Looking for gym social media post ideas? Look no further! This article is jampacked full of inspiring ideas and practical tips. So, you’ll be able to build a social media calendar packed with business boosting gym posts.
You’re not alone! The struggle is real when it comes to thinking up with gym social media post ideas.
There are 4.13 million active social media users in New Zealand. So, consistently and effectively using social media platforms is essential for gyms.
How do you come up with gym social media posts that boost profitability and growth? And how do you know you’re taking the most effective approach to social for your business?
We’ll explore all that and more to help you make the most of social for your gym business. Plus, you’ll get 15 powerful gym social media post ideas to inspire you on.
Let’s get stuck in!
Running your gym should be less admin & more awesome!
Take the heavy lifting out of running your business with the right all-in-one gym management software like Xplor Gym.
Social media matters for gyms
Social media has matured over recent years. And it’s now a popular way for many consumers to find out about brands, products and services that are new to them.
22% of consumers find out about brands through recommendations and comments on social media. And 43% use social networks to research brands, products, and services before buying. This is especially true for younger Gen Z and Millennial consumers.
So, if you want to grow your business and attract more gymgoers, a strong social presence is essential.
Social media gives you the opportunity to show what makes your fitness club unique. It’s a place to show the value of becoming a member. And an opportunity to engage with existing members and your local community too.
15 gym social media post ideas
Looking for some post inspiration? You’re in the right place! With these 15 gym social media post ideas, you’ll be ready to fuel hundreds of posts.
1. Member stories & celebrations
Share progress updates. Post before/after photos. Record member interviews. Announce and celebrate member achievements. There are many ways to create posts that shine a spotlight on your members.
When you focus on highlighting member success stories and fitness journeys, you’ll:
- Show your community focus
- Inspire other gymgoers
- And publicly recognise success
Member-focused gym posts can be very motivating. Motivating the member or members celebrated on and encouraging others to do the same. So, they’re great for both increasing retention and driving leads and sales.
See it in action
This post from the Dover branch of Snap Fitness 24/7 is a fantastic way to celebrate members. Through a member of the month feature, the club is helping members get to know one another. This brings a community feel to the club.
2. Meet the team
Your gym staff play a vital role in your business. They create an experience that keeps members coming back for longer. So, it makes sense to show them off in your gym social media posts!
These posts help members feel familiar with and get to know your team.
Members who know your team will be more comfortable attending classes. More comfortable asking for help on the gym floor. And more comfortable investing in personal training. All of which will enhance the gym member experience.
See it in action
We love this post from luxury boutique gym operator ONE LDN. With dynamic use of video, it gives a quick intro to team members. It’s fast and informative to build familiarity.
3. Behind-the-scenes (BTS)
Cater to your audience’s innate nosiness with behind-the-scenes (BTS) content!
Capture what it’s like to work at your club (also great for attracting new team members). Show prospective members what it’s like to workout in your gym, attend a class, and more.
Get creative and always make sure anyone featured in your content is okay with it.
See it in action
Bodybuilding and powerlifting gym, Barbell Lounge, in Maidenhead shared this fantastic BTS Reel.
The club shows how they transformed their space to install the gym that’s there today. And we think you’ll agree it’s an enticing training space for members!
We also love this Reel from Nuneaton based operator, Ramsay Fitness. It gives a creative look at what a gym floor class looks like from an instructor POV. The caption is short but sweet – and very true!
4. User generated content (UGC)
Another acronym! User generated content (UGC) is original content featuring your brand that’s created and published by other social media users. It could be a photo, video, or review.
Do your members post on their own social media accounts about your business? Think gym selfies, workout clips, or snaps from your member events.
If they do, you could use this UGC for your own channels. Make sure you ask permission before republishing and credit the creator too.
UGC comes with some impressive benefits:
- Authenticity – prospective members trust UGC to give an authentic impression of your club. 86% of consumers are more likely to trust a brand that publishes UGC (compared to 12% who are inclined to buy a product promoted by an influencer).
- Brand loyalty – everyone likes to be recognised. Sharing UGC helps you connect with members and build an engaged community.
- Social proof – people want to enjoy what others enjoy. UGC plays into this encouraging prospects to give your club a try.
- Cost effective – UGC is organic, unpaid content. So, it can be a cost effective way to diversify your content and promote your business.
See it in action
Luxury gym operator, ONE LDN, shared this UGC from an event held at the club. It’s a great showcase for the experience that the club offers fitness enthusiasts.
