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Gym Marketing: Guide to Instagram for Gym & Fitness Professionals

Posted by Danny Sherrard on 23 January, 2018

We previously discussed Facebook advertising and its effectiveness in promoting your gym or fitness studio. Facebook may have a larger user base, but Instagram is the home of user engagement, it's growing user base spend on average between 25-30 mins on the platform liking over 4 billion posts per day . What does this mean for your fitness business? You need to get on it, STAT! 

When you build an Instagram strategy with your ideal customer profile at the core, you have the potential to create a cost effective means of acquiring new clients and keeping existing ones engaged. 


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Follow these top tips for Instagramming your #fitness #business today:


If you want your Instagram account to be found organically, you need to be proactive. By simply liking, commenting and regramming posts by profiles within your niche, you'll begin to see a steady increase in followers and overall account engagement. When it comes to Instagram, this engagement will be crucial to your success. 

If you really want to maximize your reach, you should create a content schedule with daily post inspiration, keeping you on track for success. Whether you opt for a motivational Monday post, a Tuesday training tip, a wellness Wednesday piece of advice, or client success stories, there are loads of ways to keep your content unique, creative and inspiring. 

Don't forget to select your timing wisely. What time is your ideal customer most likely to see your post in their feed? Is it on the morning commute, or 10pm when the kids are gone to bed? 



Why use hashtags? Hashtags help new users find your Instrgram account. So do your research! A quick google search for the best Instagram hashtags will bring you a top 100 of all time with tags like  #instagood and #photooftheday.

In the fitness sphere, Precor discuss 51 hashtags that will help you to achieve your fitness goals. Popular tags include:

  • #FitnessAddict
  • #GetOutside
  • #GetStrong
  • #GirlsWhoLift
  • #GymLife
  • #GymTime
  • #NoPainNoGain

By using multiple hashtags that are relevant to your space, you can engage new audiences that fit the ideal customer profile we mentioned earlier.  Studies suggest a 70% rise in engagement on posts with 11+ tags. Make the most of tools such as Websta.me for additional hashtag research that match your services. 


3.Pick a style or theme

What to post? Instagram photos with faces generate 38% more likes than those without. Most importantly, Instagrammers like high quality images!

If you run a fitness studio don’t seek business, instead, snap classes in progress, faces of your members training or different techniques you discovered. Behind the scenes content generates far more engagement than trying to sell a product.

So, the number one rule? Forget Your Brand…...for now. People don’t want to follow brands. Yes you’re looking for brand awareness but pushing it in users faces will lead to low engagement and a loss of followers. Post what you’re about, your philosophy, the day to day operations of your business. Be playful and don’t be the sales guy! It’s ok to promote a product but don't overload. Consider the 4-1-1 rule of content marketing by Marketo.

4. Build a community

Use call-to-actions to keep your followers engaging with your content across Instagram and even your website. A call-to-action encourages users to take a particular action, whether that be to try a new workout style, product or even to visit an upcoming class at your studio.

By giving your followers high quality content, you can keep them coming back to your profile, liking, commenting and essentially, spreading the word of your brand! 

If you post something that relates to a follower, tag them in it e.g “Work hard, play hard with @therock.” You can jump on their follower bandwagon and reap the rewards too.


5. Create instagram stories

Instagram Stories is a feature that lets you post videos and images that disappear after a 24 hour window. Stories appear at the very top of the Instagram feed, giving you the opportunity to really get your brand in front of your followers!

When followers engage with your Story, it's more likely to show at the very top of their feed, ensuring you keep your community actively engaging.

Not to mention, stories are also a great way to build hype around your facility, for example, by sharing "Sneak Peek" content and "day in the life" style videos. 

With Glofox you could use the social booking links feature to drive followers to a particular class or membership offer, allowing them to book easily. To find out more why not take the 5 minute tour. 

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Your gym or fitness studio is something that should be celebrated and Instagram should be a way for you to celebrate that success that you've worked so hard to achieve. So, write down your strategy for Instagram and hang it on your wall. Then get on it! You’ll be opening your business to opportunities previously unimaginable. #Win!


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Topics: Marketing & Social