In the latest episode of Athletech News’ Unscripted podcast, Robin Thurston, the founder and CEO of outdoor lifestyle company Outside Interactive, joins co-hosts Edward Hertzman and Eric Malzone to break down the business of media in the digital age. 

Thurston, Hertzman and Malzone discuss how traditional media companies can position themselves to compete amid the rise of modern-day tools such as social media, streaming services and artificial intelligence (AI).

Thurston also shares how Outside Interactive is working to stay ahead of these trends by creating an integrated platform that extends beyond traditional media and into verticals like real-time tracking apps and online booking platforms. Watch this episode of “Unscripted” for unfiltered takes on the following:

• The threat (and opportunity) platforms like TikTok and Instagram pose for traditional media companies
• Is paywalled content a viable revenue strategy in 2025?
• Creating content that keeps people engaged in an era of dwindling attention spans

Key Talking Points:

• (0:00 – 8:29) The vision and mission of Outside Interactive
• (8:29 – 17:00) Evolution of the media business
• (17:00 – 21:31) Navigating the challenges of modern media
• (21:31 – 29:43) Subscription models and consumer engagement
• (29:43 – 32:24) The rise of social media and streaming services
• (32:24 – 36:07) Future trends in health and wellness

The post Unscripted: Outside’s Robin Thurston on Modern Media Challenges appeared first on Athletech News.

The smartphone era has its ups and downs. We’re more informed than ever, but many people struggle to break free from their devices, stuck in a vicious cycle of doomscrolling and other time-wasting activities. 

Paul English, the co-founder of travel booking platform Kayak, is fighting back. Through his firm Boston Venture Studio, English has launched Steppin, a mobile phone app that forces people to walk a certain number of daily steps before they’re able to access popular apps like TikTok, Instagram or YouTube. 

“We want to fight the algorithm,” English tells Athletech News. “If you want some entertainment, it’s okay, but make sure you break away from the screen every day to get outside and get some fresh air. It’s good for your mental health, good for your physical health, and it just keeps things in balance.”

Launched in January, Steppin essentially makes people earn their screen time by walking. Once they download the app, users can configure their phones to block distracting apps until they reach a pre-set daily steps goal. For example, you can program Steppin to block access to Facebook until you walk 5,000 steps (users can override Steppin to access blocked apps if they choose). 

English might have made his name and fortune as a tech entrepreneur by selling Kayak for $1.8 billion, but he admits there’s a downside to too much screen time.  

On a recent family trip to Spain, English’s fiancé, Rachel Cohen, and his son, Mike, realized the group was spending too much time on their phones and not enough time enjoying their Mediterranean surroundings. They got the idea for an app that tied screen time to daily steps. 

“We looked at the market and we couldn’t find anything that correlates steps to screen time,” English recalls. “We just thought it was a very obvious thing to build.”

The Race to Reduce Screen Time

Is there a big enough market for an app that encourages people to walk for their screen time? Some data says yes. Around 21% of Americans used a smartwatch or fitness tracker in 2019, according to a Pew Research Center survey. Meanwhile, another survey found that the average American checks their phone 205 times per day, and that 43% of Americans admit feeling addicted to their phones.

“We’re not inventing new types of users,” English notes. “If you look at the intersection of people who already track their steps and think they’re addicted (to their phones), it’s a huge number.” 

Screen-time reduction apps have become fairly popular in recent years. Opal, which allows users to block distracting apps for a set period of time – during the workday, for example – reported that it has over 500,000 users and 100,000 paying subscribers.  

But those apps don’t incentivize movement in the way Steppin does. For English, prioritizing daily steps is what makes Steppin stand out from the crowd. In theory, this will make the app more engaging for users over time and lead to long-term behavior change. 

Sharing a personal use case, English reports that he deleted X (formerly Twitter) from his phone after one week of using Steppin, realizing how “toxic” the social media app was after he was able to take a break from it. 

“I still have TikTok on my phone, but I use it much less because I have to walk in order to earn it,” English adds. 

Other users seem to be seeing similar benefits. Steppin saw “thousands of downloads” in its first week after launching, the app confirmed to ATN. 

“We’re getting (great) feedback from users, and it’s been incredibly rewarding to build this out,” English says.

Weighing Pricing Options

To keep users engaged for the long haul, Steppin is leaning into gamification. The app just introduced a “streaks” feature that rewards users for consecutive days they stick to their screen-time goals. A “leaderboard” feature is coming soon, which will allow friends to compete with each other to see who can earn the most screen time per day by walking. 

