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10 Fitness & Wellness Brands Winning with Content Marketing

If you’re a brand selling into the health, fitness, and wellness space, you’ve got a bright future!

The supplement market alone is expected to reach nearly $200 billion by 2025, growing 7.8% annually along the way. Plus, it’s easier than ever to open your own online store.

But where there’s growth and a low barrier to entry, there’s competition.

The differentiator between fitness & wellness brands that ride the wave of market growth and those that fall behind will be how well they use content marketing.

Why Your Fitness & Wellness Brand Needs a Blog

People are more than twice as likely to buy from a brand after reading a piece of educational content on their blog.

An advantage like that is just what a small ecommerce business needs to take on larger brands. Not to mention, blog content is a really good way to drive inexpensive traffic from social media and convert those visitors to email subscribers.

But here’s the thing (there’s always a thing): There are around 500 million blogs on the internet in 2019. (Compare that to just 23 in 1999!)

The bottom line is that blogs offer growing businesses in the fitness & wellness industry a lever to grow brand awareness and win against larger competitors. But those blogs need to be good to cut through the clutter.

What Makes a Blog Good (Or, Even Better, Great)?

If there’s anything we know, it’s blogging. Hundreds of small businesses use the Matcha platform to increase traffic, leads, and sales with their blogs. In our experience working with these companies, we’ve found four onsite characteristics that can make or break a blog’s performance.

  1. Usability: Can readers find the blog on your website? Is it easy to navigate and find relevant content?
  2. Design: Is the layout attractive? Does the aesthetic match your brand? Does the design consider the user?
  3. Content: Is there fresh content added regularly? Are the posts helpful and written with empathy for the reader? Or are they salesy and too product-focused? Is there content for each phase of the buyer’s journey? For each persona?
  4. Conversion: Once a reader is in the blog, how will they be converted to a lead? Then converted to a customer?

Of course, showing is better than telling. We’ve gathered 10 blogs from health, fitness, and wellness brands that are crushing one, if not all, of these characteristics. Whether you’re launching a new blog or giving yours a tune-up, these ecommerce businesses’ blogs will surely spark some ideas.

So…scroll on, get inspired, and start blogging.

1. Binto

Producer of personalized women’s health supplements

We especially love the…

compassionate approach to personal subjects

Empathy for your audience is a critical attribute of a great blog, and Binto nails it.

Binto offers personalized health supplement plans and products. Their blog takes on some pretty personal topics, like fertility, mental health, and aging. They tackle these topics with zero judgment and obvious care for their audience, and the information they provide is both useful and deeply empathetic.

2. Vega

Maker of sustainable, plant-based protein powders and other nutrient-dense products

We especially love the…

well-organized blog structure

Your website is often the first interaction someone has with your business, and you only get one shot at a first impression. Make your blog beautiful, clean, and easy to use.

Vega’s blog is a perfect example. It’s organized more like a resource library than a traditional blog, so readers can quickly find exactly what they’re looking for. Vega’s team publishes evergreen content that won’t get stale after one season, so their articles have a long-term impact on traffic and SEO. And with topics ranging from training tips to advice for living more sustainably, there’s something for everyone in their target audience.

3. BPI Sports

Supplier of fitness supplements that allow you to train to the best of your ability

We especially love the…

blend of branded, product-focused, and educational content.

A blog does a lot of jobs across the entire buyer’s journey. It will generate high-value traffic, convert traffic to leads, and influence buying decisions.

The BPIS blog has content designed for each of these jobs. It introduces the brand with helpful “awareness” content, provides recipes featuring their products, and teaches readers how taking supplements can support their goals.

4. Soul Cycle

New York-based chain of indoor cycling gyms

We especially love the…

attention to the entire sales funnel

SoulCycle blog screenshot

Soul Cycle is another brand publishing content that works across the entire customer awareness funnel. The New York-based chain of indoor cycling gyms publishes general health and nutrition content (awareness), inspirational stories from clients (brand), and instructor bios and class information (product).

5. Spartan

International obstacle race series

We especially love the…

community-building content

Spartan isn’t just a race series; it’s a community. Participants identify as Spartans, and the races have become somewhat of a family reunion. The result is brand loyalty at a level few other companies achieve.

Spartan’s blog has become an integral tool in building this incredible community spirit. Articles introduce us to inspirational Spartans who have overcome challenges and teach us about the value of teamwork in family and personal life.

6. Lululemon

Yoga inspired, technical athletic apparel company for men and women

We especially love the…

inspirational imagery

Few brands have tapped into the psyche of health and wellness better than Lululemon. They’ve built a brand that’s the right combination of welcoming, helpful, and, most of all, inspirational.

Images are incredible tools for inspiration. They can convey movement, power, tranquility, or excitement. Lululemon matches their blog content with imagery that inspires just the right frame of mind. When appropriate, they also use those images to showcase their products in the context of helpful content.

7. Bowflex

Creator of fitness training equipment for home gyms

We especially love the…

recipes

Bowflex blog screenshot

Bowflex’s blog content runs the gamut from fitness tips to recipes.

That’s right: Recipes aren’t just for food bloggers and kitchenware brands. Everybody eats, after all. Recipes that are tailored to your audience are a great way to bring the right people to your website and get them thinking about your brand as a helpful resource that they can trust.

Bowflex publishes excellent recipes and cooking tips for their health-conscious readers. When you pair these recipes with blog posts about getting a great workout and the latest Bowflex products, you’ve got a well-rounded blog that speaks to buyers at every stage of the customer journey.

8. Nerd Fitness

Online health and fitness education and coaching from a nerd’s point of view

We especially love the…

value-based conversion tactics.

Readers came to your blog because you offered something specific they found valuable. Want to convert readers to email subscribers? Offer more value, and make it specific.

Nerd Fitness doesn’t just say, “Give us your email address and we’ll send you content.” They make it clear that if you subscribe, you’ll get a guidebook that helps newbies avoid the most common mistakes when getting healthy. That’s specific value.

9. BlueCross BlueShield of Tennessee

Supplier of comprehensive health insurance policies

We especially love the…

multichannel distribution strategy.

BCBS of Tennessee does a lot right with their blog. It’s well organized, attractive, and filled with a ton of content on a bunch of topics that are likely to help their target audiences.

But we really love that they don’t keep all that greatness confined to their site. They distribute those helpful articles thoughtfully on social media platforms like Twitter and in their newsletter. So it’s out there attracting new potential customers to their website and continuing to keep current followers engaged.

10. Superfeet

Footwear insole manufacturer with a long history of product innovation

We especially love the…

personalized product links.

When you’re hoping to convert a reader to a customer, the more personalized you can make the transition, the better.

Superfeet has products for a variety of audiences, from hardcore athletes to the slightly more sedentary among us. So, each article is accompanied by a call to action to check out the product that’s most closely associated with the topic at hand.

Reading an article about the best hikes in Colorado? Boom! Here’s a link to the best hiking insole money can buy. Reading about trail running? There’s a product for that, too!


Holistic wellness offers huge benefits across all stages of life. As awareness of these benefits increases, so will the market for brands that help people achieve their goals.

But, so will the competition for their attention and dollars. Offering a great product will only be the first step to success.

As these ten health, wellness, and fitness companies demonstrate, a high-performing blog is critical for brands that want to stand out and sell more against larger, more entrenched companies. To get your blog performing well, you’ll need to publish great content, distribute it to the right people, and have a plan for measuring success.

Need some help? This guide will walk you through everything a direct-to-consumer brand needs to know about creating a high-performance blog.

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