This paper explores the influence of different types of influencers on the consumer purchasing behavior of fitness products. The purpose of the study is to investigate how trust in influencers, perception of their reliability and expertise, as well as their physical appearance, impact consumer decisions when buying supplements and fitness clothing. The research findings indicate that nano and micro influencers are the most commonly followed types of influencers, perceived as more credible and attractive than macro and mega influencers. Participants emphasized that the physical appearance of influencers plays a role in their selection, but content quality also has a significant influence. It is important to note that physical appearance is not the sole criterion for influencer credibility, but rather it is combined with other factors such as the content they post and their expertise. Regarding fitness supplements, participants believe in their usefulness but tend to seek additional information online or through recommendations before making a purchase. The results also revealed that participants show interest in purchasing fitness clothing promoted by influencers they follow. The paper provides theoretical and practical implications, as well as concluding considerations at the end of the work.