5. How-to tutorials
Show off your expertise and help your audience get more from their workouts with you. How? By providing how-to tutorials regularly.
Videos are great for this type of gym social media post. Carousel posts with a series of videos and/or photos work really well too.
How-to tutorials can cover anything. How to use different pieces of gym equipment. Proper form and technique. Helpful stretches and cooldown exercises. The list goes on!
See it in action
This fantastic how-to tutorial from New Revolution Health & Fitness Club makes use of a longer-form Reel. It helps members get more from the cable machine. So, it’s a great way to get more members familiar with and using this piece of kit.
6. Workout ideas
Go a step further and provide full workouts for your followers to test out when they next pay you a visit. Switching it up can help reinvigorate members who’re starting to loose motivation.
See it in action
This workout Reel from The Gym Group gives followers a 30-minute HIIT workout. One that only needs minimal equipment. All movements are clearly demonstrated with intervals, rounds, and sets shared on screen.
Plus, the early festive twist infuses a sense of humour into the workout!
7. Class promotions
Launching a new class? Want to celebrate and encourage attendance at an existing class? Have a fantastic class schedule that you want to make some noise about? All fantastic reasons to run class promotions on your socials!
You could create a simple graphic with details of the class. Share photos of the instructor and participants in action. Or make short video clips of the class in action.
And by using the right location and hashtags, you’ll be able to make non-members aware of your classes too. Class promotions can celebrate participants and increase participation by raising awareness.
See it in action
We love this post promoting a new class from AfterBurn Gym in West Sussex. The graphic clearly tells potential participants what they need to know about the class. And gives a motivational quote to inspire them on to book.
And the caption builds on this with more details about the class and why the club has created it.
We also love this class timetable post from Bradford-based gym 6 Fit. It’s a great way to show the wealth of options available and features an action shot in the background.
8. Improvements & upgrades
You do so much to enhance your member experience. New equipment. A new gym member app. Or a full refurbishment. Shout about the improvements and upgrades you’re making on social media.
You’ll show followers how your gym keeps evolving and is always getting better. It’s also a great way to talk about improvements you’ve made following gym member feedback.
See it in action
Surrey-based hotel and country club, Foxhills, shared this post to give followers a sneak peek of their refurbished gym. The stunning carousel of photos showcase the high-quality equipment and appealing environment.
9. Personal training promotions
Your personal trainers (PTs) play a vital role in your business. They’re often the people your members are most familiar with. So, consider promoting the work that they do and packages available.
Create PT profiles to give followers an insight into how each PT can help them achieve their goals. Advertise special promotions at key times of years. Get creative and put your PTs to work to generate extra income for your business.
See it in action
This post promoting personal training at London luxury gym chain, Third Space, is simple and effective.
A high quality action shot, with a simple caption, that tags in the featured PT, convinces followers to invest in training from the club.
10. Gym challenges
Everyone loves a good challenge! Gym challenges can help you engage existing members. And show prospects what they’re missing out on too.
Promote your challenges on your social media channels. And encourage those taking part to share their efforts on their own socials too. Ask them to tag your business in so you can cheer them on!
See it in action
The Allestree branch of Choices Health Club shared this inspiring Reel with a tough challenge for followers to try out. Using no equipment, followers are challenged to take the 100 repCHALLENGE.
The caption delivers clear instructions. And the video shows viewers what they need to do.
11. Fitness events
Likewise, if you run fitness events, these make an ideal source of content for your gym social media posts.
Promote events in advance. Share photos and videos during the event. Encourage participants to share their own content that you can reshare – UGC.
See it in action
An open day is a great sales tool. It gives non-members the opportunity to try out your facilities before signing up. Emperors Gym in York chose to promote theirs on social media.
A well-designed graphic gives details of the event alongside photos of the club. The call-to-action is clear.
12. Giveaways & competitions
Do you run giveaways or competitions? Make sure you promote them in your gym posts! Popular with social media audiences, you can expand the reach of your posts by asking for readers to follow, like, and share your post.
Check the terms of each platform before you post giveaways and competitions to make sure you comply with them.
When done well, giveaways can help you increase brand awareness. Growing your follower base and encouraging followers to interact with you.
See it in action
When it comes to gym marketing, disruptive London-based operator Gymbox is leading the way with bold campaigns. The outdoor ads that the chain has placed (sometimes for real, others with some creative Photoshopping!) have attracted a lot of attention.
In this post, Gymbox asks it’s followers to come up with lines for the next ad. A graphic showing what they could win (a 12-month membership) is mocked up billboard style. Plus, there are examples of previous ads for inspiration.