For now, Steppin is available for free with no monthly or annual subscription cost. Steppin hasn’t decided on an exact pricing structure yet, but English says the app will cost significantly less than competitors like Opal, which charges $100 per year for an annual “pro” subscription. Steppin will likely remain free for college students, English adds. 

English is quick to note that while Steppin might prove to be lucrative, he’s not in it for the money alone. The Kayak co-founder has high hopes that the app will make a serious difference in people’s lives, reaching millions of users and sparking a revolution in the way we interact with our screens and ourselves. 

“This is going to sound ridiculous, but I wouldn’t mind if Apple looked at our app and said, ‘That’s a really good idea,’ and they built it themselves and put us out of business,” he says. “My goal is to get as many people as possible managing their mental health and physical health by doing a bit less social (media) and a bit more exercise. So it’s really a mission-driven company.”

The post Is Steppin the App That Will Finally Get People Off Their Phones? appeared first on Athletech News.

Social media virality can completely transform fitness businesses overnight, but gym owners and fitness professionals are discovering that “instant” or rapid success comes with its own set of challenges. While a viral workout trend or “transformation post” can lead to spikes in memberships and class bookings, it can also strain operations, resources and mental health.

Success stories, such as super viral fitness challenges on TikTok or a gym’s unique approach to training catching fire, have fueled a 27% year-over-year increase in searches for “how to go viral.” But as some gym and studio owners have learned, viral fame can be fleeting, and without the right preparation, the benefits may be short-lived.

The Temporary Boost of Virality

A viral moment can lead to a surge in interest, but it’s not always pure magic. International insurance company Hiscox  spoke to small business owners who experienced virality to share the experience, how they handled it and what they learned.

“Our TikTok video about a BBC career initiative went viral, leading to nearly 40,000 app downloads in a month,” said Samantha Hornsby, co-founder of ERIC. However, she quickly realized that many of these downloads were short-lived and the influx of new members was not sustainable. 

“A lot of people signed up just to try the class they saw online, but retention was tough,” Hornsby said.

Similarly, dance studio owner Nana Crawford saw a 118% spike in website traffic and a 30% increase in class sign-ups after a video of her business, Jiggle Fiit, went viral. But once the online attention faded, so did the new sign-ups.

While the attention and financial gain of a viral moment can be enticing, the pressure to sustain momentum can take a toll on fitness professionals’ mental well-being.

Crawford shared how the pressure to continuously post content was impacting her mental health.

“The pressure to maintain the attention took a toll. Ironically, once I started putting less pressure on myself, my videos continued to perform well,” she said.

Professional Advice

Psychotherapist Eloise Skinner advises business owners, including fitness professionals and gym operators, to stay grounded during periods of intense growth.

“Viral moments do subside, and calmer periods are likely to return. Get as much support as you can, both professionally and personally,” she suggested.

A sudden spike in demand can quickly overwhelm a solo fitness entrepreneur, leading to logistical nightmares – and potential customer dissatisfaction. To maintain quality service, some fitness businesses have adapted by hiring temporary front-desk staff, expanding class offerings and automating scheduling systems.

To help wannabe fit influencers who find themselves in the viral spotlight, Skinner offers key strategies:

Prioritize mental health: Skinner advises people to pace themselves, keep track of key feedback, and return to important comments later. “In the midst of a viral experience, things can easily get lost or overlooked,” she said.

Hire temporary staff to relieve the burden: Business expert David Horne suggests hiring temporary staff or freelancers to manage the influx of new customers. “Expanding the team provides immediate support, allowing the core team to stay focused without risking burnout,” he explained.

Focus on retention strategies: Horne stresses the importance of keeping customers engaged after the viral moment fades. 

“Offer special deals to maintain interest and analyze your metrics to understand new customer segments,” he said. Sending personalized emails to new customers can also help sustain engagement.

While preparing for viral success, fitness businesses must also consider protection.

“Having the right insurance in place, like liability coverage and equipment protection, can help safeguard your gym,” said Nick Thornhill, Direct and Partnerships Director at Hiscox. “These policies support you if workplace accidents or third-party claims arise, allowing you to focus on running your business with confidence.”

Going viral can be a sea change moment for fitness businesses, but without a measured strategy, it can also be a nightmare. By staying prepared, maintaining mental well-being and implementing specific strategies, gym owners can turn viral moments into long-term business growth rather than fleeting fame.

