FROM MARVEL AND THE DCU’S STACKED CAST OF ASS-KICKING SUPERHEROES TO RUNWAY-STRUTTING SUPERMODELS, COUNTLESS CELEBRITIES ARE CELEBRATED (AND ENVIED) FOR THEIR MIGHTY MUSCLES AND SCULPTED SILHOUETTES BUT SOME EVEN TURN THIS PASSION INTO A POWERHOUSE BRAND. THIS SUMMER, SQUAT, SPRINT, AND TRAIN WITH THIS YEAR’S SPREAD OF HOLLYWOOD-BACKED FITNESS FARE, PLUS CHISELED INFLUENCERS TAKING SOCIAL MEDIA

BY STORM BY INDUSTRY STAFF

DWAYNE “THE ROCK” JOHNSON Project Rock

In 2019, the Rock teamed with sportswear powerbrand Under Armour on a collection of sweat-ready, gym-focused apparel for men, women, and kiddos. Six years later, the collab is still picking up steam, most recently announcing the Project Rock Training Collection fronted by WWE powerhouse Drew McIntyre. The campaign – branded under the motto “YOU Against YOU”– features McIntyre showcasing the gear in high-octane gym routines, with the Rock hyping him as a “f’n beast” and praising his impact both in and out of the ring. In classic Project Rock style, the collection blends functionality and motivation with a parade of apparel, shoes, and accessories built for serious training. underarmour.com

MARK WAHLBERG MUNICIPAL GYM

Wahlberg described it best: “The first time in history that luxury and serious fitness meet. Recovery, rejuvenation therapy, juice bars, cafe, retail stores – only the best vitamins and supplements for you. Big, crazy collabs.” Ringing in at 32,000 square feet, Municipal Gym is slated to open in the site of a former Bed Bath & Beyond in downtown Summerlin, Nevada. The ageless 54-year-old teamed with EoS Fitness on the concept, which will feature high-tech equipment along with recovery remedies like cryotherapy, compression therapy, infrared saunas, steam rooms, cold plunges, and more.

KENDALL JENNER ADANOLA

To be fair, Jenner didn’t launch this line of activewear, but as the newest face of Adanola, the mega-famous supermodel is catapulting the Manchester-founded startup into the mainstream. Famed for “lifestyledriven activewear,” Adanola caught Jenner’s attention for its high-quality threads, minimalist designs, and sustainable practices. In January, Jenner and Adanola dropped a ‘90s-inspired campaign chock full of new editions like track sets, leggings, knits, strappy sports bras, hoodies, and biker shorts. adanola.com

JENNIFER ANISTON PVOLVE

Jennifer Aniston has turned the Pvolve method into the ultimate #fitspiration – think full-body toning that’s as gentle as it is effective. The low-impact, resistance-based workouts she swears by can now go anywhere with her newly launched Sculpt Anywhere Travel Bundle: a chic kit with a P band, ankle weights, gliders, and more, all wrapped up in a sleek travel case (buyers also receive three months of streaming access). Since joining the Pvolve team in 2023, Aniston’s been preaching consistency over intensity, hitting the mat 4–5 times a week with routines that sculpt, support, and leave you feeling good but never wiped out. pvolve.com

KIM KARDASHIAN NIKE X SKIMS

Kim Kardashian and Nike just served up a fashion-meets-fitness power move that’s got everyone talking: the Nike x Skims collab. Think Skims’ sculpting, body-hugging silhouettes with serious performance cred, designed to take you from Pilates to post-workout brunch without missing a beat. The collection is all about blending Skims’ signature sleek minimalism with Nike’s sportswear edge, yielding pieces that promise to support while keeping things chic. Expect neutral tones, buttery fabrics, and gear that looks as good on the ‘Gram as it feels on your skin. Look for the first drop before the end of the year. skims.com

SPOTLIGHT INFLUENCERS

They might not walk the red carpet, but these social media mavens are sitting at the top of their self-made health and fitness empires

Kayla Itsines

INSTAGRAM: @KAYLA_ITSINES FOLLOWERS: 15.7 MILLION

The mind and muscle behind Sweat, a femalefocused fitness app with more than 50 million users across 170 countries, this Australian personal trainer built a massive global community through her manageable, nononsense approach to achieving the hallowed “bikini body” (think 28-minute circuits only three days per week.) Her social feeds feature a blend of workout clips and tutorials, transformation shout-outs, motivational messages, and glimpses into her personal life, but always through a health/fitness lens.