They certainly attracted loads of suggestions from creative followers!
13. Healthy eating & lifestyle tips
Help your members and followers get more from their workouts. Provide inspiring healthy eating and lifestyle tips on your social media platforms.
Create videos or carousels with recipes, healthy snack inspiration, and nutrition tips. Likewise, offer tips and tricks to help your followers stay active away from the gym. These smart tips stack up to improve the results members see in the gym.
See it in action
This well-shot Reel from PureGym shared a delicious looking recipe for protein pancakes. Keeping the video snappy, the caption shares exact ingredients and steps to master the recipe.
14. Inspirational, motivational quotes
If you want to increase gym member retention, you need to pull out all the stops to keep members motivated. Using your gym social posts to inspire and encourage followers to go for their goals can help.
This type of content is relatively easy to produce. Free-to-use tools like Canva offer templates you can use to create graphics fast.
See it in action
EmpowHER studio is a ladies-only gym located in Sleaford. With a beautifully curated Instagram feed, the club often shares inspirational quotes to cheer members on.
Like this one! The post inspires followers to take action in their journey to become healthier. With a thoughtful caption, the graphic is clear and simple. It includes the club’s Instagram handle to make sure the brand is credited if others use it.
15. Funny content & jokes
‘Laughter is the best medicine.’ Show your followers your light side. Inject some humour into your social posts.
80.3% of active TikTok users, and 64.8% of active Instagram users, say they visit the platforms looking for funny and entertaining content. Producing gym TikTok posts or gym Instagram posts? Creating comedic content can help you reach new audiences.
See it in action
Reels are a fantastic choice for creating comedic gym posts. And we love this one from Oxford-based independent gym – Feel Fit Gym! Set against a background photo of the club, the Reel features footage from US The Office with relatable copy.
Choosing social media platforms for your gym
It can be tempting to set up profiles and start posting on every possible social media platform. But, that might leave you feeling overwhelmed quickly with lots to keep on top of.
Start by picking the best channels for your individual business.
When launching onto social for the first time, or expanding to new platforms, think about:
Your audience
This is the most important factor to keep in mind when looking at a social media platform for your gym. You want to concentrate on platforms that your members and target audience actively use.
For example, Gen Z tend to use Instagram and TikTok, more than Gen X who use Facebook the most.
Your competitors (& other gyms)
Conduct a competitor analysis to see what platforms your competition use. Identify what is and isn’t working for them. And assess how engaged their audience is.
This can give you an idea of what might work for your business and how you can stand out.
Your goals
Social media should fit into your wider gym marketing strategy. And in turn the goals you have for social media can influence the platform that’ll work best.
Want to engage and share content with followers? Your platform choice may be different than if you only want to provide support and create a closed community.
Your resources
There’s no way around it, social media is a commitment. It takes time to get right. If your resources are limited then you’ll need to focus on 1 or 2 platforms to start.
You’ll also need to think about the type of content you’re creating and if your business has the right skillsets.
Top gym social media platform choices
The top socials media platforms loved by kiwis according to Meltwater:
- 78.6% use Facebook
- 57.5% use Instagram
- 25.1% use X (formerly Twitter)
- 40.5% use TikTok
Each platform has its own nuances. These should influence the type and format of the content that you choose to post. As well as how you interact with your community.
Let’s take a look!
Facebook is one of the most popular and frequently visited social media platforms across every age group (except Gen Z).
For many gyms, Facebook can be a solid gym marketing channel choice! You’ll need a Facebook Page for your business. These are the most common gym Facebook post formats to choose from:
- Text – Simple and straightforward text-only posts with no images or videos
- Photo – Any type of image (think photo, banner, or infographic) posted with or without text. You can post up to 10 photos at a time. 32.7% of posts on Facebook pages are photo posts
- Video – By comparison, 18.6% of Facebook pages posts are video posts. Videos are a great way to engage your audience and get longer messages across
- Link – When you post a link to your page an automatic preview is generated. This is a great option if you want to link out to your website. Promote an offer. Share a fitness blog post on your site. Or share anything else. You’ll direct your audience to your website to take further action
- Live-stream – ‘Going live’ is a great way to show what’s happening right now at your club. And your live-streams will be available for followers to watch back at their convenience too
- Stories – Post fleeting images or videos designed to vanish after 24 hours. Or choose to save them as highlights or turn them into a Reel. You can add links to your Stories, so it can be a great way to get eyes on your promotions
- Reels – Since TikTok exploded in popularity, other platforms have introduced short-form videos. That includes Facebook. Usually under 30-seconds, Reels are a fun way to get creative with videos enhanced with music, audio clips, and effects
Most popular with Gen Z and Millennials. Globally, 62.7% of active users visit Instagram to follow or research brands.
