Social Media & The Fitness Industry

How Social Media affects Fitness.

The Current State Of Affairs

There’s no denying Social Media has completely changed the face of the Fitness Industry. We live in a world where we have never been more connected and influenced by Social Media.

The world of information is at our fingertips and thumbs, opening up incredible opportunities for promotion, support and research. However, the door to exploitation has also been opened. We are overrun with fake Influencers and fame- and money-hungry Fitness “Stars” who have a platform to exploit the hopes, fears and desires of the public around Fitness.

So how do we wade through all the #FITSPO and use Social Media for the benefit and promotion of healthy and ethical fitness practices and supporting true fitness professionals?

It’s easy to be disillusioned with the portrayal of the Fitness Industry on Social Media, but shying away from these large platforms for connectivity, and avoiding social media will not fix the issues. As Fitness Professionals, we can be the pillars for positive change and use Social Media to support the people we are trying help.

In this module, we complete a Social Media Overview, look at how Fitness fits into Social Media and which platforms suits our business best.

  • Welcome to Strengthen Your Social, the ultimate guide to Social Media Marketing Education for Fitness Professionals, PTs and Gym Owners.

The Fitness Social Landscape

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Rather than fixating on the issues, we can focus our attention on how best to use Social Media to further our industry. Social media allows us to connect with people, share information and use for education, and inspiration to populations and audiences previously out of reach.

Social Media allows us to

  • Share Information
    Whether it is in short format tips, long blog articles, video or photos, we can use social media to share knowledge and information.

  • Build Communities
    Facebook allows us to build groups where we can create pages devoted to our members. We are able to share experiences with like-minded individuals and chat with people who share a common goal. Social inclusion and social connectivity are some of the biggest ways we can positively use Social Media platforms to encourage people to pursue their fitness goals

  • Advertise & Promote
    Facebook is the most sophisticated advertising platform in the world. Having collected so much data on its users, it has become an incredibly powerful tool for advertising and marketing purposes. The best part is, it is completely accessible to all businesses with advertising rates starting from just $1 per day.

Social Media Overview

Facebook: The Godfather Of Social Media Platforms

18 million users per month 2020 

While Facebook is not the first ever social media channel, it’s definitely the biggest and most powerful. Facebook allows you to connect with friends and family and share pictures and videos. It also has a powerful advertising platform for businesses to leverage from Facebook’s incredible data accumulation.

Facebook has incredible insights and information about its users. This makes it one of the most powerful advertising platforms in the world. Best of all, it’s relatively inexpensive to get started.

Instagram: Facebook’s Little Sister

9M Australian users per month in 2020

As a photo and video sharing platform owned by Facebook, Instagram continues to rapidly grow. It is quick to learn, easy-to-use, fun to share images and short videos and great for building strong connections and realtionships with followers and brands. When Facebook purchased Instagram in 2012, the takeover would revolutionise social media advertising.

Youtube: The World’s 2nd Largest Search Engine

10M Australian users per month in 2020

With Google the number #1 search engine, YouTube – also Google owned – comes in at number #2. As a video sharing platform where millions of users seek information, how-to and funny cat videos, Youtube is designed solely for sharing and viewing video content. The advertising platform is limited, but the channel itself can be of huge value to business.

Snapchat: The Teen Revolution

5M Australian users per month in 2020

As a video and chat messaging platform, Snapchat allows users to send videos and messages that disappear after 24 hours. Hugely popular with the under 35 market, Snapchat is one of the fastest growing and most widely used channels. Even though the demographic is young(er), Snapchat shouldn’t be overlooked by businesses wanting to market their products and services to Millennials and Gen Y.

Twitter: News & Celebrities

4M Australian users per month in 2020

Twitter is a news and messaging channel where users can “tweet” short messages and links to each other. While it is exceptionally popular in the US, Twitter hasn’t been fully adopted into Australia market with the number of users continuing to decline at the fastest rate of all social media platforms. Its limited capabilities and declining popularity makes it the least useful platform.

How Social Media Is Used

The Sensis Social Media Report provides one of the most comprehensive views of how Australians are using Social Media and why. The most significant finding for fitness professionals to consider from the report are

  • 8% of all Social Media use takes place in the gym

  • 32% of people use Social Media to watch videos

  • 28% of people use Social Media to discover more about businesses or brands

  • 50% of people are more likely to trust brands if they interact positively with customers on Social Media

  • Only 40% of small businesses in Australia has a strategic plan for their Social Media

Read through the full report

Download Here
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Which Platform Is Best?

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Need help profiling your customers? Download this Customer Avatar Worksheet to guide you on your merry way, and get you thinking about the types of Customers you want to attract to your business.

Download Customer Avatar Worksheet

When deciding on which Social Media platforms your business should work on, the first step is to look at who your customers are or what the potential customers for you business look like. We call this creating Customer Avatars or Customer Profiles. We deep dive into this in Module 3 Lead Generation.

Think about how much time you have to manage your Social Media channels – perhaps hire someone to assist you with this. Initially, there is no point setting up every channel, and not having time to post regularly on them or run them well. Start with something you can manage, then scale up.

Platforms We Recommend


EVERY Fitness-based Business needs a Facebook Business Page – whether small, large, B2B, or online. Facebook has the largest population of users with the most functions and advertising data.

Instagram for an audience focused on the visual aspects of fitness or movement.

YouTube requires constant video content being produced and can be more time consuming, but this is a great platform for education and vlogging (video-blogging).

Snapchat is ideal for a younger demographic of customers (under 30) and if you have time to create video or share snaps of your day on a regular basis.

LinkedIn is ideal for Business-to-Business (B2B) Clients, making Sales, recruiting staff, Corporate Wellness or setting up as personal Brand or Influencer.

Happy Social Media-ing