📋 The competition for attention just got tougher [Full Report]

Every week, the bar gets higher.

More gyms are posting, more creators are editing, and the competition for attention on social is getting tighter by the day.

That’s not a bad thing — it just means if you want your content to stand out, you’ve got to keep sharpening your skills.
Editing. Pacing. Timing. Using the right audios. Staying on top of what’s trending.

And most importantly, keeping your content fun and true to your community.

We’ve been breaking down the best gym content every week for a while now. But we want to take it one step further.

Starting soon, we’ll be doing a new section where we pick one gym, audit their content, and then create their posts for 7 days to see the difference.

No gimmicks, no agenda, just real results.
We want to show what happens when the right ideas, structure, and energy come together inside a single gym’s brand.

If you’d like your gym to be featured in one of these mini case studies, hit reply and let me know.

Now, here’s what’s working this week.

↓ Scroll down to see the posts.

Engagement: 🧠 1.2m Likes • 6.7k Comments • 22.9m Views
Format: Reel (0:29)
Source: @heaths_healthandfitness

🧠 Why It Worked:
This was pure energy. The class moves in sync to Michael Jackson’s “Thriller,” and the timing makes it impossible not to watch. It’s edited cleanly, the pacing fits the beat, and it perfectly blends fun with skill.

💡 Try This:
When you use music-based posts, focus on rhythm and editing. Even a simple group class looks cinematic when the cuts match the audio.

Engagement: 🧠 6.1k Likes • 71 Comments • 433k Views
Format: Reel (0:18)
Source: @vcboxingbuenapark

🧠 Why It Worked:
Everyone’s felt it, that moment when you almost skip class. The twist comes when the trainer is already dancing on the desk, hyped on caffeine since 3:30AM. It’s funny, relatable, and shows your culture’s personality.

💡 Try This:
Show both sides of the energy: members dragging in, trainers fired up. It’s authentic and reminds everyone that your coaches set the tone.

Engagement: 🧠 17.1k Likes • 127 Comments • 565k Views
Format: Reel (0:011)
Source: @x4_homewood

🧠 Why It Worked:
Quick humor, perfect pacing, and a scenario anyone who’s touched a rower can relate to. It’s short, visual, and instantly shareable.

💡 Try This:
Capture small gym fails that everyone secretly laughs about. Keep it short and caption it clearly — that’s what makes it replayable.

You don’t need to outspend anyone — you just need to outcreate them.

🚫 Content That Fell Flat

We still see gyms posting long, silent workout clips with no editing or direction. In 2025, that’s just background noise. You’ve got to give people a reason to stop scrolling… a beat, a joke, a moment that feels alive.

The competition for attention is real, but it’s also an opportunity.

Every gym is using social now — but most are doing it without a plan, without editing, and without personality.
That’s where you can win.

Keep experimenting, keep having fun, and keep getting better.
And if you want to see your gym’s content featured (and maybe built out by us for a week), reply to this email and let’s make it happen.

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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