For years, Gabby George was creating fitness content in her at-home studio, pulling together her knowledge (a master’s in public health, a background in marketing) to try and see what would stick.
Though she was steadily growing her following on TikTok (987,000) and YouTube (107,000), a viral video series skyrocketed her to internet fame, and she took that leverage and created her own online fitness platform, GGStudio, which now counts more than 30,000 members across 93 countries after launching in August 2025.
George’s journey highlights the fork in the road for fitness creators: follow the subscription route and consider paywalling your content, or focus on brand deals and partnerships.
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