A growing number of South Africans are prioritising their health, and this trend is reflected in what they search for on Google, pointing to a clear shift in how people in South Africa think about exercise and well-being.

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 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?” This is followed by queries about its benefits, the best time to take it and how much to use.

Top trending questions around creatine:

1. Does creatine make you gain weight?
2. What are the health benefits of taking creatine?
3. When is the best time to take creatine?
4. Can I take creatine with carbs?
5. How much creatine per day?
6. What does creatine do to your body?
7. What does creatine do?
8. What creatine should I take to build muscle?
9. Does creatine cause hair loss?

Searches for core-strengthening pilates remain a favourite – up 60% in the past 60 days.

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 push-ups a day’, revealing a demand for accessible information and routines, rather than complex training programmes.

Top ‘how-to?’ fitness searches:

1. How to go to gym?
2. How to exercise?
3. How to work out?
4. How to gain muscle?
5. How to get a flat tummy?
6. How to lose belly fat?
7. How to do sit-ups?
8. How to have abs?
9. How to do 100 push-ups a day?
10. How to stretch hips?

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.

Top ‘form’ fitness searches:

1. Bicep curl form
2. Hip thrust form
3. Squat form
4. Seated cable row form
5. Diamond push-up form
6. Chest press form
7. Proper squat form
8. Bench press form
9. Deadlift form
10. Bent-over rows form

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, virtual reality 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,” says 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 $423m (R7.4b), and will grow to $521m by 2030. 

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