As a boutique fitness consultant, this is my most asked question on discovery calls. The need to show up perfectly on Instagram is part of our current culture, but it's holding you back. Let's break down what I would (and wouldn't) do if I were running a fitness studio social media account right now. 

First, What I Wouldn't Do:

1. Worry about the number of followers I have or likes my content gets. That doesn't mean you don't want to use your insights to discover what kind of posts your clients want more of, but you can stop chasing an arbitrary number. 

2. Spend hours on perfectly curated content. You don't need to stress about a perfect 9-box grid. Ten years ago, we were obsessed with beautiful Instagram feeds, but now most people interact with your content from their FYP, meaning they never see your grid at all. In the world of AI bots and professional influencers selling anything that brings them a check, consumers are looking for real. According to a recent survey, 86% of consumers said authenticity was the most important factor when deciding which brands to support. That perfectionism is actually hurting you. You do want consistency in your branding so it's recognizable as yours, but let go of the over-curation. 

3. Follow my competitors. We don't care about what they're doing, selling, or posting. Unfollow them if they're muddling your creativity.

4. Try to post every day until I fall off the wagon, take three weeks off, and repeat forever. Choose a schedule that works for you and stick to it. Just like we tell our fitness clients, consistency brings results.

5. Chase trends or over-automate with generic content. If trends inspire you, great! Use them as a tool, but watch out for the "Here's how I gained 100k followers in 10 days" trending tips. Focus on evergreen content that stays relevant long-term and save trends for occasional surprises. 

Start Here:

First, who is your ideal client? What kind of person are they? What are their interests? What type of content do they consume? What are their goals and challenges? What brings them to your page? Don't skip this. Grab a pen and jot down exactly who you're trying to talk to. It is impossible to speak to someone you haven't identified, and if you're not talking to them, you're not connecting with them. 

Next, decide what you want your content to make followers feel. Inspired? Excited? Understood? When you get ready to post, check to make sure your messaging and goal is clear. Don't post just to post. If you don't have anything to share, take the day off. You're not paid per post. 

Your ideal social media formula is:

Who you're talking to + What you want them to feel + How you like to show up on social media + How often you want to post

As a consultant, when I look at a fitness studio's page, I look for a few central themes immediately.

1. Your Clients. 

People are 35% more likely to visit a business that has photos of their customers. So add "take pictures" to your staff's to-do list and put a photo release in your client waiver so you can take pictures. (Note: there has been a lot of messaging around consent during photos in vulnerable poses like Savasana- so make sure you're not taking advantage of that photo release). Your goal is to show that your studio is real, authentic, and genuine, which means you need pictures of your clients to prove it. 

Try to capture a variety of your clients- if your ideal client is a 45-year-old mom who is just finding her way back to fitness, make sure your feed isn't full of 20-somethings in sports bras just because you think they're photogenic (I've seen this exact scenario). Most potential clients will go to your social media to see "Would I fit in here?". They're not looking to see if you nailed that lip sync trend; they want to make sure they wouldn't feel out of place in class.

2. Proof of Your Community.

Community is an over-used buzzword in the fitness industry, but it's still the number one thing clients are looking for in a studio. So don't talk about how great your community is; show it with candid photos and videos of your clients chatting between classes or hanging out in the lobby. If your studio is killing it in member engagement events like member hikes, brunches, or movie nights, make sure you're posting photos. Your job is to show how incredible your studio is, especially compared to those big brands and box gyms. You don't have their marketing budget, but you do have an incredible community of clients who want to see you succeed. 

3. Celebratory Client Culture

Studies show that 50% of people avoid going to the gym because they're afraid of being judged, so show your clients celebrating each other's wins and cheering each other on. I like to include:

• Videos of clients singing Happy Birthday in class

• Pictures of clients signing the class club barre

• Videos of clients high-fiving after class

• Pictures of workout buddies who come to class together

4. Real Results

Clients join a fitness studio because they're looking for results. To prove your methods work, showcase their successes through milestones, challenge boards, video testimonials, and client reviews. 

5. Behind the Scenes

Get a little vulnerable and let your clients follow you around. One of your strengths is that you're not a big brand, so let them see the love (and work) that you pour into your studio. Social media is supposed to give people a front-row view of your real life. Take them with you when you're choosing new props, planning your classes, or setting up for events. The more clients feel like they know you, the more they trust you (and the less likely they are to cancel when something doesn't go their way). 

Specific Social Media Strategy:

I've been doing this for a while, so I can hear you saying, "That's great, but what exactly do I post?" I know you're not going to love this, but it depends.

If a client told a friend, "You have to follow X Studio's Account because___________________." What is that reason? There's your raison d'etre for posting. Do more of that! 

In other words:

1. What is the feeling you want your clients to get from your posts?

2. How can you deliver that feeling in a way that is authentic to your skills, personality, and style? (If the idea of talking on camera makes you break out in hives, skip the educate via reels content.)

3. What does your audience interact with the most? Go to your insights and pull your top posts for the last 90 days. What format are they? What do they have in common? I bet they feature pictures of you, your staff, or your clients. 

But if you want a system, let's build one. I'm a buckets gal; I work best with overarching themes, so if you're like me, think of themes rather than individual posts. 

Great, But I Want a System.

Okay, okay. Here you go:

1. Sketch out a theme of the month. It could be healthy meals on a budget, poses that help with back pain, starting a new routine, or something super simple like springtime or balance. 

2. Take your theme of the month and turn it into four weeks of content buckets. For example, if the theme is back pain, focus on that all month. You can and should pepper in other content, like in-studio photos and culture, but sticking with a general theme will make your job a breeze and build consistency for your followers. 

3. Create specific post ideas or frameworks for each week. 

1. Week one is an introduction to why spine health is important.

2. Week two reels explaining at-home exercises like child's pose and Cat-Cow.

3. Week three could be behind-the-scenes of you planning studio classes that focus on back pain and a story engagement asking followers about their back issues. 

4. Week four is testimonials and videos from clients who have had their back pain fixed by your classes. 

4. Once you have your weekly themes, turn them into specific daily posts using a calendar like this one in your Studio Success Planner. Join the waitlist to grab yours when they launch.

5. Repeat. 

Now, you have a month's worth of content framework, and you can add extra pictures, videos, stories, and any other studio happenings you want. This takes pre-planning, but it isn't hard, and it improves your overall strategy cohesiveness.

Remember, Your Content Should Inspire Followers to:

• Share or send to a friend (like a meme, Capcut, or GIF)

• Think, "That's me!" or "Me, too!" 

• Save the post for later (i.e., carousels with tips)

• Feel like they're getting a private behind-the-scenes tour

• Learn something they've been wondering

• Watch because they're entertained- like a silly trend

Notice I did not say sell anything. Your followers aren't here to learn about your upcoming sales- put those in your stories instead.

Finally, your goal is to get clients to move from Instagram to your email list by building trust with your content. Not every post needs to be a star; instead, think of it as a piece of your online presence puzzle that builds trust and positions your studio as the place to go. When we phrase it like that, it doesn't feel quite so intimidating, right? Consistency and Clarity in your messaging. You can do this.