It’s a great way to reach those interested in fitness with visually pleasing posts. And is important for gyms targeting under-45s.
Make sure your Instagram is set up as a business account. The most popular gym Instagram post formats are:
- Grid posts on your main feed – These consist of a photo, video, or carousel of many photos/videos. You can post with or without a caption (text). Get creative! As well as showing in a follower’s main feed, they are there to view on your profile (known as your Instagram grid)
- Stories – With prime, top-of-feed positioning, Stories capture a load of views and can feature photos or videos. Choose to have them disappear 24 hours after posting or save them to a collection
- Reels – These are a great way to share short-form video. Reels can be up to 15 minutes. The best performing ones tend to last between 7 and 15 seconds
- Live-stream – Got something going on at your club that you want to share? Holding an event? Working with an expert? Going live and broadcasting on Instagram makes it easy to engage and interact with followers
X (formerly Twitter)
X (formerly known as Twitter), is primarily used to keep up-to-date with news and current events (60.6% of active users of X). Yet, 35.7% of those active users visit to follow or research brands, so it can still be a helpful platform for gyms.
Want to take up some of the time that active users of the platform in New Zealand spend on it each month? You need to grab attention with short posts. Use hashtags to increase your reach.
TikTok
Most popular with Gen Z. Since Q1 2021, TikTok has been the fastest growing social media platform across all generations.
TikTok is all about short-form video. Globally, 80.3% of active TikTok users are looking for funny or entertaining content. And 44.9% are there to follow or research brands. If you can create content that ticks both boxes you’ll be on to a winner.
Firstly, make sure your TikTok is set up to be a business account. Make sure your videos balance promotional with organic non-promotional content. Use hashtags to increase visibility and searchability.
TikTok thrives on trends, so keep an eye on your ‘For You’ page to keep up-to-date. Quickly act on trends to create videos that grab attention and show your brand is on trend.
How to get the most out of social media as a gym business
Want to get the most out of the investment you make on social media? Follow these tips to maximise success:
Prioritise, prioritise, prioritise
It can be tempting to be active across all possible social media platforms. Unless you have a dedicated social media manager, it quickly becomes impossible to use each one to its full potential.
Focus your efforts into a couple of the platforms. Prioritise them so you can use each one well and have time to interact with followers. Choose the platforms that your target audience uses most actively.
Be consistent
Much like working out, if you want to be successful with social media, you need to stick to a consistent posting schedule. Think about:
- How often you’re able to post
- What content you’re able to produce
- The times when most of your followers are active on social
Looks count
Especially with Instagram, visuals are essential to success. You need to be able to grab attention and keep it there until they’ve understood your message.
Where possible opt for high quality, clear graphics, photos, and videos. You could also consider personalising visuals with your logo.
Video = powerful
Now more than ever, video content dominates attention on social media thanks to the rise of TikTok. If you want to engage followers, incorporate plenty of videos into your posts.
Get creative
Thinking up new gym social media post ideas should be fun! Keep it fresh and regularly experiment with new formats to see what works for your brand. Create with your audience in mind.
Talk with your audience
To really be successful, you need to remember to talk with your audience as well as to them.
That means sparking conversations through your posts. Responding back to comments and feedback. And interacting with your followers’ posts (particularly those that mention your business).
Keep an eye on performance
Most social media platforms offer analytics tools that help you track the performance of your posts. Regularly review this data to understand what’s working and what’s not – what your audience is engaging with.
You can often also see follower demographics. This can be used to inform your gym post choices in the future.
How to overcome common social posting challenges
There’s no two ways about it, gym social media marketing comes with some challenges that you’ll need to overcome. With the right mindset and approach these challenges won’t threaten your success.
