Rascasse Audience Intelligence

Fitness and wellness Audience in United States

A data profile of the people who buy, follow and care about Fitness and wellness in United States — modelled from more than twelve digital signal sources. Fitness and wellness has an estimated audience of 166,140,000 people in United States.

#8among Lifestyle cluster in United States#9among Topic in United States#4in Sports

Fitness and wellness fans in United States are concentrated in Florida, with strong brand affinity for Sabrina Carpenter.

The audience is concentrated in Florida, California, Texas.

Top brand affinities include Sabrina Carpenter, Hair Extensions, MLB.com, with strongest over-indexing on Sabrina Carpenter (2.83× the country average).

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Fitness and wellness fan in United States shows strong Mindfulness tendencies and a notable affinity for Sabrina Carpenter.

Category: Sports · Type: Topic · Subtype: Lifestyle cluster

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 and wellness profile in United States.

Audience size
166.1M
in United States
Country rank
#15
Topic in United States
Fig. 01

Search interest · 12-month trend

-16%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Fitness and wellness fans

Fig. 02

Gender split

Demographic split for Fitness and wellness audience in United States
MetricValue
Estimated audience size166,140,000
Fig. 04

Worldwide distribution

22.5%

of the worldwide Fitness and wellness audience comes from United States.

Worldwide audience distribution share by country for Fitness and wellness
CountryShare
United States22.5%
India7.3%
United Kingdom4.5%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Fitness and wellness audience in United States is strongest.

Fig. 05

Top regions by affinity

Fitness and wellness fans by region: top regions in United States
#RegionReachAffinity×
01Florida~17M3.01×
02New Jersey~6.5M1.48×
03North Dakota~500K1.34×
04Vermont~400K1.24×
05South Dakota~500K1.23×
06Alaska~400K1.23×
07Delaware~500K1.18×
08Montana~500K1.14×
09Rhode Island~600K1.13×
10Maine~700K1.11×
11New Hampshire~700K1.09×
12Hawaii~800K1.08×
13West Virginia~800K1.07×
14Idaho~900K1.06×
15New Mexico~900K1.05×
16Nebraska~900K1.04×
17Washington, District of Columbia~500K1.04×
18Mississippi~1.5M1.01×
19Arkansas~1.5M0.98×
20Kansas~1.5M0.97×
21Iowa~1.5M0.96×
22Arizona~3M0.95×
23Oklahoma~1.5M0.94×
24Louisiana~2M0.93×
25Nevada~1.5M0.93×
26Utah~1.5M0.93×
27Kentucky~2M0.92×
28Connecticut~1.5M0.92×
29South Carolina~2.5M0.91×
30Alabama~2M0.91×
31Oregon~1.5M0.90×
32Missouri~2.5M0.88×
33Wisconsin~2M0.88×
34Minnesota~2M0.88×
35Tennessee~3M0.87×
36Indiana~2.5M0.87×
37Maryland~2.5M0.87×
38Colorado~2.5M0.87×
39North Carolina~4.5M0.86×
40Massachusetts~3M0.85×
41Washington~3M0.84×
42Michigan~3.5M0.83×
43Virginia~3.5M0.83×
44Ohio~4M0.81×
45Texas~11M0.80×
46Georgia~4M0.80×
47Pennsylvania~4.5M0.79×
48New York~7M0.78×
49Illinois~4.5M0.78×
50California~12M0.64×
Fig. 06

Affinity by region

Affinity by region — Fitness and wellness, United States
0.64×1.00×3.01×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Fitness and wellness audience
#·InterestCategoryAffinity×
01Sabrina CarpenterMusic & Radio2.83×
02Iyengar YogaSports2.20×
03Yin yogaSports2.01×
04Bikram YogaHealth2.01×
05Love & Hip Hop: AtlantaMovies & TV1.88×
06SZA (singer)Music & Radio1.88×
07Reneé RappMusic & Radio1.87×
08Hair ExtensionsBeauty & Wellness1.80×
09Human Hair ExtensionsBeauty & Wellness1.78×
10HarmonicaMusic & Radio1.76×
11CalisthenicsSports1.75×
12Karma yogaHealth1.72×
13BarbellSports1.69×
14EverlaneFashion & Accessoires1.63×
15Long LashesBeauty & Wellness1.60×
16Zara LarssonMusic & Radio1.60×
17MLB.comSports1.59×
18Princess PollyFashion & Accessoires1.57×
19Black-ishMovies & TV1.55×
20Manicure & PedicureBeauty & Wellness1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Fitness and wellness 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 and wellness audience · What stands out
TraitClusterDeviationScore
MindfulnessBALANCE0.97×
Sports ActivityPOWER0.90×
Pet OwnershipJOY0.87×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Fitness and wellness audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.60×
Need for SecurityCONSERVATISM0.60×
TravellingTHRILL0.66×
0×1.00× baseline2×
Appendix

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How to read this data

Audience size is the estimated number of people in United States who actively search for Fitness and wellness. 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 United States. 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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