Fittok (the fitness community on TikTok) has over 5 million videos and 7 billion views of fitness-related content, making it one of the most influential corners of the internet.
Instagram’s fitness hashtags, too, regularly reach millions of users, making these platforms the go-to for inspiration, workout tips, and a sense of community. Whether it’s TikTok, Instagram Reels, or YouTube Shorts, fitness content is thriving, and your gym has an amazing opportunity to get in on the action.
In this blog, we’re diving into 7 fun and creative ways for social media marketing for gyms in 2025. If you’re looking to build a strong online presence, connect with your members, and drive more engagement, keep reading. Here’s what you’ll find:
- How to use trending audio and memes in a way that feels uniquely your gym
- Why niche-specific content on TikTok & Reels is a game-changer
- Showcase how your gym fosters real connections and combats loneliness
- Why member-led content is great for your social media
- How to build a private digital community that deepens loyalty
- Partner with local creators for authentic, co-branded content
- Use polls and story quizzes to involve members in your gym’s programming
Let’s dive in!
1. Ride Social Media Trends – Spin Them for Your Gym’s Brand
Jumping on trending audio, memes, and viral formats is the fastest way to stay relevant and boost reach on platforms like TikTok, Instagram Reels, and even YouTube Shorts. It’s a key part of effective social media marketing for gyms. But what makes it work even better is when gyms remix these trends to reflect their culture, members, or classes, rather than just copying them.
Example:
Orangetheory Fitness does this brilliantly:
- On International Dance Day, they posted a fun Reel of members and coaches doing a trending TikTok dance in full orange gear.
- For the viral trend “If life had a 30-second trailer”, they created their own version: “If every gym had a 30-second trailer” — using dramatic text overlays, intense workouts, and punchy edits to make their class look like an action movie.
- They also regularly drop gym memes poking fun at leg day, treadmill anxiety, and even members complaining.
These posts don’t just follow trends, they localize them for the fitness audience, which makes them relatable and highly shareable.
How You Can Use This:
- Monitor trends using TikTok’s Creative Center or Instagram’s Reels audio explorer.
- Ask your social team: “How can we make this trend feel like us?” For example:
- Turn a dance trend into a warm-up or cooldown routine
- Reimagine a meme template with gym-specific situations (e.g., “me arriving late to class and pretending I warmed up”).
- Keep it real, your coaches or members don’t have to be perfect dancers or actors. Authenticity performs better than polish.
Keep your members engaged and coming back.
SHC Marketing Hub helps you promote your club’s offers easily across multiple channels—with minimal effort.
2. Niche Down Your TikTok & Reels Strategy
Short-form content still reigns, but general “fitness tips” don’t convert like they used to. TikTok and Reels now favor content that speaks to very specific pain points or goals and keeps viewers coming back to that niche, which is exactly where social media marketing for gyms needs to evolve.
Example:
Take Anytime Fitness, for example. During National Nutrition Month, they ran a TikTok + Instagram “Nutrition Tips and Q&A” series with their in-house nutrition coach. Members dropped questions in the comments, and the team turned each one into a bite-sized response video spanning multiple parts across the month. It felt personal, relevant, and built trust with their community, all while staying consistent with a niche: member-focused nutrition advice.
How You Can Use This:
- Define 2–3 sub-niches your gym serves (e.g., postpartum moms, nutrition advice, strength training for beginners, etc).
- Build a repeatable video series using formats like:
- “Before/After Energy Levels”
- “3 Moves You’re Doing Wrong [Category]”
- “What [X Client Type] Should Know About [Y Workout]”
- Use trending audio and smart, keyword-based captions.
3. Share Stories of How Your Gym Fosters Real Connections
More than half of adults say they often feel lonely. According to a 2024 report by Cigna, 58% of U.S. adults experience loneliness on a regular basis. Gyms have a unique chance to change that by creating spaces where people connect, not just train. Highlighting these real, human moments is one of the most powerful (and underrated) angles in social media marketing for gyms, because it’s not just about workouts, it’s about belonging.
Example:
Equinox launched a popular Instagram series during Valentine’s Day called #WeMetAtEquinox, where members share how they met their life partners at the gym. One caption reads:
“I helped him adjust the squat rack. We’ve been together ever since.”
It’s heartfelt, relatable, and reminds people that your gym could be where they find their people .
