Writing For Fitness Industry

I've been thinking a lot about the kind of content brands put into the world. Some of it sparks conversation and strengthens brand connection. Some of it...just fills the feed. Most B2C brands are great at chasing engagement, but not always at building brand meaning. When I mapped it out, the content that matters most always ends up in the upper-right quadrant: High Engagement + High Cultural Relevance / Emotional Impact. 🟩 The Sweet Spot This is content people actually interact with and that strengthens brand connection: • User-Generated Storytelling (not just reviews, but authentic, emotional UGC) • Lifestyle & Aspirational Content (travel inspo, fashion, wellness — fits seamlessly into how people see themselves) • Viral TikTok/Reels Trends (when done authentically and in sync with culture) • Influencer Collaborations (especially when creators embody your brand values) • Community Challenges / Hashtag Activations (identity-driven and participatory) This is where loyalty gets built. Where campaigns outlive algorithms. Where engagement means something. ⸻ 🟧 What to Watch Out For (Low/Low) • Generic Product Ads (feature dumps without story) • Random Sales Promotions (uninspired discount graphics) • Forced Trend-Jacking (when brands hop on memes without fit) 👉 These pieces don’t move the needle on culture or engagement. ⸻ 🟪 The Trap (High Engagement / Low Relevance) • Giveaways / Sweepstakes (quick hits, low equity) • Funny Memes / Low-lift Humor (attention-grabbing but not tied to your brand) • Clickbait-y Hacks (drive views without deepening connection) • Flash Discounts (transactional, not relational) 👉 Yes, these light up the metrics — but they don’t build lasting brand affinity. ⸻ The takeaway? Don’t just chase clicks. Make more content for the upper right: where engagement fuels cultural relevance, and cultural relevance and emotional impact fuels long-term brand love. 𝙄𝙛 𝙮𝙤𝙪 𝙝𝙖𝙫𝙚𝙣’𝙩 𝙨𝙚𝙚𝙣 𝙢𝙮 𝘽2𝘽 𝙢𝙖𝙩𝙧𝙞𝙭, 𝙘𝙝𝙚𝙘𝙠 𝙞𝙩 𝙤𝙪𝙩 𝙝𝙚𝙧𝙚: https://lnkd.in/d7DXQDMB 𝙄’𝙡𝙡 𝙙𝙞𝙫𝙚 𝙙𝙚𝙚𝙥𝙚𝙧 𝙞𝙣𝙩𝙤 𝙘𝙤𝙣𝙩𝙚𝙣𝙩 𝙞𝙣 𝙪𝙥𝙘𝙤𝙢𝙞𝙣𝙜 𝙄𝙣𝙨𝙞𝙙𝙚 𝙎𝙤𝙘𝙞𝙖𝙡 𝙈𝙚𝙙𝙞𝙖 𝙇𝙚𝙖𝙙𝙚𝙧𝙨𝙝𝙞𝙥 𝙣𝙚𝙬𝙨𝙡𝙚𝙩𝙩𝙚𝙧𝙨. 𝙎𝙪𝙗𝙨𝙘𝙧𝙞𝙗𝙚 𝙝𝙚𝙧𝙚: https://lnkd.in/d28dna4K

Most people don't stick to new workout plans...and most brands ignore this fact. Gymshark took the opposite approach: With #Gymshark66, they designed a challenge around research from University College London showing habit formation requires a minimum of 66 days. The campaign worked (to say the least), generating 45.5M TikTok views with minimal paid amplification And it worked because it addressed how humans actually behave, not how marketing executives wish they would: - Participants selected three specific daily habits rather than vague goals—this concrete approach increases follow-through by 42% according to implementation intention studies - Daily check-ins created what psychologists call the "Hawthorne effect"—we perform better when we know we're being observed What separated this campaign from standard fitness marketing was the well-thought-out community architecture: First, they built in natural content inflection points. Day 1 (commitment), Day 22 (early wins), Day 44 (struggle point), and Day 66 (transformation) This created four distinct waves of content rather than a single spike. Second, they leveraged behavioral economics' "sunk cost" principle: Once participants publicly committed and invested weeks, dropping out became psychologically expensive. More numbers proving this approach crushed traditional campaigns: - 89% higher retention than typical fitness challenges - 3.4x more user-generated content per participant - 76% of content created at zero cost to the brand Two particularly brilliant elements: 1. Instead of aspirational professional athletes, they featured everyday transformations, creating attainable inspiration that outperformed traditional fitness influencer content by 2.3x 2. They built friction into the process. Daily habit tracking isn't easy, but this intentional effort created deeper psychological investment (what game designers call "earned engagement") Biggest takeaway: If you can pepper your campaigns with genuine psychological drivers rather than trying to find some "winning angle", you will make a lot of money.

