ten Fitness Brands Winning Social Media

25 Jul

We’ re emerging from hibernation into the height of tone-up time of year as days get longer plus swimsuit weather inches closer. It appears as though everywhere one turns on social media there’ s a workout recommendation or detox plan begging for a click-through.

So which fitness brand names are winning the race associated with social media wedding now ? What can your brand study from the winners? We tracked a multitude of fitness brands (from CrossFit in order to Health mag) during the past week, picking probably the most successful on Twitter, Facebook plus Instagram, and learning some classes that brands from any business can benefit from. In no specific order:


By now you may have noticed that the particular fitness WOS – Word In the street, not to be confused with WOD, Workout Of the Day – is “ CrossFit. ” Focusing on high-intensity workout routines, extreme strength training, competition, and team-work, this brand has built a cultish group of followers and taken the fitness globe by storm.

Most Engaging Brand Tweet

Considering that a major feature of CrossFit’ s i9000 brand is perseverance and self-improvement, it makes sense that their followers might respond well to Tweets that will encourage and simultaneously reinforce these types of themes.

The majority of Engaging Brand Facebook Post

Crossfit Facebook post

This post’ t engagement was largely driven simply by CrossFit-ers expressing dismay and incredulity at this workout’ s level of trouble. Ranging from hilarious meme commentary in order to expressions of fear about striking the “ box” for this exercise fixed, it’ s a great example of exactly how heavily engaged Cross Fit followers are on Facebook.

Most Engaging Brand Instagram Posting

This particular Instagram post received a substantial amount of wants and positive comments from fans, showing the effectiveness of CrossFit’ s against-all-odds message.

Brand name Learnings

  • CrossFit gains audience engagement simply by inspiring and building local community on social media
  • What’ s most effective on Twitter: encouraging quotes
  • What’ s most successful on Fb:   commenting on tough, terrifying, and awe-inspiring WOD’ t along with fellow CrossFit community members 
  • What’ s i9000 most successful on Instagram:   motivating (and sometimes tear-jerking) video and photo content

Nike Training Club

Nike Training Club, a favorite smartphone app built for women offering workouts from professional athletes plus recommended exercises, provides substantial free of charge content while simultaneously showing off Nike’ s latest workout gear upon aspiration-worthy athletic bods. Its social media marketing presence is largely devoted to driving application downloads with the incentive of exceptional content.

Many Engaging Brand Tweet

In this Tweet, Nike utilizes aspirational celebrity athlete content (via a seriously fierce image) in order to direct folks towards its application (and the exclusive content to be seen there).

Many Engaging Brand Facebook Post

nike training club facebook post

Nike pas cher Training Club uses Facebook to boost its connection with fans. This post enables fans know what’ s in the future in the app, which is clearly a highly effective strategy.

The majority of Engaging Brand Instagram Post

This post properly exploits Instagram’ s role since the place for rich, appealing visible content. It doesn’ t supply new information, but it does obtain the credit card in an athletic frame of mind.

Brand Learning

  • Nike Coaching Club strategically posts different content on  different social media marketing platforms for different purposes.
  • Twitter is for driving followers towards the app 
  • Facebook is for publicizing what’ s following on the app and deepening enthusiast connection with the app
  • Instagram is for  attractive visual content that tugs at the wallet 


Equinox is an upscale gym with places in major American, Canadian plus UK cities. While it doesn’ capital t have the impressive follower counts associated with more mass market gym brand names (see below),   it will get a lot of love from the followers it will have. From March 26-April two, 2, 132 of Equinox’ s i9000 8, 597 Twitter followers engaged with all the brand– an impressive 1/4 of its supporters.

Most Appealing Brand Tweet

The success of this Tweet is all about time, timing, timing. Who doesn’ to want a longer weekend? What much better way to motivate people to come to your own gym than by linking their own desire for more meaningful moments together with your brand? It’ s no chance that this Tweet went out on a Weekend morning.

