Whether you consider yourself to be a gym bunny, a wellness seeker, a functional fitness fanatic, or a cardio addict, you’re part of a growing movement of South Africans paying closer attention to their health. And it’s showing up in Search: over the past year, fitness-related searches on Google have climbed steadily, pointing to a clear shift in how people in South Africa think about exercise and wellbeing.
From creatine and Pilates to at-home leg workouts and HYROX races, Google’s trends reveal how habits, awareness and technology are driving fitness culture.
One clear standout is creatine. Searches for the supplement reached an all-time high in August 2025 and are up 30% compared to the same period last year. The most-asked question in the past 30 days is “does creatine make you gain weight?”, followed by queries about its benefits, the best time to take it and how much to use.
Pilates remains a clear favourite, with searches for the core-strengthening method up 60% in the past 60 days. At the same time, the biggest breakout query is “leg workouts at home”, which has surged by 4,000% in the past month. Related spikes for “intense leg workout at home” and “leg workout no equipment” suggest a growing interest in simple, low-cost ways to stay active without a gym, which is likely a reflection of the economic climate.
New fitness formats are also catching on. Searches for HYROX, a hybrid endurance and strength event, are rising quickly, with “HYROX workout”, “HYROX rules” and “HYROX mixed doubles” trending.
Practicality is a major theme. The top “how to” fitness searches over the past 30 days include “how to gym”, “how to exercise”, “how to work out”, “how to gain muscle”, “how to get a flat tummy” and “how to do 100 pushups a day”, revealing a demand for accessible information and routines, rather than complex training programmes.
Form matters too. The most searched “form” queries focus on bicep curls, hip thrusts, squats, seated cable rows and diamond push-ups, as searchers focus on technique and safety.
Beyond individual exercises, searches for workouts for women, backs, beginners and belly fat show that people want routines that match their specific goals, not generic advice.
Google Search data, now enhanced with AI Mode, has also revealed a growing interest in holistic wellness since the feature’s release in August. This trend includes increased searches for mental health topics like meditation and anxiety, as well as curiosity about AI-powered coaching, VR workouts, and gut health.
“South Africans are clearly engaged and curious about their health. We’re seeing strong growth in searches across fitness, mental health, nutrition and technology,” said Siya Madikane, Communications and Public Affairs Manager at Google South Africa.
“This interest shows how people are turning to technology not just for information, but to help them start and sustain healthier habits.”
Statista data reveals that South Africa’s digital fitness and well-being market is currently worth $423 million (R7,4 billion), and will grow to $521 million by 2030.
All of this shows that people are thinking more about their health, how to stay active and live better. From supplements and workouts to new tools and treatments, Search and AI Mode are helping them to find clear answers and figure out what works best.
