The gyms getting big numbers right now aren’t running production studios. They’re filming short, funny clips, slapping on trending audio, and tagging people. That’s it.

The real secret? They’re having fun with it. And when your staff and members are in on the fun, your content feels real — which is why it works.

↓ Scroll down to see this week’s 3 posts.

Engagement: 🧠 331k Likes • 327 Comments • 4m Views
Format: Reel (0:06)
Source: @flexfitnessterapa

🧠 Why It Worked:
This one clicks because it’s both funny and painfully relatable. Everyone’s had that “I got this” moment right before reality hits. What makes it smart is the collab tag with the member — instantly multiplying reach because her audience saw it too. Relatable + collaborative = shareable.

💡 Try This:
Look for “mini-fails” that happen every day in your gym. Not dangerous stuff, just lighthearted moments where people can laugh at themselves. Film it, throw a trending sound over it, and collab with whoever’s in the video. You don’t just get a post, you get their network.

Engagement: 🧠 67.6k Likes • 378 Comments • 2m Views
Format: Reel (0:13)
Source: @afnewplymouth

🧠 Why It Worked:
No workout footage, no filming. Just a trending meme with the captions flipped to a fitness joke. It worked because the gym stayed culturally relevant without having to produce anything new. The humor keeps them in the feed, and the fitness spin keeps it on-brand.

💡 Try This:
Pick one trending meme each week and adapt it to fitness. It doesn’t need to scream “marketing.” The goal is to keep your profile fresh and active, even on days when you don’t film. Think of it as content filler that actually performs.

Engagement: 🧠 19.9k Likes • 60 Comments • 1.4m Views
Format: Reel (0:18)
Source: @maxfitnessclemson

🧠 Why It Worked:
This one hits because it blends staff personality with everyday social media humor. A worker walking through the gym gets a notification → fake Snapchats about “working hard.” It’s funny, human, and instantly shareable.

💡 Try This:
Don’t be afraid to feature your staff in lighthearted posts. Members love seeing the people behind the workouts, and it shows off your culture. The funnier and more relatable, the better.

Content doesn’t need to be polished. It needs to be personal. Show your people, tag your people, and have fun with it.

The gyms with the most consistent engagement aren’t the ones posting “perfect” videos they’re the ones posting the stuff that makes their community laugh and share.

And if you post something you’re proud of this week, reply and send it over. I’d love to feature it.

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.

Would also love feedback. We’ve been thinking about adding a section showing a couple posts that we see during the week that are doing things wrong, sometimes VERY wrong.

We only want to add value here and not shame any gym owners for posting but we could blur usernames out to call out some trends that are doing the opposite of helping.

What do we think?

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