Digital Fitness Influence: Analyzing Hanan Alanazi’s Instagram Strategies in Promoting Physical Health in Saudi Arabia

Abstract

Abstract Social media influencers have become important players in the commercialization of social media platforms. In particular, influencers have proven their ability to reach broad audiences and shape their perceptions, especially in the realm of fitness and physical exercise. Nonetheless, the existing research on Saudi Arabian fitness influencers is lacking. Therefore, the aim of the present research is to identify how is fitness knowledge shared in influencer content and what cultural expressions/adaptations are embedded in influencer posts. To achieve this purpose, the present research examines 150 posts of a Hanan Alanzi (@lamaworkout), a prominent fitness influencer in Saudi Arabia between March 2024 and March 2025. The analysis of the posts demonstrates that Alanzi’s communication is multifaceted, including bilingual communication, motivational discourse, and structured exercise routines. In addition, her inclusion of culturally sensitive elements predominantly revolves around culturally timed fitness, and privacy-oriented home workouts. Through effective communication and culturally adapted content, Alanzi is able to integrate Western fitness ideas within the local culture, attracting local and global audiences alike. Despite the presence of creator-specific limitations, the present research encourages Middle Eastern fitness influencers to utilize similar strategies to align global trends with cultural norms.