Workout gurus and yoga influencers are found in all corners of Instagram. While individuals build up followings and influence their audience, what are brands doing to stay relevant? It takes a mix of constant posting endurance, flexible strategy and tenacity to reach new heights in the fitness world. Let’s take a look at how five fitness brands are winning at social media.


This powerhouse fitness clothing brand brings a multi-pronged approach to their social media and digital marketing efforts. Lululemon is known for their leggings but the company makes a variety of fitness clothing and takes the time to engage with their audience. The feel of the online experience matches the in-store one and it’s clear a lot of thought goes into their social media planning.


Their Instagram account is by far the most popular of their social media accounts. The company frequently features stories from the community. These highlights serve a few different functions. In the below example, it showcases the company’s social impact program.

Additional benefits from highlighting members from the community include cross-promotion of the members’ efforts and providing inspiration for Lululemon’s audience. Their audience is a mix of people and among them are potential yoga teachers. Giving examples of community members who are succeeding in their careers while wearing Lululemon clothing provides further inspiration and encouragement to an audience that is likely to be highly engaged with their products.


On Twitter, Lululemon likes to serve up short, tongue-in-cheek Tweets right alongside engaging conversation. The company also frequently retweets Lululemon Men, their local city accounts and other causes they support.

In between the one-liners, customer service is performed with Direct Message links and customer engagement is maintained with conversational questions. While their Twitter account is used in many ways, it’s consistently apparent is that they listen to their customers and respond, both of which reinforce brand loyalty.

Brand takeaways

  • Highlight community members who have inspirational stories to share with your customers.
  • Inspirational Tweets can be short and sweet.

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Crunch Gym

With over 265 franchise locations across the world, Crunch Gym is known for its no-judgment, varied offerings and services. While franchise locations can have their own social media accounts, the Crunch corporate account provides plenty of content to get inspired by.


On Instagram, a frequent topic is one exercise that’s presented by a Crunch personal trainer. Each video has bold text overlaid so they’re easy to find and includes the #CrunchGetsPersonal hashtag.

These videos serve as quick tips for those who are looking to add to their gym workout routine and highlight their personal training program. Personal training is an add-on to the membership fee so this free information sharing is a great bonus for those who can’t afford the add-on or are still undecided on it.

To go a step further, their Instagram account also includes Story Highlights for gym newbies. Topics like “Planks 101” and “Foam roll” provide basic, easy-to-follow tips from their gym trainers.


The Crunch Facebook Page includes several points of sales for potential customers at varying levels of commitment.

crunch facebook

The call-to-action button says, “Sign Up” and a tab is labeled “Crunch Guest Pass.” The one-day free trial is a nice offer for those who are still deciding if it’s worth it to join.

crunch ad

In addition to offering the permanent guest pass, Crunch also runs location-targeted ads that feature a 7-day pass offer. This extended offer is certainly more appealing and then geographic targeting helps them narrow their audience down. A narrower audience also creates an opportunity to add on interests and topics specific to that region. Perhaps the gym wants to target vegetarians in the Los Angeles area but not New York. Running the same offer in different areas to different people gives them space to customize.

Brand takeaways

  • Give small doses of helpful information to educate your audience.
  • Create different opportunities for signing up.
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It would be remiss to not mention Nike in a list of fitness brands who are dominating on social media. This clothing and accessories brand has a well-known slogan, logo and brand presence. Their efforts at storytelling in ads and videos have been studied by marketers around the world.


On social media, Nike has a main account and several offshoots with more specific topics. The main account mostly features professional athletes wearing Nike-branded clothing with a sprinkling of product-forward posts.


When the posts are videos, they dive into the athlete’s background and sources of inspiration. Usually, the brand is only visible through logos on a shirt or a flash of a shoe. You might be able to watch the whole video without realizing you’re watching a Nike ad. It’s only at the end with a logo or slogan that you realize it’s for a company.

Sneaker fans are in love with limited releases and are sure to follow news closely on social media. This collaboration sneaker was first released in-store at Humidity and then later at skate shops. This sort of release drives up demand and creates an urgent atmosphere for fans. Even better, pairing up with a local shop gives a little more focused credibility to a global brand.


On Twitter, the brand engages a little more than it Tweets. Several of the photos and videos that are featured in their Instagram account also make showings on Twitter. They also take some time to respond to customer questions and issues.

Earlier this year, Nike chose Colin Kaepernick as the face of their 30th anniversary ad. This controversial campaign led to a lot of brand chatter and put them at the top of trending topics. Despite calls for boycotts, the company’s market value rose $6 billion since the campaign was released.

consumers' top emotional reactions to brands using social media to take a stand on social/political issues

This isn’t surprising considering the data around how brands taking a stand pays off. In a

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