Content strategy for gyms and fitness studios
Your coaches are the product. Put them where people can see them.
People don’t join for equipment. They join for the coach they think will finally help them stick with it.
Sound familiar?
-
January rush, February ghost town
Ads bring in signups that cancel. Content brings in people who already like how you train.
-
Workout clips are everywhere
Every gym posts exercises. Followers save them and never walk in.
-
Members don’t know your story
Why you opened and what you believe about training is what makes someone choose you.
Where I’d start
Three starting points. The real formats come out of the audit, built around your people.
-
01
Coach’s corner
One coach with a strong personality and one recurring format. Teaching, opinions, honest takes on fitness trends.
-
02
Member journeys
Follow a real member over months, with permission. Progress people can relate to beats perfect bodies.
-
03
The first day
Show exactly what happens when someone nervous walks in. It removes the biggest reason people never join.
I did it for my own business first.
-
298M+
Organic YouTube views across two channels
-
424K
Subscribers on the main channel
-
1,663
Videos published
-
$0
Spent on ads
One 41-minute video took three days to make and has earned about $25,000 over two to three years. That’s what content that pays you back looks like.
How it works
-
01
Audit
I review your channels, your content and how it gets made, and tell you what’s wasting your time.
-
02
Roadmap
You get written actionables: what to make, who should make it, and how often.
-
03
Build
Put the right person on camera and post with feedback. Ninety days of reps, then your team runs it.
The Audit
$2,500
A one-hour call reviewing your channels, content and workflow. Written actionables, check-ins over 90 days, and a re-audit at day 90.
Questions
We’re a small studio. Can we compete with big chains online?
Small studios usually win this. Big chains post brand-safe content nobody remembers. You have people with personalities.
Do I have to be on camera myself?
No. Part of the audit is finding the right person, and it usually isn’t the owner. Your best spokesperson is probably already on your payroll.
Isn’t it too late for us?
It’s not too late. But in two years you’ll say it’s too late, and wish you’d started two years ago.
Find out what your gym should be posting.
A few questions. If an audit is the right next step I’ll tell you. If it isn’t, I’ll tell you that too, and why.
Book your audit