The post The Hidden Challenges of Viral Fitness Fame appeared first on Athletech News.

The clock is running out for TikTok, which faces an impending ban this Sunday following a Supreme Court ruling earlier today. With nearly 1.6 billion monthly users, the app has been a vital platform for fitness and wellness influencers and entrepreneurs.

So, what’s next? Athletech News has spoken to several influencers about what a TikTok ban could mean for their businesses and the steps they are taking to ensure their reach and revenue remains intact – TikTok or not.

As the TikTok situation unfolds – and remains fluid — a trend is emerging: as the hours tick by, influencers are looking to Instagram as a refuge, hopeful for stability and opportunity.

A Long Weekend Ahead

Sam Cutler, an advocate of 80/20 nutrition who received a certification in Nutrition Meal Planning at Harvard Medical School and creator of the health and wellness coaching platform Mindfull, says TikTok has been an instrumental app that helped grow her audience @thefitfatale, which has nearly 190K followers.

“I credit TikTok’s culture with playing a significant role in shaping my journey as a vulnerable creator, and for that, I will always be deeply grateful,” Cutler says. “I began using TikTok in 2020 but only started creating consistently in 2022. Over the years, it has played a significant role in expanding my reach and driving results, especially for my nutrition coaching app.”

While TikTok has amplified her visibility, Cutler says she noticed waning interest from brands and communities over the past year, which she attributes to the platform’s challenges, such as reduced content visibility.

“As the founder of Mindfull, TikTok has been an important driver of membership sign-ups and product purchases,” Cutler says. “The platform’s audience is highly engaged and ready to take action, making it ideal for sales-driven strategies. On the other hand, platforms like Instagram are better suited for fostering community and deeper engagement.”

Still, Cutler acknowledges that a potential TikTok ban would significantly impact her overall reach and revenue, affecting both her brand and partnerships with other companies.

She remains optimistic, however, emphasizing the importance of creators owning their audiences.

“Over my decade-long career as a creator, dating back to the blogging era, this has been a core part of my strategy,” Cutler says. “By building a direct connection with my audience through email lists, membership platforms, and blogs, I ensure that my business remains resilient, even if a platform disappears overnight.”

Her coaching platform, Mindfull, has employed features such as challenges, free downloadable PDFs, product offers and memberships to transition “off-platform” into spaces controlled by the creator.

“What was once a theoretical safeguard may now face a real test,” she says. 

While Cutler hopes TikTok isn’t shuttered, she advises creators and businesses to take proactive steps, such as downloading their content, encouraging cross-platform connections to other entities like Instagram and YouTube, auditing content to identify what resonates most with audiences, offering free resources to collect email addresses, and being open to repurposing content for other platforms.

“Your value lies in the creativity and purpose you bring to your content, not just the platform you share it on,” she says. “Regardless of what happens with TikTok, creators and businesses can find ways to adapt. That said, I am deeply saddened for the creators and friends who have spent years pushing valuable content and building a following to have substantial parts of their businesses taken away overnight. By focusing on building sustainable, multi-platform strategies moving forward, you can ensure your hard work and impact continue to thrive in uncertain times.”

For Gohddess, the female-founded pelvic floor health and sexual wellness brand, TikTok has helped expand its reach, amassing nearly 135,000 followers to date.

“TikTok gave us the ability to connect directly with people who might never have joined our email list or followed us on other platforms,” says Bel Di Lorenzo, entrepreneur and “The Gohddess Method” author. “It’s helped us build brand recognition, sell low-cost products, and spread awareness about pelvic health and wellness.”

TikTok’s short-form video format has also been key to Gohddess in breaking down complex (and sometimes blush-worthy) topics into bite-sized, engaging content, Di Lorenzo adds.

“If TikTok shuts down, it would be a big hit for us and others like us who rely on its unique algorithm to reach niche audiences,” she says. In preparation, the brand has been transitioning followers to Instagram and its email list, enticing its audience with free resources.

Like Cutler, Gohddess is directing its attention to Instagram.

“We’ve found that Instagram followers tend to engage with brands more long-term,” Di Lorenzo says. “But we really want to use this opportunity to ramp up our long-form content on YouTube, podcasts and blog posts. Because of the nature of that we do and the nature of the wellness space, long-form content is the best route for educating users, especially when we need to link to scientific literature and explain complex concepts.”

Dr. Thompson Maesaka, owner of The Neural Connection, quickly gained a following by sharing content on migraines and concussions—often with a relatable and humorous touch.

