You’ve probably noticed this in your feed. Some gyms post funny videos, some post emotional ones, some share transformations… but there’s no thread tying it all together.

It feels random. Disconnected.

That’s the danger of posting without a clear voice or vibe — even if your content is good, people can’t feel your brand.

Cohesive content doesn’t mean everything looks identical. It means your posts all feel like they came from the same place, the same people, and the same community.

Your tone, humor, energy, and message should carry through everything you post — from serious coaching moments to lighthearted reels.

If someone saw one of your posts out of context, would they still know it was yours? That’s the goal.

Your audience can feel the energy behind your content. When it’s authentic and consistent, it builds trust — not just with new people seeing your page, but with your members, too.

Every post is a touchpoint. When those touchpoints all tell the same story, you build a brand that people recognize, relate to, and stick with.

This week’s content all has that. it’s funny, on-brand, and feels like something you’d actually see happening in a real gym.

↓ Scroll down to see what’s working right now.

Engagement: 🧠 160k Likes • 576 Comments • 1.9m Views
Format: Reel (0:15)
Source: @westcoastfitnesslacey

🧠 Why It Worked: This one blew up because it took a simple interaction, a member saying she wants to cancel — and flipped it into a perfectly executed punchline. The subtitles, pacing, and humor all feel natural. It doesn’t rely on fancy editing, just great timing and personality.

💡 Try This: When filming skits, use real staff or members who actually act like themselves. Humor lands best when it feels like something that could happen in your gym.

Engagement: 🧠 6k Likes • 80 Comments • 231k Views
Format: Reel (0:05)
Source: @setsbuilt

🧠 Why It Worked:
Relatable humor at its best. Everyone’s played down their effort to avoid a heavier weight. It’s short, expressive, and connects with real emotions people feel during a workout.

💡 Try This:
Film exaggerated versions of small, funny truths from training sessions. The more specific, the better — it makes your content feel inside-joke-level real.

Engagement: 🧠 170k Likes • 5 Comments • 30k Views
Format: Reel (0:06)
Source: @maxfitnessclemson

🧠 Why It Worked:
It’s quick, it’s funny, and it feels like something every gym with a posing room has experienced. The joke works because it shows personality — not just from the member, but from the staff too.

💡 Try This:
Show playful interactions between your staff and members. These moments make your community feel alive and remind people that your gym is more than just workouts — it’s culture.

If your content feels scattered, your community will too. Build a brand that people can actually identify, it’s what turns casual viewers into loyal members.

Your gym’s online presence is an extension of your floor. The energy, the humor, the people that should carry through every post.

Cohesiveness isn’t about perfect branding or polished videos. It’s about being consistently you.

When your content feels authentic, aligned, and a little bit human, your audience feels it. And that’s what keeps people around, online and in person.

If you post something this week that nails that vibe, hit reply and send it over. I’d love to see it and maybe feature it next week.

This newsletter exists to raise the bar for gym content everywhere.

If it helped you see what’s working, it’ll help someone else too.
Share it with a gym owner who’s ready to stop guessing and start posting with purpose.

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