Inside the world of L.A.’s gym-fluencer ecosystem

Liz King is a trainer who works out at Hollywood social-fitness club hybrid Heimat. As a fitness influencer, she says, “the pressure to succeed can be overwhelming, particularly in a fast-paced, oversaturated industry.” On a recent afternoon in Beverly Hills, Kylie Jenner worked out at the Alo Wellness Club. “In other cities I’ve lived in, there are pockets of people that care about working out, but L.A.’s emphasis on self-preservation creates a different relationship with fitness entirely.” Silke Hensel, chief marketing officer of the recently opened downtown L.A. gym John Reed Fitness, agrees. “When we created Heimat, we specifically wanted to avoid Heimat being thought of as just a space for influencers to film content,” says Matt Radmanovich, the gym’s head of communications. Sure, some people will post, but as a members club we also think privacy is of the utmost importance which also is a guiding philosophy.” Ironically, Heimat’s carefully cultivated exclusivity has made its gym particularly appealing to aspiring influencers, says Radmanovich, even when “the vibe is so organic and not positioned for that world.” Liz King, who spends an average of three hours a day creating content between her own workouts and check-ins with clients, will occasionally film her own fitness routine from Heimat.