“It’s been such a great platform to spread good information to people who need it and an amazing way to reach potential patients all over the world,” he says. 

It’s also led to clients flying to his Minnesota clinic from Arizona, Alaska, Georgia, Ohio, Missouri, Florida, California, Mississippi, and several areas of Canada.

“I’ve worked virtually with people from 18 different countries,” Dr. Maesaka says. “This kind of reach in a paid platform would cost me thousands and thousands in marketing.”

He’s also built a community from the app that fueled the launch (and scale) of a newsletter, which it describes as a profitable sidearm to his business, contributing to about 10% of his clinic’s growth. 

“To be frank, a TikTok closure is going to hurt,” he says. “It will stagnate our newsletter’s growth and significantly limit our reach to people outside our immediate area. TikTok is such a great platform to build a niche community like mine, and the thought of putting so much time and effort into something that is getting taken away for reasons I just don’t buy is a tough pill to swallow. If they do follow through, it will be a significant hit for our business and our ability to market ourselves and share good information.”

For now, Dr. Maesaka has been researching other apps to become the new home for his followers. 

“I’ve found that the sooner you get into a new app, the easier it is to grow organically,” he says. “That’s the problem with platforms like Meta and X. Once they become big enough, it’s hard to play, which makes it nearly impossible to grow organically. I’ll opt for one of the newer platforms like Lemon 8 or Clapper.”

Last Minute Save?

After the Biden administration stated that the fate of the TikTok ban would fall to the incoming administration, TikTok CEO Shou Chew released a statement. Appearing in a video posted on TikTok, Chew thanked President Trump, who is set to take office next week, for his commitment to working with the social media company to find a solution that will keep it available in the U.S.

“We are grateful and pleased to have the support of a president who truly understands our platform — one who has used TikTok to express his own thoughts and perspectives, connecting with the world and generating more than 60 billion views of his content in the process,” Chew said.

In the meantime, TikTok has been preparing to go dark this Sunday and issued the following statement late Friday evening:

“The statements issued today by both the Biden White House and the Department of Justice have failed to provide the necessary clarity and assurance to the service providers that are integral to maintaining TikTok’s availability to over 170 million Americans. Unless the Biden Administration immediately provides a definitive statement to satisfy the most critical service providers assuring non-enforcement, unfortunately TikTok will be forced to go dark on January 19.”

After its app went dark late Saturday night, TikTok said it was in the process of restoring service and issued the following statement on Sunday afternoon:

“We thank President Trump for providing the necessary clarity and assurance to our service providers that they will face no penalties providing TikTok to over 170 million Americans and allowing over 7 million small businesses to thrive.”

Editor’s note: This article has been updated to reflect updated statements from TikTok.

The post Fitness & Wellness Brands Shift to Instagram Amid TikTok Turmoil appeared first on Athletech News.

As the fitness industry continues to grow and change year over year, so too should a fitness professional’s approach to marketing and promotion. With so many recent shifts in consumer priorities — particularly toward mental well-being and intuitive movement — alongside the swift advancements in technology and social media, there’s no shortage of new challenges and opportunities.

To provide valuable insight on navigating this landscape, Athletech News turned to Jessica H. Maurer, a leading fitness business consultant and strategist. With her extensive experience helping businesses grow, her work spans instructor development, brand transformation and creating joyful wellness journeys. Maurer shares her advice on connecting with audiences, building personal brands and standing out in an industry that has never been more competitive.

Athletech News (ATN): What do you see as the biggest shift in how fitness professionals should market themselves in 2025 compared to previous years?

Jessica Maurer (JM): We must leave the world of sets and reps behind. Consumers are working out for their mental well-being, and we must embrace that motivation and lean into it. Fitness professionals should focus on marketing the immediate gratification of a single workout — the endorphin rush, the mental clarity, and the confidence boost — and leave behind the story of 8-week weight loss.’

In 2025, the shift will be about connecting with the emotional and psychological benefits of movement, meeting people where they are and helping them leave each session feeling better than when they arrived. Highlight how your classes or services provide instant wins that enhance mental resilience, mood and overall quality of life.

ATN: How important is personal branding for fitness pros, and what are the key components of an effective brand?

JM: Many people were hurt physically or emotionally by the “no pain, no gain” mentality that fitness held for many years. While this old story may have represented pre-pandemic gyms, it is still widely believed in the consumer world. We have to work to rebrand the entire industry as one of support, intuitive movement and expertise. 

