Let’s cut to it. Most gyms aren’t getting the results they want from content. Not because they aren’t posting, but because they’re stuck playing the wrong game.

Here’s what’s working right now:

✔️ Lo-fi content with personality
✔️ Raw humor that feels unfiltered
✔️ And one strategy you need to be using more: collabs.

This week’s posts are all perfect examples — gyms teaming up with their coaches, members, and creators to multiply reach, tap new audiences, and ride the wave of trust that comes from content people actually care about.

If you’re still trying to do it all in-house, alone, it’s time to rethink the playbook.

And hey, if you’ve got a post you’re proud of, one you think should’ve blown up but didn’t, or just want a second pair of eyes on your content strategy… reply to this email. Seriously. We read every response. We want this thing to help you win, not just show you what’s working for everyone else.

👇 Scroll on for this week’s top performers and a breakdown of how to make content that doesn’t just entertain — it brings people in the door.

Engagement: 🧠 247k Likes • 393 Comments • 5.8m Views
Format: Reel (0:27)
Source: @intension_health_club

🧠 Why It Worked:
It’s hilarious, unexpected, and completely organic. The contrast of gym intensity with absurd roleplay grabs attention fast. Add in the exaggerated king energy and yoga “worship” moment and it feels like a scene out of a meme — scroll-stopping and super shareable.

💡 Try This:
Film quick, low-effort skits based on exaggerated gym stereotypes or inside jokes. Use props, contrasts, or unexpected behavior to grab attention in the first second. Keep it raw, fun, and easy to replicate and tag or collaborate with whoever’s in the video to expand your reach.

Engagement: 🧠 150k Likes • 326 Comments • 2.9m Views
Format: Reel (0:22)
Source: @crunchpleasanthills

🧠 Why It Worked:
It’s funny, shareable, and most people do have that one friend who just follows their lead in the gym. The caption hits that dynamic perfectly. Add in the fact that he’s walking through the facility, and now you're sneakily showing off the gym without it feeling like a tour. Viewers get entertained and get a peek inside.

💡 Try This:
Use trending sounds and familiar pop culture references to highlight funny or awkward gym moments. Keep it short and make sure the joke is clear without needing a caption.

Engagement: 🧠 798k Likes • 5,192 Comments • 18.9m Views
Format: Reel (0:04)
Source: @tribe7fitnessstudio

🧠 Why It Worked:
Short, punchy, and instantly relatable. The “POV: first time at the gym” setup hooks viewers fast, while the fail makes it funny and shareable. That combo of quick laugh and relatability is what drives high engagement on Reels right now.

💡 Try This:
Keep it short, real, and funny. POVs that exaggerate gym mistakes get shares, laughs — and reach.

We saw a few gyms fall into the trap of over-editing again… perfectly lit shots, long intros, cinematic music… and barely any engagement.

One reel in particular had a full 15-second intro before showing anything eye-catching or gym related. That’s a scroll.

Lesson: Nobody cares about your logo reveal or dramatic pan. Save the polish for your website. On Reels, you’ve got 1.5 seconds to earn attention. Lead with action, humor, or something unexpected. Then give the context.

If you take one thing away from this week — let it be this:

People don’t just come for workouts. They come for the culture.
Every post that hit this week felt like it belonged to a gym you’d want to train at, hang out in, or tag a friend in.

Keep showing the human side. The funny moments. The chaos. The community.

Oh… and if your content didn’t do numbers this week? Good. That means you’re testing. Just don’t forget to learn from it.

See you next Friday.

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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