Ready to sculpt those socials? Here’s a look at five gyms that are absolutely crushing it on social media in 2025 and what you can learn from them.
In the fitness industry, a strong social media presence is just as important as a solid workout plan. The right strategy can turn a local gym into a global sensation, helping brands build engaged communities, attract new members, and keep current clients motivated. And, just like fitness, the secret to seeing those social media gains lies in discipline, consistency, and playing the mental game by tapping into the mind of your audience.
For those looking to elevate their gym’s online presence, we’ve curated a list of gyms that have mastered the art of digital engagement—whether that’s leveraging trends or viral challenges, crafting engaging storytelling, or spotlighting real members.
Ready to sculpt those socials? Here’s a look at five gyms that are absolutely crushing it on social media in 2025 and what you can learn from them.
1. Barry’s
Barry’s has built a cult-like following, and its social media presence reflects that. With high-energy workout clips, behind-the-scenes peeks into their iconic red rooms, and dynamic trainer takeovers, Barry’s has created a brand that feels elite yet accessible. They also master user-generated content, frequently resharing client transformations and post-workout selfies.
Barry’s feed perfectly blends aspirational and relatable content, making followers feel part of an exclusive club while keeping engagement high. They create an emotional connection with their audience by celebrating their community and spotlighting real people.
The lesson? Resharing user-generated content builds trust and turns your clients into brand ambassadors, so encourage members to tag your gym and share their workouts.
2. F45 Training
F45 has taken functional training global, and their social media game is just as strong as their community. They lean heavily on short, high-intensity workout videos, trainer tips, and community-driven content to showcase their dynamic fitness model. Plus, their use of engaging Instagram Reels and TikTok challenges helps them stay ahead of trends.
F45’s social media thrives on energy, inclusivity, and action-driven content that keeps followers motivated. Their challenge-based posts drive engagement, while transformation stories inspire potential members to join.
The key takeaway: Challenges and transformation stories keep followers engaged and drive conversions, so create short, action-packed video content that showcases what sets your brand or business apart.
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Equinox takes a sleek, premium approach to social media, reinforcing its reputation as a luxury fitness brand. Their content strategy leans into high-end visuals, aspirational lifestyle imagery, and motivational storytelling that aligns fitness with an elite, holistic lifestyle.
Equinox’s polished content is designed to resonate with its target audience: fitness enthusiasts who see the gym as part of a high-performance lifestyle. Their “It’s Not Fitness. It’s Life.” tagline is reflected in every post, reinforcing brand loyalty.
What can we learn from Equinox’s strategy? Align your brand with your audience’s aspirations: If your brand caters to a premium audience, invest in high-quality visuals and storytelling that align with their ideal lifestyle.
4. KX Pilates
KX Pilates has taken reformer Pilates to the next level with a fresh, modern social media strategy. Their content blends educational posts, instructor spotlights, and motivational success stories to engage followers. They also use calming aesthetics that reflect their brand’s sleek, results-driven ethos.
By combining education, inspiration, and behind-the-scenes insights, KX Pilates fosters an engaged and loyal community. Their informative content helps potential clients understand the benefits of Pilates while keeping current members hooked.
The takeaway? Educational content builds authority and keeps followers engaged, so share workout tips, form corrections, and success stories to position your gym as a go-to resource.
5. Dogpound
Dogpound is where fitness meets celebrity culture. This high-end personal training gym, famous for training A-listers, is known for its sleek, aspirational and undeniably cool content.
Their Instagram and TikTok are packed with elite training footage, behind-the-scenes looks at their trainers, and exclusive glimpses into the workouts of top athletes and celebrities.
Dogpound’s social media strategy thrives on exclusivity and high-impact visuals. Their branding is strong, and their association with high-profile clientele gives them an edge that keeps followers intrigued.
The point is—if you have a unique selling point, lean into it. Whether it’s an elite training experience, celebrity clientele, or a specific workout method, make that the core of your content strategy.