Inspiration & quality
Writers block is real! And creating high quality content is demanding. These tips can help:
- Create a content calendar with themes and topics scheduled in advance. Leave room for topical and urgent posts
- Invest in a good quality camera or smartphone accessories to improve your photos and videos. It can also pay to learn some basic editing skills
- Follow other gyms, fitness businesses, influencers, and trainers to see what works for others in the industry
- Ask your audience what they’d like to see and questions they’d like you to answer
Consistency & time
Keeping up with a regular content schedule for posting can be tough and even overwhelming alongside other duties. Try these tips to keep posting consistently without investing days each month:
- Use social media management tools to schedule posts in advance
- Create your gym social media posts in batches where you can. This can help you get into the flow of creating and scheduling posts without distraction
- Be realistic about how frequently you’re posting. It’s better to post once a week than nothing at all
- Reuse and repurpose content into new posts rather than always starting from scratch
- Set aside some time each day to respond to followers and interact with your network
- Prioritise 2-3 platforms to focus on. Even focusing on using 1 platform well is better than running out of time to engage followers at all
Algorithms
An algorithm is a set of rules and calculations that platforms use to prioritise what content each user sees. Every platform is different and algorithms change regularly. Keep on top with these tips:
- Find trustworthy sources detailing the latest algorithms and what’s working for other brands on each platform
- Create quality content that you know appeals to your target audience
- Tag in locations and use hashtags to show up in relevant searches made using the platforms
- Interact with your audience by liking posts (not your own), commenting, and sharing relevant posts from other accounts
Growth & engagement
Growing engagement and your follower count can be tough. Don’t let that hold you back:
- Collaborate with other brands, local organisations, and even influencers. Running giveaways and competitions can work well
- Post valuable, relevant content that your followers will want to engage with and share
- Respond to comments and direct messages as quickly as possible. Often a fast response time means getting back to the follower in an hour or less
Negativity
Having to deal with negative comments or feedback is all too common for brands of all shapes and sizes. Follow these tips to overcome negativity on the platforms:
- Respond to comments and feedback as fast as possible
- Keep responses professional, acknowledge criticism, and address it constructively
- Remove harmful or offensive comments
- Acknowledge and celebrate positive feedback and support too. This positivity will help you build a resilient mindset
Gym social media marketing FAQs
Got questions? Check out these quick answers to frequently asked questions (FAQs).
How do I promote my gym on social media?
To promote your gym on social media you first need a strategy. Identify the platforms that your target audience uses most often. And set goals detailing what you want to achieve.
Next start creating a content plan with gym social media post ideas. There are many types of posts that work for gyms on each platform. Get creative when creating your content. Post regularly and interact with followers and others on the platforms you focus on.
What’s the best social media platform for gyms?
The best social media platform for your gym business will depend on your audience. Each has it’s own benefits and drawbacks. You need to make sure you’re focusing on the platform(s) that your audience uses the most.
Facebook and Instagram are popular for gyms. And if you’re targeting younger gymgoers (especially Gen Z) then TikTok is worth investing time into.
How do I post fitness content and get more gym social media post ideas?
First you’ll need to set up a business profile for your brand and complete the details needed for your bio. Then you’re free to start posting.
To get more gym social media post ideas look at what is working for other fitness brands and experts. Also watch for trends on the platforms you’re using and get creative to hop on them fast!
How often should gyms post on social?
On many platforms, best practice is to post at least twice a day. Unless you have a dedicated social media manager, this may not be practical.
So, depending on your goals and platform choice, aim to post 2 or 3 times a week to maintain follower attention. Experiment and see what works best for you.
What gym social media posts will generate leads and sales?
Gym social media posts that generate leads and sales tend to promote limited time offers or showcase member stories.
Posts should have strong call to actions (CTAs) to inspire followers to enquire or sign up for a membership. And by showing how much value your members get, you’ll encourage others to give you a try.
The wrap up…
Social media is pretty much a non-negotiable for gyms and fitness clubs. It’s where many gymgoers learn about new clubs and go to research before joining. That’s even more true for Gen Z and Millennials.
Managing gym social media and creating content can be time consuming. For maximum success focus on a couple of platforms – the ones your target audience are most active on. Post regularly and create a content calendar of topics and themes for inspiration. Take time to interact with your followers, do this every day if possible.
Make the most of these gym social media post ideas to keep your content calendar packed with fresh posts:
- Member stories & celebrations
- Meet the team
- Behind-the-scenes (BTS)
- User generated content (UGC)
- How-to tutorials
- Workout ideas
- Class promotions
- Improvements & upgrades
- Personal training promotions
- Gym challenges
- Fitness events
- Giveaways & competitions
- Healthy eating & lifestyle tips
- Inspirational, motivational quotes
- Funny content & jokes
The right gym management software partner will help give your business a boost. And save you time so you can focus on your social media presence. A partner like Xplor Gym.
Get in touch to chat with our team and see what we can do for you.
by Xplor Gym
-
First published: 22 July 2024
Written by: Xplor Gym