Barcelona fitness brand seeks creators for ambassador casting event

A Barcelona sportswear casting is putting social reach on the same footing as athletic form. The brand is looking for motivated gym trainers, fitness creators and athletic models who bring strong energy, a healthy lifestyle and a real social media presence, a clear sign that fitness marketing in the city is moving beyond static model work and into creator-led selling.

The casting event is set for June 11 and the selected ambassadors may represent the brand at events, photoshoots and fitness content shoots. The collaboration could also include exclusive activewear sets, which places the assignment squarely inside the kind of product-plus-content partnership now common across the creator economy.

For local trainers and micro-influencers, the message is straightforward: credibility now has a commercial path. A coach who already runs sessions in a Barcelona gym, posts workout clips or documents a routine can now be evaluated not only on physical performance, but also on branding, storytelling and camera presence. That matters in a city where fitness, fashion and outdoor lifestyle already overlap, making a polished but authentic ambassador especially useful to apparel companies trying to turn attention into sales.

The economics behind the move are hard to ignore. OBS Business School has put Spain’s fitness market at €2.1 billion in turnover, with 4,561 gyms and 5.4 million users nationwide. Statista has also placed Spain at around 5.8 million gym members in 2023. On the apparel side, Euromonitor International said Spain’s sportswear market reached €6.3 billion in 2025, up 3 percent from the previous year, giving brands a bigger incentive to find creators who can activate local communities instead of relying only on traditional ads.

Barcelona already appears crowded with that kind of talent. influData’s Barcelona fitness-and-wellness ranking listed 2,901 creators in the city, with an expected reach of 23.0 million and 93.8 million total followers. That depth helps explain why ambassador programs are becoming more targeted: brands can now recruit people who already speak to specific gym, wellness and lifestyle audiences.

The wider market is following the same direction. Kolsquare says Spain’s influencer marketing sector is growing strongly as brands use creators to reach audiences and drive business growth, while IAB Spain and Primetag have tracked influencer-economy activity in the country. In Barcelona, the latest casting shows how fitness brands are now hiring for more than appearance. They are hiring for reach, relevance and the ability to sell an active lifestyle from the inside.