Trends Spotlight: Health and Fitness

What's Captifying Health and Fitness across 2025?

Through our unique access to onsite search data—covering 1 billion daily searches over 2 billion devices and 3 million websites—we understand shifting audience behaviours better than anyone else. 

In our latest insights spotlight, we explore the biggest trends reshaping health and fitness in 2025 and what this means for advertisers:

• New Year, New Intent: While diet and exercise dominate year-round,  January sees spikes in alcohol-free searches, creating timely opportunities for brands to engage with seasonal health intentions.
• Spring into Action: Spring triggers running regimes, but audience patterns differ. Female runners are particularly influenced by changing seasons, making timing essential for effective targeting.
• Event-Centric Engagement: Community-driven trends, like Hyrox, saw impressive growth throughout 2024, marking the rise of new fitness endurance experiences.
• Tech-Driven Expansion: Innovation in sports technology and digital platforms is breaking down traditional sports boundaries, opening up opportunities to reach those outside the typical sports fan base.