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How to Market Fitness on Social Media in 2024

How to Market Fitness on Social Media in 2024

Posted by Tyler Spraul, Certified Strength and Conditioning SpecialistĀ® (CSCSĀ®) on June 5, 2023 ā€” Updated on December 22, 2023

Learning how to market fitness on social media is key for every fitness business owner. Follow these three steps to level up your social media marketing for fitness. Social media has become an essential tool for fitness professionals to promote their services and build a community. With over 3.6 billion social media users worldwide, there’s no denying that social media platforms offer an immense opportunity to reach a vast audience. However, with so much competition, it’s crucial to have a targeted and strategic approach to your social media marketing efforts.

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Owner, Ledbetter Fitness

In this article, we’ll explore the best ways to market fitness on social media, and then be sure and use the best software platform around for growing and managing your fitness business. Whether you need the best gym management software, the best personal training software, or the best fitness software for influencers, we’ve got you covered.

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1. Understand your fitness audience

The first step in marketing fitness on social media is to understand the fitness audience on these platforms. Fitness enthusiasts on social media tend to be younger, with millennials being the primary demographic. They are also more likely to be women, with over 60% of Instagram fitness enthusiasts being female. Understanding this demographic will help in creating targeted content and campaigns.

However, it’s important to note that the fitness audience on social media is not a homogenous group. Within this demographic, there are various subgroups with unique interests and needs. For example, some may be interested in bodybuilding and weightlifting, while others may be more focused on yoga and mindfulness. Identifying these subgroups can help you tailor your content to specific audiences and create a more personalized experience for your followers.

Mario Schafzahl, Fitness Content Creator
Mario Schafzahl, Fitness Content Creator

Identifying your target audience

Once you have a basic understanding of the general fitness audience, the next step is to identify your target audience. Who would benefit most from your services? Are you targeting beginners or experienced fitness enthusiasts? What are their interests and concerns?

Answering these questions will help you develop a more targeted approach to your marketing campaigns. For example, if you are targeting beginners, you may want to focus on creating content that is more educational and informative, such as workout tutorials and nutrition tips. On the other hand, if you are targeting experienced fitness enthusiasts, you may want to focus on more advanced topics, such as competition preparation and training programs.

Analyzing fitness trends and hashtags

Monitoring fitness trends, popular hashtags, and conversations on social media is an excellent way to understand what your target audience is interested in. This will help you create content that resonates with them and identify key opportunities for promotion.

For example, if you notice that a particular workout or fitness trend is gaining popularity, you can create content that capitalizes on this trend and attracts more followers. Additionally, using relevant hashtags can help your content reach a wider audience and increase engagement.

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Connecting with fitness influencers and communities

Collaborating with fitness influencers and communities is a great way to expand your reach and gain credibility. Look for relevant influencers and communities in your niche, and engage with their content. Comment, share and like their posts to build a relationship.

Once you’ve established a connection, you can start thinking about collaborations and partnerships. For example, you could collaborate with an influencer to create a workout program or product line, or sponsor a community event or competition.

Overall, understanding the fitness audience on social media is key to creating a successful marketing strategy. By identifying your target audience, analyzing trends and hashtags, and connecting with influencers and communities, you can create content that resonates with your followers and helps you achieve your marketing goals.

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Kayla Itsines, Fitness Influencer
Kayla Itsines, Fitness Influencer

2. Create engaging fitness content

Creating engaging content is not only crucial in gaining new clients but also in retaining your existing ones. As a fitness professional, your content should be informative, inspiring, and motivating. Here are some tips on creating engaging fitness content:

Sharing workout routines and tips

Sharing workout routines, tips, and tricks is a great way to provide value to your audience while showcasing your expertise. You can create a series of posts or videos that target specific muscle groups or fitness goals. For example, you can create a series of posts on how to build a stronger core or how to improve your running speed. Make sure to mix up your content formats, including videos, images, and written content, to keep your audience engaged.

You can also share your personal fitness journey with your audience. This can include your struggles, successes, and anything else that has helped you along the way. This not only helps your audience relate to you but also shows them that you are human and have faced similar challenges.

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Showcasing client success stories and testimonials

Sharing client success stories and testimonials is excellent social proof of the effectiveness of your services. It also inspires and motivates others who may be considering your services. You can share before-and-after photos, client testimonials, or success stories in written or video format. Make sure to get your client’s permission before sharing their story.

You can also create case studies that highlight specific client success stories. This can include details on their fitness goals, the challenges they faced, and how you helped them overcome those challenges. This not only showcases your expertise but also provides valuable information to your audience.

