Investing in new gym equipment demonstrates to members that you value their experience and remain committed to providing a high-quality experience in your facility. Making upgrades is a chance to not only improve your gym but to excite current members and attract curious potential ones. However, you may wonder how you can show off these changes and intrigue the public.
Social media connects us all; it allows you to show off your newest equipment in creative ways and engage with your audience. Done right, social media can turn your investment into a magnet for new members and a source of buzz for your gym. Use our marketing guide for tips on promoting new gym equipment on social media.
Post on the Right Platforms
The platform you use determines your marketing campaign’s success more than any other factor. Each social media platform attracts different demographics and influences the types of content you’ll post.
The best apps to post on include:
- Instagram: Ideal for showcasing equipment with high-quality visuals, highlighting aesthetics and functionality. Use Instagram Stories for behind-the-scenes content and demos.
- TikTok: Excels in short-form videos and relating to younger audiences seeking fitness trends. Keep information interesting and to the point.
- YouTube: Wonderful for equipment demos and educational content, with longer videos for detailed explanations and search tools for easy discovery.
- Facebook: Perfect for building community through groups or posts. Appeals most to adults between the ages of 25+.
When deciding which platforms to prioritize, consider your target audience and where they spend most of their time online. Focus on TikTok if most of your gym members are younger and you want to make short videos. On the other hand, YouTube is ideal for in-depth content, such as tutorials, where you want to get more detailed.
Pro Tip
Many gyms cater to a diverse range of age groups, and posting on multiple platforms helps you reach a broader audience.
Use Quality Visuals
High-quality visuals shape how potential members perceive your gym. Professional and polished images or videos directly impact your credibility, positioning your gym as well-maintained and trustworthy.
Hire Professionals
While you can take photos and videos yourself, they may have an amateur look, which can detract from even the most impressive facilities and equipment. High-resolution images highlight design details and create an attractive, professional impression. These photos retain their quality across multiple platforms, making them ideal for social media, websites, and marketing campaigns.
Videos are just as important as photos—clear, stable footage and high-quality audio help you effectively demonstrate equipment. Additionally, a videographer can record you using the equipment from various angles, allowing viewers to see all aspects of the product in action.
Do Demonstrations
Members may feel intimidated by new, unfamiliar equipment in your gym; however, posting video demonstrations on social media provides them with a preview of how to use the equipment. By showcasing its features, capabilities, and proper form, members can feel more confident using the equipment during their workouts.
Step-by-step videos are effective tools to walk members through setup and proper use. Clear instructions minimize concerns about incorrect usage, reducing the risk of injuries and liability issues. Demos also highlight unique features that may not be immediately obvious, showing what sets your equipment apart. For example, if you buy a new treadmill with incline and decline features, you can show this in the video.
To appeal to all potential users, tailor content to various fitness levels. Beginner demonstrations welcome new members and reduce gym intimidation, while advanced tutorials challenge experienced athletes. Building a diverse library of demonstrations ensures your equipment meets a wide range of member needs and maximizes its appeal.
Pro Tip
If you post your videos on YouTube, consider creating playlists for the different types of machines and exercises. Keep videos for your strength training equipment separate from those for your stationary bikes. This will make it easier for users to find what they are looking for and improve their overall experience.
Go Live
The thought of live streaming can be a bit intimidating because the public can see any mistake you make. However, going live also allows you to be candid and create authentic connections with your members.
Host live sessions during peak activity hours when your audience is most engaged, and schedule them regularly to build consistency and keep followers excited about future content. Additionally, promote all live streams several days in advance to create anticipation and ensure strong attendance.
Use live streams to host interactive equipment tutorials, allowing viewers to ask questions about setup, pricing, or features. Immediate answers build trust while showing your dedication to member support. You can also stream workout sessions that incorporate new machines, giving your audience real-life examples of how they can use the equipment in their fitness routines. Live sessions also highlight your gym’s atmosphere, fostering a sense of community and connection.
Collaborate With Influencers
You can also promote new equipment on social media by working with fitness influencers. These individuals bring credibility, amplify reach, and help attract new demographics. Choose influencers whose content aligns with your gym’s brand and who appeal to your ideal members. Micro-influencers with smaller, highly engaged followings often yield better results than larger influencers with less engaged audiences, especially when targeting a local market.
When working with an influencer, make sure they have everything they need to create accurate and compelling content, whether it’s through stories, videos, or posts. This may mean giving them a one-on-one tutorial with the machine and allowing them to test it before recording. The goal is to make the video appear as structured as possible so people understand the message(s) you want to convey.
Respond to Comments
Engaging with comments on any platform helps you build a strong online community since it demonstrates that you care about your members’ input. This makes people feel more valued and encourages them to visit your fitness center regularly.
Monitor your social channels regularly to provide quick, thoughtful responses to questions or feedback. When responding to comments, aim to be helpful and friendly, even if the comment is negative. By acknowledging a commenter’s opinion and providing a constructive response, you contribute to the conversation.
Moreover, note any commonalities you have between comments. If multiple people address the same concern or ask similar questions, create a video or a post addressing the issue, and share it with your followers. This not only shows that you are actively listening to your community but also provides valuable information for others who may have the same question.
Get Quality Equipment
TRUE Fitness sells commercial gym equipment that’s perfect for any type of facility. We have over 40 years of experience and can help you find the right machines for your gym. Don’t wait to upgrade your space with equipment that sets your gym apart!