Social media didn’t exist when I started my gym, X Fitness, from scratch in 2001. Yet, we started our social media ideology and philosophy before social media was introduced. We simply transferred our communication strategy to social media.
Our social media strategy is premised on one principle – do the opposite of every other gym. What has worked out for X Fitness for almost two decades is to communicate differently than any other gym. By being the opposite, we stand out. Here are 6 elements of our social media strategy:
1. No personal selfies.
2. No pictures of me posing and flexing half-naked.
3. No before & after pictures of my clients.
4. No free videos of me working out.
5. No direct selling of the gym.
6. 10-90 posts – 90% unrelated to fitness, 10% related to my workout system
The fitness industry is obsessed with flooding social media with personal selfies, pictures of semi-nude muscles flexing, before and after pictures, free intellectual property, and direct selling. We do the opposite. Our followers read our motivational, inspirational stories about myriad real-life topics. Over 90% of what we post is unrelated to fitness. Less than 10% is related to my X Fitness workout system, and the biggest difference that distinguishes our social media strategy is that I don’t directly sell my coaching. Instead, I clearly communicate that my coaching is available to limited members of my Womens Lifting Team. I publish regular social media updates of my Womens Lifting Team’s accomplishments which generate wide-ranging interest but I don’t actively sell it. All inquiries are directed to my daughter Leeann Arcaro-King for an explanation of her boot camp.
Doing the opposite of what the fitness industry does has worked out for us because the majority of our gym members have minimal to zero interest in the conventional bodybuilder approach or physique. They have minimal or zero interest in any approach that suggests narcissism. The majority of our gym members are interested in real-life inspiration, in strengthening mind, body, and soul, and learning how to achieve more in real-life – physically, intellectually, psychologically, and spiritually.
X Fitness is committed to lift in mind, body and soul. Our lifting mission includes sponsoring Blunt Talk Podcast that has reached 83 countries and over 29,000 listeners in less than 3 years. All Blunt Talk Podcasts are soul-lifting. All 280 episodes are free, permanently archived at: www.ginoarcaro.com
There is no business tougher than the fitness business. Never stop learning. If you would like to be a guest on Blunt Talk Podcast, please contact me at: www.ginoarcaro.com
Blessings and all good things
Mill Pond Publishing Inc.
30 Mill Pond Drive
Georgetown, ON L7G 4S6