Krissy Cela, Fitness Influencer
Krissy Cela, Fitness Influencer

Utilizing visual content: photos and videos

Visual content, including photos and videos, is an effective way of capturing your audience’s attention and conveying information. Make sure to use high-quality images and videos that reflect your brand’s style and message. You can create videos that showcase different exercises or demonstrate proper form. You can also create infographics that provide information on nutrition or fitness-related topics.

You can also share behind-the-scenes content that shows your audience what goes on behind the scenes of your business. This can include photos or videos of your gym or studio, your team, or your daily routine.

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Hosting live workout sessions and Q&As

Hosting live workout sessions and Q&As is an excellent way to interact with your audience and provide value. This not only builds trust and credibility but also helps create a sense of community among your audience. You can host live workouts on social media platforms like Instagram or Facebook. You can also host Q&As where your audience can ask you questions about fitness, nutrition, or anything else related to your business.

Make sure to promote your live sessions beforehand to ensure maximum attendance. You can also record your live sessions and post them on your website or social media platforms for those who missed it.

Creating engaging fitness content is all about providing value to your audience. By following these tips, you can create content that not only engages your audience but also helps establish you as an expert in your field.

Core Online Mobile Fitness App
“My custom-branded apps have made my life easier and helped streamline my online training, which in turn has transformed into a pretty awesome additional revenue stream for me and my family.”
Tony Gentilcore
Founder, Core Online

3. Build a strong fitness brand identity

Your fitness brand identity should be consistent and well-defined across all social media platforms. Here are some tips on building your fitness brand identity:

Developing a consistent visual and messaging style

When developing a consistent visual and messaging style, it’s important to consider your target audience. Are they young and trendy or more mature and sophisticated? This will help you choose a color palette, font, and tone of voice that will resonate with them. For example, if your target audience is millennials, you may want to use brighter colors and a more casual tone of voice.

In addition to considering your target audience, it’s important to stay true to your brand message. If your brand is all about empowering women, for example, your messaging should reflect that. Use language and imagery that reinforces your brand values and mission.

Establishing your unique selling proposition (USP)

Establishing your unique selling proposition is vital in differentiating your services from competitors. But how do you identify your USP? Start by looking at what sets you apart from others in your industry. Do you offer a unique workout program, specialized nutrition coaching, or a one-of-a-kind fitness retreat experience? Whatever it is, make sure it’s something that resonates with your target audience and that you can deliver on.

Once you’ve identified your USP, make sure to highlight it across all your marketing materials. Use it in your social media posts, website copy, and even in your email signature. The more you emphasize your USP, the more memorable and recognizable your brand will become.

Collaborating with other fitness professionals and influencers

Collaborating with other fitness professionals and influencers can be a great way to tap into new audiences, increase credibility and build new relationships. When looking for collaboration opportunities, consider partnering with people who share your brand values and mission. For example, if your brand is all about promoting a healthy and balanced lifestyle, you may want to partner with a nutritionist or wellness coach who shares that same philosophy.

Collaborating with others can also help you generate new content for your social media platforms. For example, you could collaborate with a yoga instructor to create a series of yoga poses that complement your workout program. Or you could partner with a fitness influencer to create a fun and engaging workout challenge that your followers can participate in.

By following these tips, you can create a strong and recognizable fitness brand identity that resonates with your target audience and sets you apart from your competitors.Utilizing social media advertising for fitness and gym marketing

Social media advertising provides an opportunity to reach vast audiences with targeted messaging. Below are ways to effectively utilize social media advertising in your fitness marketing:

Running targeted ad campaigns

With social media advertising, you can target specific demographics, interests, and behaviors. This can help increase conversions and save money by avoiding advertising to uninterested users.

Promoting special offers and events

Promoting special offers and events on social media can draw in new clients and create excitement among existing ones. Make sure to use appealing visuals and clear messaging in your promotions.

Retargeting potential clients

Retargeting potential clients with ads can be an effective way of closing sales. For instance, if a person abandons their cart after making a purchase on your website, you can retarget them with social media ads reminding them to complete their purchase.

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Getting Started

Social media has become an essential marketing tool for fitness professionals. By understanding the fitness audience, creating engaging content, building a strong brand identity, and utilizing social media advertising, you can maximize your reach and impact. Remember to stay consistent, provide value, and stay authentic in your marketing efforts.

Kellie Davis - Fit Thrive
With Exercise.com, I’m able to reach people around the world with the programs that I design, implement, and push out. You donā€™t have that opportunity working in a local gym. So that’s been huge.
Kellie Davis
Founder/Trainer, Fit Thrive

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Tyler Spraul is the director of UX and the head trainer for Exercise.com. He has his Bachelor of Science degree in pre-medicine and is an NSCA-Certified Strength and Conditioning SpecialistĀ® (CSCSĀ®). He is a former All-American soccer player and still coaches soccer today. In his free time, he enjoys reading, learning, and living the dad life.
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