A data-driven analysis of how creatine is being discussed across 4,936 podcasts — trends, reach, audiences, and emerging narratives.
Over a twelve-month window, creatine generated extraordinary podcast activity — across genres, demographics, and ideological lines. Here's the top-level picture.
Episode volume, mention counts, and total reach all grew dramatically across the 12-month period — with peak activity in Q4 2025 and early 2026.
Left axis: number of episodes mentioning creatine. Right axis: combined episode reach (millions).
How many times creatine was spoken aloud across all episodes per month.
The breadth of shows discussing creatine — not just depth — grew significantly.
Reach and frequency tell very different stories. Some shows mention creatine constantly; others mention it rarely but reach tens of millions of listeners.
Cumulative reach of all episodes mentioning creatine (millions).
Which shows talk about creatine the most — regardless of audience size.
| # | Podcast | Episodes | Total Reach | Avg. Mentions/Ep | Power Score |
|---|---|---|---|---|---|
| 1 | The Joe Rogan Experience | 23 | 49.3M | ~7.4 | 99 |
| 2 | Brain Fit with Robert Love | 9 | 45.1M | ~22.9 | — |
| 3 | The Tucker Carlson Show | 20 | 18.4M | — | 96 |
| 4 | The Diary of a CEO (Steven Bartlett) | 22 | 18.3M | ~12.1 | 99 |
| 5 | Huberman Lab | 26 | 15.5M | — | 96 |
| 6 | The Alex Jones Show – Infowars | 78 | 8.3M | ~12.4 | — |
| 7 | Everyday Wellness (Cynthia Thurlow) | 94 | 7.4M | ~8.3 | — |
| 8 | The Tim Ferriss Show | 17 | 5.2M | — | 90 |
| 9 | LONGEVITY with Nathalie Niddam | 9 | 4.9M | ~9.2 | — |
| 10 | Mind Pump: Raw Fitness Truth | 78 | 4.3M | — | — |
The creatine conversation spans well beyond the fitness world. Audience demographics reveal a high-income, educated listenership — with a notable and growing female audience segment.
Category distribution across all 16,064 creatine-mentioning episodes.
Gender signal across all creatine-mentioning podcast episodes (Podchaser audience data).
Household income tier of the average listener, based on Podchaser audience signals.
Among episodes with a political skew signal, right-leaning shows are notably overrepresented.
Analysis of 16,000+ transcript snippets reveals distinct narrative clusters. The story of creatine in podcasts has expanded well beyond gym performance.
Keyword frequency of major narrative themes in creatine-related transcript snippets.
Aggregate tone across all transcript snippets, based on keyword frequency analysis.
Creatine is discussed overwhelmingly positively across podcast media. Even "skeptical" signals tend to be myth-busting in nature (e.g., "creatine is NOT a steroid") rather than genuinely critical — effectively functioning as pro-creatine content.
Beyond the headline numbers, the data reveals several unexpected patterns with strategic implications for brands, marketers, and researchers.
With 15,400+ cognitive/neurological keyword mentions — nearly matching athletic performance mentions — creatine's identity is shifting from "gym supplement" to "brain health compound." References to Alzheimer's, Parkinson's, depression, and sleep deprivation are increasingly common in non-fitness shows. This is a major narrative expansion.
Tucker Carlson (#3 by reach at 18.4M), Alex Jones (#6 at 8.3M), and Megyn Kelly (#11) are among the biggest creatine reach drivers — despite not being fitness shows. Among shows with a declared political lean, right-leaning audiences are markedly overrepresented in creatine discussions, suggesting a crossover with masculine identity, biohacking culture, and anti-establishment wellness.
"Female (High)" is the 2nd most common gender signal in the dataset, and women's health shows like Everyday Wellness (94 episodes, 7.4M reach) and Well-Fed Women are among the most frequent creatine discussants. The overarching narrative is myth-busting: "creatine won't bulk you up." Brands that have marketed only to men may be missing this fast-growing segment.
With 4,000+ mentions, creatine gummies are one of the most frequently discussed product formats — driven heavily by Joe Rogan personally evangelizing the format across multiple episodes. This is notable because gummies are typically associated with vitamins and children's supplements, not performance nutrition. A format shift may be underway.
The second-highest reach show — 45.1M — is "Brain Fit with Robert Love," a show most people haven't heard of. With only 9 episodes mentioning creatine but enormous cumulative reach, this show punches well above its weight class. Its audience is majority female, which may partly explain why creatine's cognitive framing is resonating broadly with women.
October through December 2025 represented 33% of all episodes and 37% of all cumulative reach for the year. This Q4 surge — likely tied to New Year's health resolutions, year-end wellness coverage, and several high-profile episodes — suggests creatine has a seasonal media cycle. Brands should plan for amplified Q4 and January podcast activity.
While Health and Fitness categories dominate by volume, Keto and Nutrition shows average over 14 creatine mentions per episode — far above the overall average of ~3.7. These audiences are the most "creatine-engaged" per listener, making them high-value targets for brands that want depth over breadth.
Among the top advertisers in creatine-mentioning episodes, GNC appears just 18 times — and no major creatine brand (e.g., Optimum Nutrition, Thorne, Onnit) appears in the top 20. Meanwhile, BetterHelp (84), Shopify (77), and Mint Mobile (80) are leading. The supplement category is dramatically underrepresented in podcast advertising relative to the creatine conversation volume — a clear market gap.
Despite enormous creatine conversation volume, the supplement industry is nearly absent from podcast advertising in this space. General consumer brands dominate.
Number of episodes featuring each advertiser, among all creatine-mentioning shows.