If you’re running a health business, managing the marketing, or working on digital strategy—you’ve probably asked yourself:

“Should we create content around fitness… or wellness?”

It’s a valid question. Both are booming industries. But depending on your goal i.e., getting traffic, building a brand, or generating leads one of these might give you way more bang for your buck.

Using SEO ZEn Lab’s free keyword research tool, we dug into keyword data across both industries to see what’s actually working right now. We’re talking search volume, CPC (cost per click), how competitive the keywords are, what people are trying to do when they search (intent), and how hard it is to rank.

Here’s what we found and how you can use it to grow your business.

Fitness Keywords

Big Traffic, Low Barriers, Brand-Focused Searches

Let’s start with fitness. This space is full of high-volume keywords that people are searching for millions of times a month.

What stands out?

• These keywords get tons of traffic.
• Most have low competition and relatively low ad costs.
• A lot of people are looking for something specific—like a gym or workout style.

So how do you win here?

If you’re a local gym, a trainer, or selling fitness related products or programs, these keywords are high traffic opportunity with low-cost entry.

But here’s the catch: people searching “Planet Fitness” probably already know where they’re going. So unless you’re that brand or competing locally you need to be smarter in optimizing for these keywords.

Fitness Strategy Playbook:

Wellness Keywords

Focused, Intent-Driven, High Value

Now let’s talk about wellness. These keywords may not get the same massive traffic, but what they do bring is quality: people searching with real purpose.

What’s interesting?

• CPCs are way higher businesses are willing to pay to be found for these.
• These searches are often tied to personal health goals, stress management, or professional services.
• People are more likely to take action i.e., sign up, book a session, download a guide.

Fitness Strategy Playbook:

Go Where Your Customers Are (Not Just Where the Traffic Is)

Fitness keywords will get you visibility, no doubt. But if you want to turn attention into action, wellness is where you’ll see deeper engagement and better returns.

Here’s the move: Don’t pick one. Build content for both, but with clear goals behind each post, page, or video. One brings people in. The other turns them into leads, clients, or community.