Grow your fitness business with social media

Rachel Holmes, group exercise expert and fitness industry veteran looks at how to stand out, increase engagement and grow your fitness business with social media

Social media isn’t just about posting workouts or class details – it’s about building a community, attracting clients and retaining members. Here are the latest strategies:

1. Master short-form video content

Gain visibility with platforms like Instagram Reels, Facebook Reels, TikTok and YouTube Shorts. Post engaging, high-energy content that captures attention quickly:

• Mini workout demos – 30-60-second previews of group fitness sessions.
• Behind-the-scenes – Show how you prepare for classes.
• Fitness myths vs facts – Quick, engaging, debunking clips.
• Client transformations – Before and after stories.
• ‘Day in the Life’ vlogs – Give followers an inside look at your routine.

Use trending audio tracks and hashtags to increase reach. Repurpose one video across multiple platforms with different captions and calls to action.

2. Leverage stories and polls for engagement

Stories disappear after 24 hours, making them perfect for daily updates and real-time interaction:

• Class updates and availability – Let clients know when spots are open.
• Q&A sessions – Use the question sticker for ‘Ask me anything’.
• Polls and quizzes – Example: What’s your fave workout – HIIT or strength?
• Countdown stickers – Build anticipation for upcoming events.

Save important stories as highlights.

3. Use Google Business Profile to increase local visibility

Google Business Profile helps your business appear in Google Search and Maps, so locals can find you:

• Add class schedule, pricing and location.
• Post updates and promotions weekly.
• Encourage reviews – five-star reviews boost rankings.
• Use high-quality photos and videos.

Link your website directly to your profile to drive bookings.

4. Geo-tag every post for local exposure

Social media platforms love local content, making geo-tagging a must:

• Tag your gym or studio location on every Instagram and Facebook post.
• Use local hashtags such as #LondonFitness or #ManchesterWorkout.
• Encourage clients to check in on Facebook and tag your business.

This makes your content more discoverable, increasing bookings.

5. Create a Facebook or WhatsApp group for community engagement

Facebook groups provide a private space for interaction, motivation and client retention:

• Share class schedules, challenges and fitness tips.
• Post client wins and progress updates to keep members motivated.
• Encourage discussions and accountability check-ins.

Keep your group exclusive to paying members for added value.

6. Automate Responses with ManyChat (Instagram & Facebook DM Bots)

If you receive DMs about classes, ManyChat can automate responses:

• Instant replies to FAQs such as ‘Send me your class schedule’.
• Automated follow-ups for people interested in classes.
• Lead collection – gather emails and phone numbers for promotions.

Use a call-to-action like ‘Comment “BOOK” below to get my class schedule’ to trigger ManyChat.

7. Cross-promote with local businesses

Partnering with local businesses like therapists and health stores expands your audience:

• Host a joint fitness event like a Pilates Brunch with a restaurant.
• Cross-promote services (e.g., a juice bar offering your clients discounts).
• Tag each other on social media for mutual exposure.

8. Go live and answer fitness questions

Live video boosts engagement and builds audience trust:

• Live Q&A – Answer common fitness questions.
• Mini workouts – Show a 10-minute class preview.
• Guest speaker live – Collaborate with another fitness professional.

Announce your live session 24 hours in advance to increase viewers.

9. Encourage user-generated content (UGC) and client tags

Encouraging clients to post about your classes expands your reach organically:

• Ask them to tag you in post-class stories.
• Run a social media challenge like ‘Post your sweaty selfie and tag us!’
• Feature top client posts.

Offer incentives like discounts or shoutouts for members who engage online.

10. Post consistently and schedule content

To stay visible, consistency is key:

• Use scheduling tools like Meta Business Suite for Facebook and Instagram.
• Batch-create content by filming multiple workouts in one day.
• Plan a content calendar to avoid stress.

Read more of Rachel’s insights and tips for group exercise on the FitPro blog

RACHEL HOLMES is an industry veteran who has been teaching, presenting and innovating in the fitness industry for 37 years. You can join her Supporters Business Group, where she helps 450+ instructors improve their business, marketing, sales and social media skills.  Rachel Holmes Fitness @RachelLHolmes