Because of this, I believe education and niche expertise will be huge components of a fitness professional’s branding moving forward. Consumers want to know their fitness professionals understand their unique pain points and see the consumer as an individual — not a “lump sum.” The fitness professional appropriate for a 25-year-old may not be the right choice for a woman in her 50s or a male in his 80s. Decide who you want to serve, then dig deep into that demographic’s needs, wants and challenges.

ATN: Which social media platforms should fitness professionals prioritize in 2025, and how can they effectively engage their audience?

JM: The platform itself is not important. Instead, the focus should be on how you use the platform. Social media isn’t just a coffee shop bulletin board – you cannot just post a flyer and then leave. You have to be social on the platform of your choice. 

Schedule 15 minutes daily to focus on the 3 Cs – connection, community and camaraderie. Comment on other posts. Share content from other accounts. Interact with your leads and customers. Be social (engage).

ATN: What types of content resonate most with potential clients and how can fitness pros stand out?

JM: Set yourself apart from others by highlighting your expertise. You are not Super Target. You are not going to make everyone happy. Instead, focus on what you do really well and the people you want to work within your business. Hone your knowledge and skills to demonstrate that you understand your target demographic’s needs, wants and challenges. 

Then, discuss these aspects with your audience. Share how you are continually learning about menopause to better support your clients. Mention the workshops you’re taking on improving balance and reducing fall risks. Be vocal about your ongoing education efforts to better serve your audience.

ATN: How can fitness professionals define and connect with their ideal audience in 2025, especially as trends evolve?

JM: Do you remember a time before social media? Believe it or not, businesses survived and thrived before Facebook was a staple. 

To truly connect with your audience, interact with them in person. Become the Mayor of Wellness in your city by making your name — and your business — known to everyone. Join the Chamber of Commerce, participate in community events, or sponsor a Little League team. Get out there and meet people while proudly representing your brand

ATN: What are some common marketing mistakes you see fitness professionals making, and how can they avoid them?

JM: If you are a dance studio owner or instructor, you should learn the latest TikTok dance craze. If you are not, you should skip it. 

In other words, be wary of fads and trends. Remember to speak directly to your audience to share your knowledge and expertise. Consumers want to see that you are authentic to your mission and yourself. 

It’s a common mistake for fitness professionals to not show real clients.. Stock images and photos of yourself are great to get you started or when in a pinch, but consumers are more likely to trust others who look like themselves. Show your leads that you are helping and supporting people just like them. 

ATN: What advice would you give to fitness professionals to future-proof their marketing strategies and stay relevant beyond 2025?

JM: Fitness professionals should stop focusing on what they can personally do. Instead, we should be focusing on what our target demographic can do. Focus your marketing efforts on how successful your customers are at accomplishing their goals or strengthening their resilience and willpower.

Remember, the goal is to convince the market to know, like and trust that you are the expert in the field. Without that level of trust, consumers will not purchase from you. Win them over by demonstrating how you can be their trusted ally on their wellness journey.

The post The Fit Pro’s Approach to Self-Promotion in 2025 appeared first on Athletech News.

As the New Year approaches, there is a marked increase in interest as everyone sets resolutions to get fit, eat healthier, improve their mental well-being, and lead more active lifestyles. You know the drill. 

For brands in these spaces, this period presents a prime opportunity to attract and engage new leads. However, to fully capitalize on this, preparation must begin well before the clock strikes midnight on December 31. The fourth quarter (Q4) is critical for strategizing and laying the groundwork for successful New Year campaigns.

“Preparing in Q4 is essential for fitness and wellness brands looking to make the most of the New Year surge,” says Saskia Topp, founder at ekhos (echoes) agency, a leading digital marketing agency for the health, wellness, and fitness industry. 

Topp says this preparation allows brands to position themselves effectively, ensuring they are top of mind when consumers embark on their fitness and wellness journeys in January. 

“Many brands overlook the importance of Q4, assuming that the influx of clients will naturally come,” Topp continues. “However, without strategic positioning, they risk blending into the noise of the New Year rush. The opportunity to capitalize on the January surge is quick, and those who are prepared are the ones who will maximize their growth during this critical time.”

Topp adds that digital marketing is where brands are seeing the greatest success—whether through social media, strong media buying strategies, SEO, or email and automation marketing. 

“By leveraging these tools, we help brands connect with their audience and drive impactful results,” Topp adds. “At ekhos, we specialize in crafting impact-driven digital wellness strategies, ensuring your brand not only stands out but thrives in the most competitive season of the year.”