Joe Wicks

INSTAGRAM: @THEBODYCOACH FOLLOWERS: 4.8 MILLION

Known today as The Body Coach, Wicks began as a local personal trainer in South West London, handing out flyers and running outdoor bootcamps before building a strong social media presence with short, easyto-follow workout and recipe videos on Instagram and YouTube. He skyrocketed in 2020 with his “PE with Joe” YouTube live workouts – attracting over 950,000 viewers in a single stream – and became a household name, earning him an MBE (Member of the Order of the British Empire) and turning his brand into a booming multi-million-dollar fitness empire with best-selling cookbooks, an app, and TV appearances (including Dragon’s Den).

ROB GRONKOWSKI GRONK FITNESS & FITPLAN

First launched in 2017 with his brothers, the football stud’s lineup of sports performance products is rooted in party-meets-powerlifting energy. The equipment is designed for both home and gym use, and spans functional, cardio, and strengthbuilding goods like push sleds, battle ropes, plyo boxes, and squat racks, all designed to engage beast mode. Most recently, the Gronk fam got into gym design, opening their first standalone facility at a luxury Boston condo building, The Parker, in 2023, and even teamed up with US Steel to redesign the high school weight room at his alma mater (gifting $400,000 to the cause). Gronk also offers custom training plans on the fitness app FitPlan, featuring bodyweight, band, and cardio workouts. gronkfitnessproducts.com

Simeon Panda

INSTAGRAM: @SIMEONPANDA FOLLOWERS: 7.9 MILLION

The face (and biceps) of Gold’s Gym, this bodybuilding champ became a breakout social media star by posting weight training tips to YouTube while working at a software firm, and today his sweeping empire includes digital training programs, workout supplements, gym accessories, and activewear.

Michelle Lewin

INSTAGRAM: @MICHELLE_LEWIN FOLLOWERS: 15.7 MILLION

Michelle Lewin is a Venezuelan fitness powerhouse and social media sensation whose sculpted shape and high-energy workouts (along with refreshing doses of realness) have attracted legions of super-fans on the ‘Gram. Whether she’s schooling leg-day newbies with “Tip: Leg Monday!” tutorials or sharing glimpse-of-life posts alongside her husbandmanager Jimmy, her brand is all about fierce glutes, family, and female empowerment.

Jen Selter

INSTAGRAM: @JENSELTER FOLLOWERS: 13.5 MILLION

This New York-born fitness model, known for her signature glute-flaunting “Seltering” pose, exploded onto the social media scene in 2012, quickly amassing a mega fan following for her bodyweight workouts, healthy recipes, and motivational posts. Fitness brands came calling, and Selter regularly secures partnerships with major players in health and fashion, including Guess, Alo Yoga, Amazon, and Avocado Activewear.

Lazar Angelov

INSTAGRAM: @LAZAR_ANGELOV_OFFICIAL FOLLOWERS: 6.1 MILLION

Bodybuilder turned global influencer, this Bulgarian fitness icon is famed for his motivational grit (and yes, his abs, too). His story has inspired millions for his uplifting blend of hard-earned physique and hustle. Known for heavy lifts, creative routines, and those killer abs, his content mixes nononsense training tips, behind-the-scenes gym life, and the occasional light-hearted moment for proof that fitness can be as fun as it is formidable.

ARNOLD SCHWARZENEGGER PUMP

When the Terminator originally soft-launched the Pump app in April 2023 with an exclusive initial target of 5,000 founding users, it sold out within 72 hours. The rollout marked the start of what has become a global fitness community built around his proven training methods and motivational guidance. Designed for everyone from gym rookies to seasoned lifters, it’s packed with classic musclebuilding routines, daily challenges, and Schwarzenegger’s signature no-excuses motivation — all delivered with his unmistakable charm. Additional goodies include real-time form tips, customizable plans, and “Arnold’s Corner” for pep talks straight from the legend himself. arnoldspumpclub.com

CHRIS HEMSWORTH CENTR

The Australian brawnman first launched his health and fitness app in 2019, offering eight-pack hopefuls access to a massive library of workouts, muscle-boosting recipes, and mindfulness exercises. The concept exploded, adding expert-led intensives, functional training programs, and a line of in-house home gym equipment and strength machines. Most recently, Centr added two HYROX-certified 12-week training programs (HYROX Starter for newcomers and HYROX Accelerator for seasoned competitors) for athletes training for the global competition, billed as the World Series of Fitness Racing. Certified coaches guide trainees through pacing, sled pushes, burpees, rower drills, farmer’s carries, sandbag lunges, wall balls, and more, bringing targeted strength, endurance, and functional drills to the palm of your hand. centr.com