If your gym’s still posting flyers or flexing a 405 deadlift in slow-mo with no music… you’re basically yelling into the void. Instagram isn’t waiting for you to catch up.

This week we’re breaking down three posts that nailed it by leaning into humor and storytelling — without feeling staged or corporate. Real members, real laughs, real community vibes.

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

Every post this week is rooted in humor — but not just for laughs.

You’ll see how gyms are:

And if you’re still posting another slow-mo squat video with no context…
You’ll know exactly why no one’s sharing it.

Engagement: 🧠337 Likes • 18 Comments • 31.5k Views
Format: Reel (0:06)
Source: @ocfitirvine

🧠 Why It Worked:
This trend’s been around a while, but it still gets laughs when done with personality. Two members bicker over being the “favorite,” while the trainer’s inner dialogue says exactly what every coach thinks: “Not these two again…”
It works because it’s relatable, lighthearted, and member-driven — you don’t need high production to get attention.

💡 Try This:
Don’t recycle old trends word for word. Instead, twist them with inside jokes only your members would get. Think:

Engagement: 🧠 55.3k Likes • 154 Comments • 2.4m Views
Format: Reel (0:12)
Source: @f45cheltenham

🧠 Why It Worked:
This F45 nailed it: two tall guys, one small girl in the middle, barbell across their shoulders. They march in sync, then hoist her into the air while she keeps “walking.”
It’s funny, creative, and screams teamwork. The kind of post members share in group chats because it shows off gym culture without being a boring group photo.

💡 Try This:
Use props + exaggeration.

The key: everyone’s in on the joke.

Engagement: 🧠4,622 Likes • 57 Comments • 287k Views
Format: Reel (0:11)
Source: @steelcitycycle_

🧠 Why It Worked:
Short, simple, brutal honesty. Trainer says: “Add more weight.” Member says: “I hate you.” Every lifter has lived it. It’s relatable enough to stop the scroll and funny enough to share.

💡 Try This:
Build a mini-series around “trainer vs member moments.” Examples:

We saw a gym post a 90-second slow-mo squat with zero music and zero context. Respect the weight, but Instagram doesn’t. There’s no hook, no story, no reason to share.
Remember: lifts aren’t content, stories are.

✅ Try instead:

Your gym doesn’t need expensive gear or influencers. The best content usually comes from inside jokes, member personalities, and exaggerating the stuff everyone already feels.

Keep your camera rolling, lean into humor, and tag the people in the video — collaboration = free reach.

And hey, if your gym pulls off a funny skit or member moment this week, hit reply. I’d love to see it (and maybe feature it in next week’s report).

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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