Leveraging The Last Quarter

Q4 holds particular strategic importance compared to other quarters because of the long view it offers. From this perch, fitness and wellness brands can analyze the past year’s performance, identify trends, and set clear goals for the upcoming year. Decision-makers are usually well-armed with metrics and data at this point.

“Data-driven insights are invaluable in guiding the preparation process for Q1,” Topp explains. “Yet, many digital marketing strategies fail to fully utilize the wealth of data available. We rely exclusively on data when creating digital strategies, ensuring that every decision is backed by solid insights.”

Topp says that by analyzing digital metrics such as online consumer behavior, engagement rates, and ad performance, brands can pinpoint what has worked and where there are opportunities for improvement. This detailed data analysis enables ekhos to craft highly targeted and effective campaigns that align with the audience’s New Year goals. 

“In the competitive digital wellness landscape, those who leverage data to its fullest potential are the ones who will truly stand out and drive impactful results,” Topp says.

For instance, ekhos recently worked with Shred415, a leading HIIT fitness studio, to refine its social media strategy based on detailed consumer insights. The result was a highly engaging campaign that led to a significant increase in customer interaction and conversions. From March 2023 to March 2024, the brand saw a 154% increase in engagement, a 22.3% rise in organic search over six months, and an overall 15% increase in average revenue from October 2022 to October 2023. Another client, Power Plate USA, has experienced a 42.6% increase in organic followers across all social media platforms and a 55.1% increase in video views.

Aligning Social Media Content

A fresh year is an ideal time to align (or re-align, as the case may be) social media content with common intentions and resolutions. Here’s how fitness and wellness brands can effectively create content that resonates with these goals:

Identifying and Addressing Key Goals:

• Target Key Resolutions: Identify common and trending wellness goals like strength building, recovery, convenience, mental health, and adopting a healthier lifestyle for longevity.
• Targeted Content: Develop content with practical tips, humanized stories, and achievable milestones that motivate your audience, while leveraging UGC (User Generated Content) and ekhos’s budget-friendly influencer strategy to amplify reach and engagement through UGC.

Engaging Content Formats:

• Diverse Content Types: Utilize various content formats like videos, LinkedIn and Instagram carousels, social media trends, infographics, and interactive posts to keep your audience engaged. Each social media platform should feature varied content tailored to its audience.

Staying Current with Trends:

• Incorporate Trends: Stay current with social media and industry trends, optimizing captions for SEO and engaging with challenges and trending topics to boost visibility and engagement.

Campaign Examples:

• Intention and Goal Challenge: If you’re a fitness studio, launch a challenge that encourages your audience to commit to their fitness goals. Offer incentives such as discounts, branded partnership gifts, free trials or branded merchandise for participants who stay engaged throughout the challenge.
• Refer a Friend Campaign: Kick off January with a “Refer a Friend” campaign, offering rewards like discounts or free incentives when customers refer a friend. This can be combined with a challenge for fitness studios, encouraging participants to engage alongside their friends. This strategy expands your brand’s reach, builds community, and drives sales during the New Year surge.
• Brand Partnerships: Collaborate with recognizable, complementary brands to offer bundled promotions, joint events, or giveaways in January. This expands your reach, introduces your brand to new audiences, and creates added value for customers, boosting engagement and sales during the New Year period. 

Strategic Planning and Storytelling:

• Maintain consistent messaging across all social platforms to reflect your brand’s voice and values. Strategic planning ensures each piece of content aligns with your brand identity. Use storytelling to make your content relatable, sharing personal transformations, behind-the-scenes moments, and client success stories to build an emotional connection with your audience.

Clear Calls to Action:

• Ensure every piece of content has a clear call to action, such as purchasing a product, signing up for a class, downloading an app, or participating in a challenge. Guide your audience towards taking the next step in their fitness journey with your brand.

“Creating meaningful connections and crafting compelling digital strategies that drive engagement is central to our mission,” says Topp. “Our goal is to empower health, wellness, and fitness brands to develop impactful campaigns that not only attract customers but also build lasting relationships.”

By leveraging Q4 for strategic preparation, aligning digital marketing, such as social media content with New Year resolutions and trends, creating anticipation for purchasing products that lead new programs, and analyzing successful initiatives, brands can maximize their impact. Start planning now to ensure your brand is ready to make the most of the New Year surge in health and wellness interest.

For more information on how ekhos agency can help your fitness brand achieve its New Year goals, visit ekhosagency.com.