How You Can Use This:
- Create a hashtag like #MetAt[YourGym] or #YourGymStories
- Invite members to share how they’ve built relationships at your club — and post those stories with their permission
- Use authentic photos, short quotes, and warm captions to keep the focus on real human connection
4. Launch a Trainer Spotlight Series
Trainers are the heart of your brand, and giving them the spotlight builds trust, creates stronger bonds, and helps potential members feel more comfortable before even stepping in. It’s one of the most personal (and scalable) tactics in social media marketing for gyms, especially in 2025 when people crave connection just as much as results.
What works best? Warm, casual videos where trainers talk about why they coach, their favorite routines, their go-to recovery tips, or even what music gets them through leg day.
Anytime Fitness does this beautifully with their Trainer Spotlight series, short, warm videos where coaches open up about who they are, what they love about training, and the community they’ve built with members. It’s a great example of how social media marketing for gyms can go beyond promotions to build emotional connection and trust.
How You Can Use This:
- Feature one trainer a week sharing their “why,” what they love most about coaching, or a favorite client story.
- Post on Reels or Stories with a consistent intro or hashtag to tie the series together.
- Bonus: Add a callout in your Stories for members to shout out their favorite trainers then turn those shoutouts into future spotlight ideas.
5. Build a Members-Only Digital Community (Tease It Publicly)
Public pages grow brand awareness — private groups deepen member loyalty. Social algorithms prioritize group posts, and platforms like Facebook and Discord are optimizing for niche community engagement. It’s one of the most underused yet powerful tactics in social media marketing for gyms, especially when paired with the right kind of behind-the-scenes content.
Example:
F45 Training runs Facebook Groups exclusively for active members. Inside, they post meal plans, weekly check-ins with coaches, bonus workouts, and mindset tips. The vibe is intimate, supportive, and goal-driven and it’s one of the most talked-about parts of their member experience.
How You Can Use This:
- Start a members-only group on Facebook or Discord. Or if you’ve a gym management software like SHC, you can go one step further building private communities right inside your branded gym app.
- Share:
- Behind-the-scenes content
- Mini-challenges
- Weekly live check-ins with coaches
- Meal prep or recovery tip threads
- Tease the best moments from the group on public platforms to generate FOMO and increase membership conversions.
6. Partner with Local Creators for Co-Branded Content
Instead of paying big influencers, smart gyms are building relationships with micro-creators who already speak to your neighborhood, city, or niche audience. Co-branded content (Reels, livestreams, giveaways) feels authentic, especially when creators document their full experience at your facility.
Example:
Retro Fitness teamed up with MurtMeals, a local creator, food vlogger, and MasterChef semi-finalist, to create a nutrition-forward video series. From protein-packed breakfast ideas to post-workout meal preps, Murt shares easy, affordable recipes filmed right inside Retro locations. Each episode ends with tips on how gym-goers can stay consistent with both training and nutrition, a perfect example of social media marketing for gyms that drives both engagement and retention.
How You Can Use This:
- Identify 3–5 local micro-influencers (1k–20k followers) in your niche: wellness, nutrition, new moms, busy professionals.
- Invite them for a free trial, and offer to co-create content like:
- A “First-Timer’s Guide to [Your Gym Name]”
- A themed workout series (e.g., “3 Days to Beat Work Stress”)
- Live Q&As with your trainers
- Use UTM links or promo codes to track conversions
7. Use Interactive Polls & Story Quizzes to Shape Programming
People love to vote especially on things that affect them. Instagram, TikTok, and even YouTube Stories now allow for polls, quizzes, and sliders. Using these tools not only boosts your engagement rate (a major ranking factor) but also lets members feel like co-creators of your gym experience.
Example:
Barry’s Bootcamp frequently polls their IG audience on:
- Which instructors should teach the next themed class
- Preferred class times
- New merch design mockups
How You Can Use This:
- Post Instagram Stories with polls like:
- “Which class should come back: Booty Burn 🔥 or Cardio Chaos 💥?”
- “Next Spotify playlist theme? 80s vs. Afrobeats”
- Let the most-voted ideas actually influence your calendar.
- Always follow up with “You voted — here it is!” posts to close the loop and build trust.
Conclusion:
That’s a wrap on 8 creative ways to use social media to promote your gym in 2025. Whether you’re remixing viral trends to match your gym’s vibe or creating real-life connections that make your members feel seen and heard, there’s plenty of room for your gym to thrive online. The social media landscape is always evolving so keep experimenting, stay authentic, and have fun with it!
Want more ideas to level up your gym’s marketing game? Check out our blog on Marketing Strategies for Gyms in 2025.
