Why your fitness business should be on TikTok (and how to make it work)
As a fitness professional, whether you're a gym owner, studio manager, or personal trainer, you’re likely aware of the impact that social media can have on business growth. TikTok, in particular, has surged in popularity in recent years, and it’s not just a platform for viral dance routines - it’s a powerful promotional channel that can have a significant impact on your fitness business.
In fact, TikTok’s reach in the fitness sector is huge. If you’re not yet using this platform, you could be missing out on a goldmine of new clients and members. In this blog post, we’ll explore why TikTok should be part of your marketing strategy, how to use it effectively, and how to navigate potential challenges when embracing a new social media platform.
Why TikTok? The numbers speak for themselves
First things first, why should you even consider TikTok? Well, the stats make a strong case. Worried the platform skews too young? Think again - all the data in this article pertains to millennials. So, let’s dive in. In Europe alone:
- 1 in 2 TikTok users who’ve invested in gym memberships or fitness subscriptions in the past year discovered them through a TikTok ad.
- 1 in 3 TikTok users tried a new sports or fitness activity after seeing it on TikTok.
- 39% of TikTok users who have invested in gym memberships or fitness subscriptions have come across these opportunities through a video posted by a brand on TikTok.
- 74% of TikTok users watch fitness transformations on the platform, and 47% of users participate in gym workouts.
These stats show that TikTok is not only a place where people share content, but it’s also a hub for fitness inspiration and discovery. If you run a fitness business and you’re not engaging with this audience, you’re leaving a huge opportunity untapped.
The business benefits of TikTok
Reach a broader audience quickly
One of TikTok’s biggest strengths is its unique algorithm, which delivers content to users who are most likely to engage with it, based on their behaviour and interests. Unlike other social media platforms where your posts are mainly shown to your existing followers, TikTok offers an easy way to reach new people without needing a massive following.
For fitness professionals, this means that even with minimal effort, you can expand your reach. TikTok prioritises organic content that is engaging and authentic, and 39% of users found gym memberships or fitness services through brand videos, rather than paid ads. So, creating great content could mean huge returns in terms of new clients and members.
Showcase your expertise
TikTok is an ideal platform to show off your fitness expertise in a natural and engaging way. You don’t need highly polished content to succeed here. Instead, authenticity reigns supreme. Show your audience the day-to-day reality of running a gym, or share quick workout routines they can do at home or in your facility.
A personal trainer, for instance, can use TikTok to demonstrate the effectiveness of certain exercises or offer fitness tips in bite-sized, easily digestible videos. With 81% of TikTok users agreeing that fitness content inspires them to try new activities, this platform provides a direct path to motivating your potential clients.
Leverage fitness trends and challenges
TikTok thrives on trends and challenges, making it easy for fitness businesses to jump on board. Hashtags like #gym, #fitness, and #workout boast millions of views, and engaging with these trends can significantly boost your visibility. By participating in or even creating fitness challenges, you position your business at the forefront of the conversation.
Consider this: 1 in 3 TikTok users have tried a new fitness activity after seeing it on the platform. If you’re one of the first to create or capitalise on a fitness trend, your content could inspire users to visit your gym or book a session with you. Plus, this type of interaction fosters a sense of community - something that gym members and fitness clients are always looking for.
Engage through TikTok LIVE
TikTok LIVE is a feature that allows businesses to connect directly with their audience in real-time. For fitness professionals, going LIVE provides a brilliant opportunity to host Q&A sessions, conduct live workouts, or even offer behind-the-scenes glimpses of your gym or studio.
In fact, 1 in 3 TikTok users want to see more sports and fitness LIVEs from brands. This direct interaction not only builds trust but also allows potential clients to get a feel for your personality, expertise, and the environment you create. LIVEs also encourage immediate engagement - people can ask questions, offer feedback, or even join your fitness classes right then and there.
Build a stronger perception of your brand
Consumers are increasingly looking for authentic, relatable brands. TikTok users are no exception - 84% of TikTok users have a better perception of fitness brands that are active on the platform. The casual, spontaneous nature of TikTok allows you to present your brand in a way that feels more human and accessible, building trust and loyalty among your audience.
Sharing success stories, member testimonials, or transformations is one way to build this connection. With 74% of users watching fitness transformations on TikTok, showing real-life examples of your client’s progress can inspire new members to join and start their own fitness journey with you.
