Fitness and supplements is the category with the most competition and the least credibility. French audiences have seen everything, distrust everything, and that is exactly why honest UGC outperforms advertising production.

What actually converts

Real progress, with a stated timeframe

"Eight weeks, three times a week." Without a timeframe, the transformation looks fake.

The usage routine, not the result

When they take it, how they prepare it, what it actually tastes like. Taste is the number one objection and almost nobody addresses it.

The ordinary person

Not the athlete with abs: someone starting out, training in a regular gym, with a recognisable body.

The price objection

"I thought it was expensive until I worked out the cost per dose."

The testimonial from someone who quit and came back

It sounds bad in theory and converts very well.

What cannot be said

This is the critical part of the category, and in the French market it is watched.

Health claims on food supplements are regulated: only authorised claims may be used, and attributing the ability to prevent, treat or cure a disease is prohibited.

Put an explicit list of forbidden phrases in the brief, and another of acceptable formulations. Also specify the disclosure wording expected.

A creator saying "it fixed my back problem" on camera exposes you, and you will only find out when it runs.

Which creators to hire

People whose starting point resembles your customer's. A beginner protein brand that hires only competitors signals that the product is not for the audience it wants to reach.

Look for variety in age and level. A forty five year old man getting back into sport converts an audience no twenty year old athlete reaches.

The brief that produces good material

Include: how the product is used, at what moment, the main objection, three hooks and the list of forbidden claims.

The French calendar

January is the absolute peak, driven by resolutions. Spring is second, in the run up to summer. September works well with the return to routine. August is dead.

Where to go next

In fitness, credibility is worth more than muscle. Our complete UGC guide for brands explains the rest of the process.