in Germany is 39.4 years old, more female, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Baden-Württemberg, Hessen.

Top brand affinities include Clever Fit, Natural bodybuilding, More Nutrition, with strongest over-indexing on Clever Fit (23.83× the country average).

Demographically, the Fitness First audience skews more female with an average age of 39.4, and over-indexes on personality traits such as Sports Activity, Healthy Lifestyle.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Fitness First fan in Germany is more female, around 39.4 years old, with strong Sports Activity tendencies and a notable affinity for Clever Fit.

Category: Sports · Type: Brand · Subtype: Fitness

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Fitness First profile in Germany.

Audience size
2.7M
in Germany
Gender
60.4%♀
39.6% male
Age
39.4
average years
Country rank
#2387
Brand in Germany
Fig. 01

Search interest · 12-month trend

+26%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Fitness First

60.4% are female, 39.6% are male, average age 39.4.

Fig. 02

Gender split

60.4%
Female
39.6%
Male
Demographic split for Fitness First audience in Germany
MetricValue
Female60.4%
Male39.6%
Average age39.4
Estimated audience size2,731,881
Fig. 03

Age distribution

Ø 39.4
average years
Age distribution of the Fitness First audience in Germany
Age bracketShare%
16-1918%
20-2920%
30-3921%
40-4924%
50+18%
Fig. 04

Worldwide distribution

39.5%

of the worldwide Fitness First audience comes from Germany.

Worldwide audience distribution share by country for Fitness First
CountryShare
Germany39.5%
United Kingdom13.5%
Australia9.5%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Fitness First audience in Germany is strongest.

Fig. 05

Top regions by affinity

Fitness First customers by region in Germany
#RegionReachAffinity×
01Hamburg~200K3.26×
02Berlin~200K2.03×
03Hessen~400K1.96×
04Baden-Württemberg~400K1.12×
05Bremen~20K1.09×
06Nordrhein-Westfalen~500K0.95×
07Saarland~30K0.93×
08Bayern~400K0.91×
09Sachsen~90K0.69×
10Brandenburg~50K0.67×
11Rheinland-Pfalz~80K0.62×
12Niedersachsen~100K0.56×
13Schleswig-Holstein~50K0.49×
14Sachsen-Anhalt~20K0.35×
15Thüringen~20K0.31×
16Mecklenburg-Vorpommern~10K0.24×
Fig. 06

Affinity by region

Affinity by region — Fitness First, Germany
0.24×1.00×3.26×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Fitness First audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Fitness First audience
#·InterestCategoryAffinity×
01CreatineHealth35.84×
02Basic FitSports24.23×
03Clever FitSports23.83×
04Anaerobic exerciseSports22.88×
05Bench (weight training)Sports22.69×
06Kieser TrainingSports15.90×
07Protein barFood & Beverages15.28×
08DeadliftSports13.20×
09Natural bodybuildingSports12.77×
10Rings (gymnastics)Sports12.69×
11DumbbellSports12.33×
12Female bodybuildingSports12.13×
13Push-upSports11.60×
14High-intensity interval trainingSports6.55×
15More NutritionHealth6.46×
16Fitness and figure competitionSports6.27×
17Crossfit TrainingSports5.70×
18Bodybuilding & FitnessSports5.52×
19ESNHealth4.95×
20Strength trainingSports4.03×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Fitness First audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Fitness First audience · What stands out
TraitClusterDeviationScore
Sports ActivityPOWER1.96×
Healthy LifestyleBALANCE1.73×
Risk AppetiteTHRILL1.51×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Fitness First audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.93×
TraditionCONSERVATISM1.06×
IndividualismJOY1.08×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Fitness First's target market in Germany?

Fitness First's target market in Germany covers an estimated 2,731,881 people, concentrated in Nordrhein-Westfalen and Baden-Württemberg.

02

What is the gender split and age of Fitness First customers?

60.4% of the Fitness First audience are female, 39.6% are male, with an average age of 39.4 years.

03

Which brands do Fitness First fans like most?

Fitness First fans show strongest brand affinity for Clever Fit (23.83×), Natural bodybuilding (12.77×), and More Nutrition (6.46×) over the country average.

04

Where do Fitness First fans live in Germany?

Fitness First fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~500K), Baden-Württemberg (reach ~400K), and Hessen (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do Fitness First fans also like?

Beyond Fitness First itself, the audience over-indexes on Natural bodybuilding (12.77×), More Nutrition (6.46×), Female bodybuilding (12.13×), and Push-up (11.6×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Fitness audiences in Germany

See Fitness First audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Fitness First. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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