Many Engaging Brand Facebook Post

equinox facebook post

This post is successful for 2 reasons: it includes a pun (everybody loves a pun), and it will remind people of an exercise we should most be doing.

Brand Learnings

  • Equinox has found social media marketing success by using a broad range of articles, always deployed with good time: humorous content, aspirational content, and emotion-centered content.
  • Equinox maintains regularity across all social media channels because of a well-defined  sassy, direct brand name voice.


SoulCycle, a quickly expanding spinning studio chain having a cultish following that includes the likes of The oprah show and Kelly Ripa, is growing rapidly on social media, too. SoulCycle likes to respond to customers both happy plus disappointed on Twitter, and frequently up-dates its social media channels with moving, timely content designed to get peeps off their butts and on to bikes.

Many Engaging Brand Tweet

Once again, inspirational quotes upon Twitter FTW.

Most Engaging Brand Fb Post

Screen Photo 2014-04-02 at 5. 10. nineteen PM

SoulCycle carries its powerful moving content over to Facebook, too, publishing videos and repping its “ Soul Cycle family” – delighted employees and customers galore. Most Engaging Brand Instagram Post

This post had been put up on baseball’ s starting day, proving that brands may win by including content in a roundabout way related to their product or service.

Brand Learning

  • Inspiration wins once more in the form of short quotes on Tweets, but brands may deepen their relationships with followers on Facebook
  • Brand content doesn’ t necessarily have to be linked to brand item to win on social media

24 Hr Fitness

twenty-four Hour Fitness is the world’ h largest (by memberships) privately possessed and operated fitness center chain. It offers more than 420 clubs in eighteen states in the US. With such a huge reach and customer base, it’ s the fast food of fitness– convenient, efficient, and always obtainable.

Most Participating Brand Tweet

twenty-four Hour Fitness is direct within asking its followers to connect to its posts. This post is successful since it asks followers to do a specific matter, and asks them to agree or even disagree with a positive message– which usually, of course , pushes people to align them selves with the positive message.

Most Engaging Brand Fb Post

24 hr fitness facebook post

Notice anything comparable about this post? 24 Hour Health and fitness promotes the same material on Twitter, just with a different introduction. This particular ensures they widen the net for his or her content, catching people who might   be on Facebook but aren’ t on Twitter, or vice versa.

Brand Learnings

  • Publishing the same content on different social networking channels can work when the content is compelling enough for your audience and if you are trying to strike different segments of your customer foundation that might heavily prefer one social media channel over an additional

Anytime Physical fitness

Anytime Fitness, one more widespread fitness chain, has dual the engagement on Facebook it does on either Instagram or even Twitter (and an overwhelmingly bigger amount of fans). Is this because, because recent finding suggest, Facebook will be drawing older users and generating away younger ones? While At any time Fitness has plenty of content that will appeals to younger people on the feed, it is one of the few national fitness center chains that markets to seniors, as well.

The majority of Engaging Brand Tweet

This Twitter update gives the people what they love: useful lifestyle content they don’ capital t have to pay for. It doesn’ capital t take a rocket scientist to see the reason why it was a retweet gem.

Most Engaging Brand name Facebook Post

anytime fitness facebook post

  With all the home elevators fitness out there, it’ s simple to feel overwhelmed. This post provides obvious data that helps clear up any weight training confusion.

Most Participating Brand Instagram Pos t

The written text that goes with this post (click to see) demonstrates Anytime Fitness’ h love for its members. Members prefer to feel appreciated, and the popularity of the post makes that clear.

Brand Learnings

  • Strategy suggestion: provide free content that’ t actually useful  for more engagement
  • Build trust and a positive organization between your brand as well as your audience by clearing up any dilemma they might have about your general market
  • Show your own customers/audience/members some love to feel the social media love back again

Gold’ s i9000 Gym

Gold’ h Gym is an international gym string known for its friendliness towards bodybuilders and its innovative classes, such as  “ Cardio Cinema, ” in which members watch full-length films during treadmills instead of reclining in chairs. Just like their gyms, Gold’ t maintains an intense but playful existence on social. The majority of Engaging Brand Tweet

There’ h that intense presence I was discussing.

