How Gymondo scaled authentic influence and became Germany’s top fitness app

About Gymondo

Gymondo is the leading online fitness and nutrition platform in Germany. Our goal is to make people fit and happy through exercise – flexibly, individually and in a way that fits into their everyday lives. With a wide range of workout programmes in various areas such as yoga, Pilates, strength training, cardio and much more, as well as healthy recipes and motivating coaches, we accompany our users on their journey to a more active and balanced lifestyle – whether at home, in the office or on the go. 

The Challenge: Build a creator strategy that balances reach, credibility, and long-term impact

Gymondo’s influencer strategy is grounded in sustainable brand growth. Rather than focus solely on short-term campaigns, the brand has set out to build long-term partnerships with creators who genuinely align with their values — spanning fitness, health, nutrition, and mindfulness.

The brand seeks to work with three key groups of partners: athletes and celebrities, influencers and content creators, experienced coaches and sports experts who can tell authentic stories on topics related to sport, health, wellbeing, nutrition and mindfulness.

Within these key groups are diverse profiles that aim to serve specific goals:

• Influencers & creators for interaction and conversion
• Athletes & celebrities for awareness and brand elevation
• Coaches & experts for content depth and credibility

Balancing performance with authenticity is key. Whether launching branded fitness programs or scaling reach via social content, the Gymondo team aims to develop partnerships that feel personal, relevant, and inspiring — while making sure content always delivers.

“We are also currently building our own creator squad, with whom we regularly produce and publish organic reels and TikToks,” comments Gymondo Team Lead Artist and Influencer Partnerships Julia Nentwich. 

“The aim is to use authentic content and creative ideas to specifically address our diverse target group – with formats that have the potential to go viral and maximise our reach organically. We use Kolsquare for sourcing, either through visual search or keywords.”

Working with the Creator Squad allows Gymondo to plan content for the long term and convey its brand message sustainably. It also serves to ensure content produced is authentic and trend-driven, and that it resonates with diverse target groups.

The goal? Viral potential, real connection, and organic reach — all built through creator-led storytelling.

Real Results: From trend co-creations to top performing programs

A key pillar of Gymondo’s strategy goes beyond simple sponsored content and conversion links. The brand regularly co-develops exclusive fitness programs with creators and licensed trainers with the aim of tapping into new fitness trends — think hula-hooping, barre or pilates — and tailoring formats around individual creator personalities and the Gymondo community.

Take, for example, TV personality Lola Weippert, who partnered with Gymondo to launch “Kurz & Knackig mit Lola Weippert” (Short & Sweet with Lola Weippert) — a series of short, high-impact workouts built around her lifestyle. Co-created with her trainer Bea, the program resonated with audiences like young mothers and fitness newcomers — and quickly became one of Gymondo’s top 10 most-used programs this year.

“Our co-creations are long-term partnerships. It’s not just about promotion — it’s about building a program together that our community can connect with and return to,” comments Julia Nentwich.

All of Gymondo’s workout videos are led and instructed by licensed trainers. The creators, on the other hand, bring their personality, energy and unique style to the table – they are largely responsible for the vibe and emotional appeal of the workouts. This combination of expertise and authenticity creates a particularly motivating and approachable user experience.

Building trust through personal relationships

The biggest challenge for Gymondo’s influencer strategy often lies in perception: programmes developed with influencers who are not known in the sports industry are sometimes met with scepticism. To counteract this, the brand ensures that every creator has a truly personal and authentic story and works closely with professional, licensed trainers who stand for quality, safety and effectiveness of the content.

Gymondo sees influencers not as one-off collaborators, but as brand ambassadors. Relationship building is central to the strategy, with frequent, transparent communication around performance, new ideas, and future plans.

By partnering closely with creators and their management, the team ensures that each campaign is co-developed with shared goals and mutual respect.

“We are in constant dialogue – whether it's about new campaign ideas, performance evaluations, products and projects or the next steps in the partnership. In this way, we create genuine co-creation rather than pure advertising integration,” comments Julia Nentwich.

Leveraging Kolsquare for creator sourcing, evaluation, and co-creation

As Gymondo explores new platforms like TikTok, builds out its creator squad, and continues experimenting with branded fitness programs, Kolsquare remains a vital partner in helping the team scale its influencer strategy.

With platform insights, discovery tools, and content evaluation all in one place, Gymondo can move faster, collaborate smarter, and stay ahead of fitness and creator trends — while staying true to what matters most: authenticity, effectiveness, and community.

To fuel its growing creator ecosystem, Gymondo uses Kolsquare across the entire influencer marketing pipeline — from identification to reporting.

Key Kolsquare features the Gymondo team relies on

• Search and Visual Discovery: To find talent that matches both brand and campaign needs — especially using keywords and lifestyle visuals.
• Lead Lists: To manage and nurture promising profiles over time.
• Performance & Audience Tabs: To evaluate fit based on audience demographics, engagement quality, and prior brand collaborations.
• Content Analysis Tools: To review past content, including stories and links, giving the team a rich sense of the creator’s tone, topics, and potential.

“We particularly appreciate the ability Kolsquare gives us to analyse historic content in detail. This gives us a complete picture of the creator, their style and topics, but also important events in their life, such as weddings or new babies. It gives us a 360° view of the creator and helps us build stronger relationships with thoughtful, timely outreach,” comments Julia Nentwich.

“Here we can also see whether creators tend to work out at home or at the gym, what sports they prefer, etc., so we can make the right decision and formulate a personalised approach.”

This not only opens up creative possibilities for content, but also helps Gymondo with relationship management by allowing them to engage in a targeted and attentive manner during personal moments.

Want to find out more about how your brand can leverage Kolsquare for authentic, impactful influence campaigns? Book a demo with one of our influence experts now!