How I helped a brand reach 6.5M Reel views? (Organically) A few months ago, a couple therapist came to me with a big dream: 👉 “We want to stand out on Instagram, but my content just isn’t working.” Her reels were getting a few hundred views, and their audience engagement? Almost non-existent. I knew we had to go beyond the surface. It wasn’t about jumping on every trend or churning out content. It was about crafting relatable stories and connecting emotionally. Let's be real, humans connect with emotions, stories right? Here’s the 3-step strategy that changed everything: ➔ Step 1: Audience obsession ↳ We started by listening. ↳ Who are her followers? ↳ What do they care about? We uncovered that their audience wanted quick wins and relatable struggles not polished perfection. ➔ Step 2: The power of hooks ↳ The first 3 seconds became our battleground. ↳ Hook should be powerful yet convincing. The result? People couldn’t scroll without watching. ➔ Viral Hook Recipe Pain Point + Achievable/ Doable Solution + Time Limit ➔ Step 3: Humanizing the brand ↳ We replaced generic content with real-life moments. ↳ We address their pain points through our content. ↳ One reel featured a blooper, which went almost viral because it was authentic. The Outcome: ↳ Over 6.5M views on a single reel. ↳ A 1200% increase in profile visits in 30 days. ↳ Hundreds of DMs saying, “I feel like this was made just for me.” The Lesson? 👉 Virality isn’t about luck, it’s about deeply understanding your audience, crafting stories they care about, and showing up with authenticity. What’s stopping your brand from creating content people can’t stop sharing?

If you’re blending in, you’re losing out on the clients who need your unique gifts. Today’s wellness space is saturated, and if you’re like most brands, you might feel stuck in a generic box. Let’s break that mold and showcase your value in ways your audience won’t ignore. Here’s how to shift from “just another wellness brand” to a must-follow authority: ➝ Define Your “Why” and Share It Relentlessly  ↳ People buy beliefs, not just services. Articulate the deeper purpose behind your brand. Why does your work matter to you? Infuse this “why” in everything you post. ➝ Highlight Micro-Niche Expertise  ↳ Do you specialize in stress management for tech workers? Healing trauma for athletes? Don’t generalize—showcase your unique niche. It builds instant trust and relevance with your target audience. ➝ Show the Real Behind-the-Scenes  ↳ Today’s audience craves transparency. Share a glimpse into your daily life, struggles, wins, and how you live out your own wellness practices. Your audience wants to know you’re human too. ➝ Educate and Empower with “How To” Content  ↳ Stand out by sharing specific tips your audience can act on immediately. Free, actionable content establishes you as a go-to resource and builds trust. Aim to inform first, sell second. ➝ Invest in Your Unique Brand Look & Feel  ↳ Your colors, fonts, and overall design should be as unique as your message. Keep it visually memorable so people instantly recognize your content in their feed. Ready to craft a brand that turns heads? Let’s dive into a strategy that brings your unique value to life! *********************** 👋 Hi, I’m Lori. I help health and wellness brands scale their biz with smart marketing and operational support. 📝For weekly deep dives on growing your wellness business, subscribe to the On a Mission Momentum newsletter in my profile. 😀 Send me a DM if you want a strategic biz bestie in your corner.

