There aren’t many pursuits out there that inspire more engagement, good or bad, on social than fitness. Whether it’s workout pics, #gymselfies, or even calorie counts, people love to talk about fitness and everything surrounding it online. The social community has sparked a new wave of community among fitness brands and it’s really, really fun to watch. Some fitness fanatics are doing it better than others, though. Here are 6 brands using social the smart way to inspire, agitate, and create conversation around being fit.
Jillian Michaels is a classic example of someone parlaying a Reality TV career into a wildly successful branding opportunity. Thanks to her easy-to-look-at physique and take-no-prisoners style of speak, Jillian’s developed a massive following online, particularly on her own self-branded website. She’s particularly active on Twitter, giving daily fitness tips to her over 1,000,000 followers, and you can feel her voice in all her social presences, from Facebook to Google+. Jillian’s made it big but she still follows the #1 rule of using social successfully: she still personally engages with the medium every single day.
Can’t remember where you’ve heard that name before? Jen Selter skyrocketed to fame a few short months ago after she became known as the “Best Butt on Instagram.” Rather than being shy about all the attention her ridiculously-toned posterior was getting, fitness-enthusiast Jen has racked up over 1.3 million Instagram followers (a single photo can get 70,000 likes). Jen’s barely in her 20s but she’s scored lucrative deals with water company NY20 and supplement-maker Game Plan Nutrition. And, of course, Jen says she’s in the process of creating her own line of booty-boosting yoga pants to boot.
Well + Good NYC
Well + Good NYC is, of course, hyper-local to the greater New York City area but they’ve done a great job cultivating a well-rounded fitness community among women on the most female-dominated social space: Pinterest. Well + Good’s boards feature workout gear, great vegan restaurants, yoga poses, and even top trainers in the area. By becoming a curator of fitness rather than producing the content themselves, Well + Good NYC has carved out quite a niche among the fit-obsessed NYC elite.
Born Fitness is the brainchild of Adam Bornstein, a personal trainer by trade. He’s, in a word, unpolished – but that’s exactly why he’s developed such a following. His salty language and to-the-point blogging style have made him one of the most-read fitness bloggers on the web, and his social presence (namely Facebook and Twitter) have made him a hot commodity among workout consultants. By interacting with fans, answering questions, and posting raw, unfiltered content his audience can relate to, Adam’s doing social right.
Six Pack Shortcuts
Mike Chang used to be a normal, slightly out of shape guy. He put together his own fitness plan focusing on the “Afterburn Effect” and the rest is history…now he’s got a 36-pack and a Youtube following of over 2.5 million subscribers who hang on his every diet tip and exercise suggestion. One thing Mike did differently from other fitness gurus is to separate his brand from his person – his Youtube channel and social communities fall under the “Six Pack Shortcut” umbrella, leaving Mike free to stretch his personal fitness brand in other ways.
Ah, Crossfit. The much-maligned fitness brand has perhaps one of the most fervent online communities that exists. No one messes with Crossfitters. They’re a devoted bunch and the brand has done an enviable job rewarding and encouraging participation on social from franchisees and Crossfitters themselves; you could spend hours on their massive Facebook page scrolling through location-tagged photos and Crossfit-sponsored “challenges.” If there’s a winner in the race for Facebook’s biggest fitness brand, Crossfit is it with over 1.5 million followers.
There you have it. These fitness brands are flexing their muscles when it comes to using social to inspire, support, and nurture a community of potential customers whether it’s for a clothing line or a gym membership. The question is, are you and your brand doing enough to create these kinds of social communities?