Data methodology:

We sourced a list of 50 Instagram fitness influencers and 30 YouTube fitness channels from a range of editorial lists and articles.

For Instagram, we then collected each influencer's total follower data before using an earnings calculator to estimate their total earnings per post. The earnings calculator supplied a minimum and maximum price per post, so we took a median average of these two values. Instagram posts were counted manually from 1st of January 2020 until 31st October 12, we then took a monthly average from this data. We're classing a "post" as anything that appears on the Instagram feed, including video and IGTV, this metric doesn't include IG stories.

For YouTube, we found the total video views on each channel's "About" page. Total earnings over time = total views x $0.18, which is the average amount paid out by YouTube's AdSense platform. Financial figures for YouTube don't include 3rd party ads and private sponsorship deals.

Data accurate as of October 2020.

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When it comes to health and fitness, more and more people are turning to social media for advice and inspiration, with a new generation of influencers building loyal online followings. And with this newfound fame comes the potential for a big pay day!

But just how much are the biggest names in online fitness earning with their posts? We’ve looked at some of the most followed fitness influencers across Instagram and YouTube, to see who’s making the most money.

Highest Cost Per Post
Michelle Lewin
£28,133per post
Highest Monthly Salary
Kayla Itsines
£1,798,800per month

Instagram

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Michelle Lewin is the queen of fitness Instagram, making over £28,000 per post. However, with an average of 69.5 posts per month, Kayla Itsines has the highest potential salary, coming in at a whopping £1.8 million per month!

According to our study, female influencers earn 50% more per post than men. The average earning per post for women was £8,312, compared to £5,529 for men.

Graphic showing the difference in salary between male and female Graphic showing the difference in salary between male and female

Youtube

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Despite not having the largest number of subscribers, Fitness Blender was the top earning YouTube channel in our study, making almost £157 million. Yoga With Adriene boasts the biggest following, with over 8.5 million subscribers, but was only the third highest grossing account, with an estimated £102 million total earnings.

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