This week’s posts show something important.
There isn’t just one “type” of successful gym content anymore.

Some posts are built for reach.
Some are built for social proof.
Some are built to strengthen your internal community.

And if you want your studio to grow in 2025, you need all three working together.

Most gyms only focus on one. The ones that stand out understand the balance.

Let’s break it down.

↓ Scroll down to see the posts.

Engagement: 🧠 274k Likes • 2,467 Comments • 8.1m Views
Format: Reel (0:18)
Source: @revel.training.prahran

🧠 Why It Worked:
Simple, familiar, and instantly relatable. Even though the format is older, it still performs because everyone gets the joke.

💡 Try This:
Don’t be afraid to reuse formats that already work.
Put your own twist on it and keep it relevant to your members.

Engagement: 🧠 150k Likes • 326 Comments • 2.9m Views
Format: Post Carousel
Source: @hodgesfit

🧠 Why It Worked:
It’s pure community content. It may not go viral, but it strengthens your culture and attracts the exact people who fit your studio. These are the type of posts that get more of the people inside your studio involved.

💡 Try This:
Mix in posts that highlight real humans doing real things. Tag your members and showcase their talents.
Your community should feel seen.

https://www.instagram.com/reel/DQtYYhoDWUR/?igsh=NTc4MTIwNjQ2YQ==
(this link wasn’t working so click it, didn’t want to take it out since it’s a really good video!)

Engagement: 🧠 476k Likes • 2,307 Comments • 13.6m Views
Format: Reel (0:16)
Source: @gymname

🧠 Why It Worked:
Another viral skit idea that works for both member engagement and also will drive traffic to your profiles. It was during a class or in a class concept so showcases the facility as well. Mixing a good idea while still showcasing what your facility is about can hit all different avenues of traffic.

💡 Try This:
Weekly or monthly brainstorms with the team. These can be a bit more planned out, stay organic but these are the type of posts that can be a bit more sporadic. Once a week is fine. Fill everything else with the content that’s easier, faster, (and sometimes more fun) to pump out.

Long workout clips with no energy and no purpose.
No editing, no pacing, no hook.
This type of content just blends into the feed.
You have to give people a moment, a feeling, or a reason to stop scrolling.

Theme of the Week
Every type of content has a different job.

• Viral posts create traction
• Educational or proof-based posts build authority
• Community posts grow the people inside your building

Most gyms only chase virality.
The smartest ones balance reach with belonging.

If you want your content to actually drive growth, think of it as a balance of three things: reach, trust, and community.

Reach brings new eyes in.
Trust turns those viewers into believers.
Community turns those believers into long-term members who stick around.

Most gyms only focus on one of these. The ones who win long term intentionally build all three. They post the funny skits for reach, the transformations and advice for trust, and the real human moments for community.

When you combine them, you create a brand people recognize, care about, and want to be part of. That’s when your content stops being “posts” and starts becoming part of the culture.

Keep aiming for that mix it compounds faster than anything else you can do on social.

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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