The secret behind Gymshark's explosive growth: It's not their products. It's not their ads. It's not their influencers. It's their community-first approach. Here's how they built it: 1/ First, they understood this concept: Fitness isn't just about working out. It's about belonging. While Nike was targeting "athletes," Gymshark targeted everyday people who wanted to be part of something bigger than themselves. 2/ They started by creating local gym meetups. Free workouts. No selling. Just community. These meetups turned into events with 1000s of people. Why? Because they focused on what gym-goers really wanted: Connection with like-minded people. 3/ Their genius move? They didn't call their influencers "ambassadors." They called them "athletes." This subtle shift made everyone feel like they could be part of the Gymshark athlete family. Just train hard and dream big. 4/ They mastered user-generated content before it was cool. The #Gymshark hashtag has 9.2M posts. Why? Because they share REAL people's transformations. Not just perfect bodies. Real struggles. Real victories. 5/ Their social media strategy? 90% community 10% product They respond to comments Share members' stories Celebrate small wins Create viral challenges The product sells itself because people want to be part of the community. 6/ The Gymshark Training App wasn't just another fitness app. It was a community platform: Workout with friends Share achievements Join challenges Connect with other members Product second, community first. 7/ Their events strategy is genius: Whitney Simmons meetup: 15K attendees London Pop-up: 10K visitors Gymshark Games: Sold out in minutes But here's the key: They're not product launches. They're community celebrations. 8/ Even their customer support is community-focused: They call it the "Family Support Team" Every interaction feels personal They solve problems publicly They turn complaints into opportunities 9/ The results? $1.4B valuation 7.4M Instagram followers Cult-like brand loyalty All because they built a community, not just a company. 10/ The takeaway for brands: Stop thinking "How do we sell more?" Start thinking "How do we build belonging?" Community isn't just a marketing strategy. It's the business model of the future.

Before: Gym-bros. After: Every day people who care about their health. Result? 282% growth in monthly revenue. In early 2024, this brand came to us with solid traction in a niche audience, think high-protein macros, muscle recovery, and bodybuilding lingo. But our teams deep research showed something very different: Their real growth potential wasn’t in gyms. It was among busy, health-conscious adults who wanted convenience, nutrition, and taste. So we did what most brands don’t: We stopped guessing and started listening. Step 1: Deep Consumer Research (Not Just Surveys) We went beyond surface-level insights: ✅ Poured through past survey data ✅ Analyzed 100s of customer support tickets ✅ Reviewed post-purchase survey feedback via KnoCommerce ✅ Had the founders call customers to uncover why they really bought ✅ Cross-referenced with Google search data to understand intent Insight: 60%+ of their customer base wasn’t fitness-focused - they were professionals, busy parents, women 30–50 who just wanted a quick, tasty, healthy option. Step 2: Repositioning the Product Around Real-World Value We rewrote the narrative from “macros & muscle recovery” to: - “Delicious, healthy breakfast in under 30 seconds” - “A filling, guilt-free way to start your day” - “Keeps cravings down. Keeps energy up.” We rebuilt creative to match: 🎥 UGC + Reels from real customers, not influencers 🧾 Copy that focused on feelings (satiety, ease, flavor) 👩 Lifestyle ads: women eating on-the-go, at work, with kids The same product. But it finally spoke to the people actually buying it. Step 3: Creative x Media Buying Synergy Most brands create ads in a vacuum. We built a feedback loop between creative and media buying. Here’s how: ✅ Creative briefs were built using top-performing hooks and past winners ✅ Weekly reviews to identify top performance drivers and drop-offs ✅ Modular creative approach: Swappable hooks, offers, CTAs Result? 35% higher engagement and 28% lower CPA with Reels vs. static. Step 4: Strategic Scaling, Not Spray & Pray We scaled winners slowly: +20-30% budget every 2–3 days Doubled down on ASC+ and segmented campaigns by persona Recycled & refreshed past winners for retargeting Built persona-specific landing pages aligned with the new messaging We didn’t just “spend more.” We created a scalable system. Step 5: Conversion Rate Optimisation & Offer Testing We: ✅ Built new landing pages per persona (conversion uplift: +18%) ✅ Simplified navigation for first-time buyers ✅ Introduced tiered discounts to increase AOV ✅ Raised site speed scores from 13 → 66 (mobile) 💥 Results: 282% increase in monthly revenue YoY $595k revenue in February 34% increase in subscriptions 22% drop in CPA If your brand has plateaued or you're only speaking to one version of your customer, you're leaving scale on the table. We’ll show you how to unlock it. 💬 DM me “growth” and I’ll share how we can help you unlock your next phase of Growth 🌱