How to get started with TikTok
Now that you understand the potential of TikTok for your fitness business, let’s break down how you can start leveraging this platform effectively.
Create short, snappy content
TikTok is all about fast, engaging videos that get to the point quickly. Videos can range from 15 seconds to 3 minutes, but the sweet spot is often under 60 seconds. Use this time to demonstrate exercises, share fitness tips, or even just offer a glimpse into your gym’s vibe.
The key is to keep the content informative but entertaining. TikTok’s audience loves real, unscripted moments, so don’t worry about making everything perfect. For instance, you can film a quick “how-to” on performing a squat correctly or showcase a fun workout routine that can be done in under 10 minutes.
Use hashtags strategically
Hashtags are one of the main ways TikTok users discover content. Fitness hashtags are incredibly popular, with #gym (64.5M views), #fitness (41M views), and #workout (34M views) being some of the biggest. Use these hashtags in your posts to increase your reach, but also include niche hashtags relevant to your specific business, such as #personaltrainer or #pilates.
The trick is to combine broad, popular hashtags with more specific ones to capture the right audience. If you’re a yoga studio, for example, incorporating #yoga (4.2M views) alongside #fitness could help you reach users interested in both general and niche fitness content.
Post consistently
Like with any social media platform, consistency is key. TikTok’s algorithm rewards regular posting, so it’s important to maintain a steady flow of content. Aim to post at least 3-5 times a week to keep your audience engaged and the algorithm in your favour.
To make this easier, consider batch-creating content. Set aside a few hours each week to film multiple videos at once, then schedule them to post throughout the week. This will save you time and ensure that you always have fresh content ready to go.
Experiment with TikTok Ads
If you want to accelerate your growth, TikTok offers various advertising options, including in-feed ads, branded hashtags, and sponsored challenges. With 1 in 2 users discovering fitness subscriptions through TikTok ads, paid promotions can be a great way to attract a larger audience.
The platform’s ad targeting is advanced, allowing you to reach specific demographics, such as gym-goers, fitness enthusiasts, or people looking for online workout classes. You can also retarget users who have previously interacted with your content or visited your website, helping you convert more leads into paying customers.
Overcoming common challenges
If you're new to TikTok, you may encounter technical difficulties or challenges with the platform. Don't be afraid to experiment and learn from your mistakes. Ensure your account is set up as a business profile to access valuable analytics and advertising tools. Use a compelling bio that highlights your expertise and includes relevant keywords. Choose a profile picture that represents your brand or personal brand. As with any new platform, TikTok comes with its own set of challenges. But with the right strategies, these can be easily overcome.
Time management
It’s easy to feel overwhelmed by the fast-paced nature of TikTok, especially when trying to balance content creation with the day-to-day running of your business. To manage this, try batching your content creation and scheduling posts in advance. There are even third-party tools that can help you automate this process.
Understanding the algorithm
TikTok’s algorithm might seem mysterious, but it’s actually quite straightforward. The more engaging your content is, the more likely it is to appear on users’ For You Pages (FYP), where it can go viral. Focus on creating content that resonates with your audience, using popular sounds, engaging hashtags, and clear calls to action.
Getting noticed in a crowded space
The fitness sector on TikTok is competitive, but the good news is that TikTok rewards authenticity over perfection. Share your unique approach to fitness, whether that’s through highlighting your gym culture, showcasing personal transformations, or sharing fun, behind-the-scenes moments. Authenticity is key to standing out in a crowded space. You can also collaborate with other fitness professionals or influencers by creating duets or stitches. This can help you reach a wider audience and gain exposure.
Remember: Dealing with a new audience and channel, means also dealing with their unique communication style. It's important to handle negative comments gracefully and professionally. Respond to criticism constructively and avoid engaging in arguments.
Measuring success
Use TikTok's analytics tools to track the performance of your organic and paid content and measure your success. Pay attention to metrics such as views, likes, saves, comments, and shares. This data can help you identify what works well and what doesn't, allowing you to refine your strategy and improve your results.
Conclusion
TikTok is a rapidly growing platform with immense potential for fitness businesses. By embracing the platform, you can increase brand awareness, engage with potential clients, and drive real business growth. With its algorithm designed to favour organic discovery, you don’t need to invest huge amounts of time or money to see results.