Most Participating Brand Facebook Post

golds fitness center facebook post

And again, such as 24 Hour Fitness, we’ ve got a Twitter/Facebook content recognition repeat.

The majority of Engaging Brand Instagram Post

It’ s the trifecta!

Brand name Learnings

  • Know your audience: Clearly, this message (interestingly, the opposite of 24 Hour Fitness’ s message) resounded well along with Gold’ s Gym’ s target audience, since it was a top performer upon all three major social media stations. This is a great example of a brand along with a strong, accurate feeling of self .

Crunch Fitness

Crunch Fitness is an American health and fitness club chain that strives to create workouts fun and the opposite of uninteresting, a sensibility it imbues in most its social media content.

Most Engaging Brand Twitter update

The particular Elvis Duran Show , a favorite morning radio show in Nyc, combined its forces with Crisis for a video segment that it furthermore aired on the radio. This kind of cross-platform exposure works well for Crunch.

Most Engaging Brand Fb Post

crunch gym facebook post

Enough said.

Most Engaging Brand Instagram Posting

This particular playful Instagram video publicizes Crunch’ s Rocky-inspired class and provides audiences with a chuckle-inducing workout demonstration, as well.

Brand Learnings

  • Joining up with other brands and celebrities is a good way to spread your brand to the people who otherwise might possibly not have been exposed (or remind them of your brand’ t capabilities/features)
  • Make use of #tbt in a creative way and watch audience engagement pull off
  • Instagram video clip is a great tool to get setting your post apart from all of the other’ s on an user’ t feed

Health Magazine

Health  mag has built an ultra-strong fitness brand name by providing innovative content with everything from weight reduction recipes to workout video clips. They will perpetually release a wonderfully wide range of fitness-related content, but what’ s executing the best right now?

Most Engaging Brand Tweet

The plank makes a return appearance on this list! Apparently, fitness enthusiasts like learning power moves that they don’ t have to go to the gym to do.

Most Engaging Brand Facebook Post

health magazine fb post

Recipes are a great driver for getting people to your site and making ’ em stay there– plus, on social media, they provide unique added value and quality pics.

Most Engaging Brand Instagram Post

But it’ s not all eating clean.   Health  prides itself on a message of balance, not deprivation, so images of beautifully hued macaroons sporadically make their way onto their Instagram (a great move for tailoring content to the visual social network).

Brand Learnings

  • Health  succeeds by posting a wide variety of content   on all its social networks
  • Tailor the content to the social network

Jillian Michaels

Jillian Michaels, a personal trainer who came to fame through the  Biggest Loser  TV megahit, now has her own fitness megabrand that includes everything from DVD’ s to apparel. She walks a fine line of being a celebrity and health authority, and is incredibly popular on social media.

Most Engaging Brand Tweet

Michaels preaches a message of hard work and radical self-acceptance. The philosophical bent of her brand is a big part of what draws her audience.

Most Engaging Brand Facebook Post

jillian michaels facebook post

Michaels spreads the same message to Facebook fans.

Brand Learnings

  • Uplift ’ em : people respond well to positivity that’ s non-branded (and seems appropriate to your brand). Don’ t be afraid to post a non-branded piece of content for higher rates of engagement.


So, we’ ve learned many things. Mainly that people love posts about planks (just kidding) (say that ten times fast). But there are also some questions left in the air, such as:   Does the amount of fans and followers that fitness brands have on social media correspond to their member/subscriber base? How does a brand go about figuring out that connection?

What do you think it takes to get a fitness brand to see success upon social media? Is there a formula or even is it different for different brands based on a target audiences? How can you apply this particular industry’ s social media lessons for your own campaigns? Holler in the feedback below!!

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