Transform Your Gym’s Social Media Strategy: Make It About Your Members
Hey everyone, Steve from Gym Hub here! I recently received a great question in the Gym Owners Network: “I’m posting daily, but why am I rarely getting new members from social media?” This is an important topic, and I thought it would be beneficial to share my thoughts with the group.
The short answer is, we need to shift the focus away from ourselves.
Watch the video or read on to find out more:
It’s Not About Us
When people look for a trainer or a gym, they definitely want to see someone who looks lean, fit, and strong. However, fitness marketing isn’t just about showcasing our own fitness.
When you browse a gym’s Instagram profile filled with daily posts of trainers flaunting their physiques, it might give the impression that they know a thing or two about fitness. But what it doesn’t convey is who they actually help.
Shift the Focus to Your Members
If you’re posting daily but not seeing results, it’s time to mix things up. Move away from self-promotion and focus on your members. Share their success stories and highlight their hero’s journey. Think about how movies on Netflix follow a specific formula – you can do the same with your posts.
For example, talk about a member who tried various gyms before but struggled due to weight gain from an injury or a busy lifestyle. With the support of your trainers and facilities, they managed to turn things around. Describe their transformation, how they feel now, and how increased energy and confidence have positively impacted their work and home life.
Relatable Stories Drive Action
These relatable stories are powerful and can motivate people to take action, such as trying out your gym or discussing membership options. Compare this to repeatedly posting images of yourself as a fit trainer. While it’s important to show that you’re fit, there’s no need to do it multiple times. Save that for your personal endeavours, like a dating profile on Tinder.
For your business, once people know you’re capable and fit, they want to know if you can help them achieve their goals. Share stories of members who have lost weight, gained muscle, completed a fun run, or participated in a corporate triathlon. Show images of members enjoying classes or social events like a Christmas party.
Prove Your Results
Instead of just saying “we get results,” prove it. Too many of us waste time on social media merely entertaining our existing members with weekly updates. While there’s a place for that, it’s not effective in attracting a new audience or demonstrating who you help.
The focus should be more on your members. Use Instagram, TikTok, and other social media platforms to tell your members’ stories. That’s when you’ll start seeing more inquiries and new members coming directly from social media.