The post Prepare for the New Year Rush: Effective Q4 Social Media Strategies appeared first on Athletech News.

Fitness and wellness brands have found immense success on social media platforms like TikTok and Instagram. These digital spaces are not just promotional channels but community hubs, where brands can engage directly with consumers, showcase their products, and embody their values. Here’s a detailed look at some of the top fitness and wellness brands dominating these platforms.

Activewear & Apparel

Alo Yoga 

Alo Yoga has cemented its status as a leading yoga lifestyle brand. It uses social media to build an aspirational wellness community, emphasizing not just stylish and comfortable apparel but also the mental and physical benefits of yoga. Instagram is filled with serene, aesthetically pleasing imagery featuring yoga poses, mindfulness practices, and lifestyle shots that align with the brand’s ethos. On TikTok, Alo shares bite-sized yoga tutorials and wellness tips, often collaborating with fitness influencers to reach a broader audience. This strategic content mix allows the brand to embody a holistic lifestyle, making it more than just an activewear company.

Nike 

Nike’s presence on social media is a testament to its global influence. The brand’s content strategy includes athlete stories, inspirational messages, workout routines, and sneak peeks of upcoming collections. On Instagram, Nike showcases high-quality visuals and compelling narratives around its campaigns, often highlighting diversity and inclusivity in sports. Its TikTok strategy leans towards engaging the younger demographic through quick fitness tutorials, influencer partnerships, and challenges that align with current trends. This multifaceted approach underscores Nike’s positioning as a brand for athletes of all levels, promoting a lifestyle that transcends mere sportswear.

Gymshark 

Gymshark has become synonymous with community-driven fitness. The brand’s social media approach focuses on authenticity, featuring real-life fitness journeys, workout challenges, and motivational content. Gymshark’s strategic use of influencer marketing has solidified its reputation as a brand that understands its audience. By creating content that ranges from gym routines to relatable fitness struggles, Gymshark positions itself as both a lifestyle brand and a supportive fitness community. Its online presence goes beyond product promotion, aiming to empower individuals at every stage of their fitness journey.

On 

Swiss-engineered running brand On has carved a niche with its focus on performance, comfort, and innovation. On’s social media content highlights not only its technologically advanced products but also the experiences of athletes and everyday runners. High-quality visuals, scenic running routes, and stories of endurance are central themes, emphasizing the brand’s commitment to functionality and aesthetics. By aligning its products with active lifestyles and personal achievements, On appeals to a wide range of fitness enthusiasts, from casual runners to professional athletes.

Sweaty Betty 

Sweaty Betty’s approach is all about empowering women through fashion-forward activewear. The brand creates a narrative around fitness as a means to achieve mental and physical strength, not just aesthetics. On Instagram, Sweaty Betty shares a mix of workout routines, styling tips, and community stories that highlight the versatility of its products. By promoting inclusivity and body positivity, the brand has built a loyal following. Its presence on TikTok involves sharing relatable fitness tips and behind-the-scenes looks, aligning with its mission to inspire women to lead active, balanced lives.

Beyond Yoga

Beyond Yoga focuses on comfort and inclusivity, creating apparel designed for all body types. The brand’s social media presence is characterized by an emphasis on self-care, body positivity, and a balanced lifestyle. Instagram serves as a visual extension of its mission, featuring diverse models, motivational quotes, and user-generated content that celebrates individual fitness journeys. By promoting a supportive and nurturing approach to wellness, Beyond Yoga resonates with a wide audience seeking a more mindful fitness experience.

Athleta

Athleta is more than just an activewear brand; it’s a community for women who embrace an active lifestyle. The brand’s social media strategy focuses on highlighting the multifaceted nature of modern women—athletes, mothers, professionals—who balance fitness with their daily lives. Through motivational content, fitness tips, and storytelling, Athleta emphasizes the importance of functionality and comfort in activewear. Its commitment to sustainability and women’s empowerment is also central to its messaging, appealing to consumers who prioritize conscious, purpose-driven brands.

Lululemon

Lululemon has become an icon in the world of activewear, thanks to its blend of fashion, function, and community. Its social media platforms showcase a mix of product highlights, yoga practices, meditation guides, and community stories. By providing high-value content such as fitness classes and wellness discussions, Lululemon positions itself not just as a retailer but as a lifestyle brand that supports holistic health. Its approach to TikTok and Instagram is designed to build a global network of wellness enthusiasts who connect through shared values of mindfulness and physical well-being.

