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Instagram is without a doubt one of the most popular social networking apps today. The visual nature of the platform is often attributed to its success. Hence, it’s no surprise that fitness posts are always trending on the ‘gram. If you’re a fitness professional and you’re not promoting your business on Instagram, you’re missing out on a valuable marketing tool.

Whether you’re a personal trainer or you own a gym, studio or CrossFit box, you’ll get some inspiration (or should we say, #fitspiration) from our list of successful fitness businesses marketing on Instagram below.


M2 Performance Nutrition

This network of remote nutrition coaches does an excellent job of reposting photos and videos shared by their clients. Sharing user-generated content is one of the easiest ways to promote your business. Your clients are already marketing for you on Instagram, and with the right strategy, you can repurpose their work. Not only will reposting client content grow your community, but it will also entice potential new clients to join. The M2 Performance Nutrition team makes the most of their Instagram by curating client content like progress posts and success stories.

View this post on Instagram

Congratulations to @andrearungholm for chasing after her goal of completing a marathon! 🏃🏼‍♀️ Still fueled and feeling good at the end 👏🏼💪🏼 #proudofyou – #Repost @andrearungholm ・・・ Went for a little run this morning 😝 So happy that I finally did a marathon! 42.195 km 😅☺️ Mixed feelings about the marathon it self, but so happy about how it went and how good I felt! Thanks @ziegler.mart for signing me up and being the best fiancé eeeeever 💕 #marathon #done #happy #running #southafrica #golittlewhitegirl #easytospot #sowetomarathon #mountainmarathon #allthehills #ohmy #crossfitmetalize #crossfitmetalizeladies – @m2performancenutrition Thanks for fueling me up. Never felt better 😋 🥦🍠🥔🥕🍞🍳🍗🌮🥗 #eatlikeanathlete #sleeplikeanathlete #coachesthatcare #foodisfuel #bringthecarbs

A post shared by M2 Performance Nutrition (@m2performancenutrition) on

Takeaway: Download a reposting app like Repost for Instagram and share relevant content posted by your clients. Encourage members to add your gym as a location, tag your studio or business, and use your brand hashtag so you can get notified on Instagram when they upload something share-worthy.


CrossFit TILT

This CrossFit powerhouse uses both professional and raw media on their account. High-quality images appeal visually to followers and are known to receive high engagement rates on Instagram. Raw media is not to be overlooked, however. Raw content is relatable to both current members and familiar to potential new customers. As a fitness account on Instagram, it’s definitely worthwhile to mix up your content to give off a cool yet also welcoming vibe to attract new clients.

Takeaway: Consider hiring a professional photographer to take high-quality photos at your gym. A quick search for fitness photographers in your community will yield tons of results such as Jordan Samuel Photo, Ellery Photos or TILT’s photog PQP Photo. You may even be able to barter with a free or discounted membership in exchange for their services. Alternatively, you could invest in a quality camera yourself or download some photo editing apps like VSCO.


One Nation Fitness 

This fitness enterprise draws success on social media with a little assistance from their #instafamous staff which includes the likes of CrossFit Games Veteran Athletes Austin Malleolo, Spencer Hendel, James Hobart, Conor Murphy, and Rachel Murphy.

Takeaway: If you have coaches or influencers in your community with a large social media following be sure to utilize them by tagging them in posts. This will make your content show up on their page under the “tagged” section and will encourage them to share your content as well which will expand your post reach. Just be sure to ask their permission first!


CrossFit Rail Trail

This CrossFit gym turned multi-fitness mecca offering CrossFit, yoga, barre, centergy and zumba classes has recently upped their social game. CFRT’s social channels are managed by their nutrition coach, and foodie blogger of The Balanced Rose, Samantha Manero, who runs her own successful nutrition Instagram account, @thebalancedrose. These guys brand well by utilizing their logo and text in their images to create eye-catching posts regarding news and upcoming events.

Takeaway: Download a free editing app like Pic Lab or Photofy to add text and logos to your images.


HAM Plan & Hobart Custom

This merger of online programming coaches run by former CrossFit Games Athletes, gym owners, and coaches knows how to social. Their Instagram account got off to a good start as the founders (Austin Malleolo, Spencer Hendel, James Hobart, and Kassandra Aveni) are well-known with large social media followings themselves. But not only that, between the four of these athletes, is an incredible amount of experience, knowledge, and expertise to offer as demonstrated through the educational content they share on their Insta page.

Takeaway: Provide value to your followers by offering fitness and nutrition knowledge such as tips, workouts, and how-to videos.


Have you seen success marketing your gym on Instagram? Share your best tips in the comments below!


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About the author:

Luke Handley