Fabletics

Fabletics leverages its social media to promote activewear that is both stylish and accessible. The brand’s messaging is centered around body positivity, inclusivity, and the belief that fitness should be fun. Instagram serves as a platform for showcasing outfit inspiration, workout challenges, and behind-the-scenes content with co-founder Kate Hudson. Fabletics uses TikTok to engage with the fitness community through trending challenges, influencer partnerships, and relatable fitness content, fostering a sense of inclusivity and motivation.

Fitness Equipment & Digital Fitness Platforms

Zumba

Zumba revolutionizes fitness by combining dance and high-energy workouts, creating a fun and accessible approach to exercise. Its social media presence reflects the brand’s vibrant, inclusive nature, featuring dynamic dance routines, instructor-led challenges, and user-generated content from its global community. Zumba’s focus on enjoyment over traditional fitness techniques has made it a favorite among a wide demographic. The brand seamlessly integrates fitness with entertainment, fostering a strong sense of community that encourages participation from people of all ages and skill levels. By offering both in-person classes and virtual workouts, Zumba continues to thrive as a leading fitness brand that prioritizes movement, joy, and inclusivity.

Obé

Fitness Obé Fitness has embraced the digital fitness revolution, offering a range of live-streamed and on-demand workouts. Their social media channels provide short, high-energy workout clips, behind-the-scenes peeks into classes, and testimonials that highlight the inclusivity of their platform. With its vibrant aesthetic and upbeat content, Obé aims to make fitness accessible, fun, and engaging. By showcasing varied workouts that cater to different fitness levels, Obé Fitness appeals to a broad audience looking for a community-driven approach to at-home fitness.

Tonal

Tonal’s social media strategy is centered around education and motivation. As a leader in smart home gym equipment, Tonal showcases guided workouts, strength training tips, and the benefits of its all-in-one digital weight system. The brand collaborates with athletes and fitness experts to provide credible, expert-driven content that speaks to both fitness enthusiasts and beginners. By highlighting real results and personal stories, Tonal effectively demonstrates how its technology can transform the at-home workout experience.

Peloton

Peloton has built a lifestyle brand that extends beyond fitness equipment. Its social media channels are filled with inspiring stories from its community, live class highlights, and wellness tips. Peloton uses TikTok to engage with a younger demographic through short, impactful workout clips, while Instagram focuses on sharing user experiences and promoting new classes and programs. This community-driven approach reinforces Peloton’s mission to make fitness a shared and enjoyable experience.

Equinox

Equinox represents luxury wellness and high-end fitness. Its social media content reflects the brand’s elite positioning, featuring premium fitness classes, wellness tips, and lifestyle imagery that appeals to a sophisticated audience. The brand emphasizes a holistic approach to fitness, intertwining workouts with elements of mental health, nutrition, and lifestyle. Through curated, high-quality content, Equinox sets itself apart as a leader in the fitness industry, attracting those who seek a comprehensive wellness experience.

Barry’s

Known for its high-intensity workouts, Barry’s uses social media to showcase the energy and results of its fitness routines. The brand frequently features its trainers, workout challenges, and user success stories, creating an environment of motivation and encouragement. Barry’s content is designed to reflect the intensity and camaraderie of its boot camp classes, giving followers a glimpse into its dynamic fitness community.

Dogpound

As a boutique personal training gym with a high-profile clientele, Dogpound’s social media presence emphasizes exclusivity, strength, and personal transformation. The brand shares workout routines, behind-the-scenes training sessions, and motivational clips, promoting a lifestyle centered around fitness excellence. Dogpound’s approach appeals to those looking for a premium, results-driven training experience.

Nutrition & Supplements

Bloom Nutrition

Bloom Nutrition has made waves in the wellness market with its superfood supplements, primarily targeting consumers seeking to improve their daily health routines. Its social media strategy is built around authenticity, featuring user testimonials, daily routines, and influencer collaborations that highlight the practical benefits of its products. Bloom uses TikTok and Instagram to educate audiences on the importance of gut health, energy optimization, and mental clarity, providing approachable solutions for wellness enthusiasts. This educational yet relatable content creates a sense of trust and community among followers, setting the brand apart in the crowded supplements market.

AG1

AG1 by Athletic Greens takes a science-backed approach to health, offering a daily greens supplement designed to support overall wellness. The brand’s social media presence is focused on delivering concise, informative content, from health tips to user success stories, underscoring the product’s comprehensive nature. By collaborating with health professionals and fitness influencers, AG1 positions itself as a credible and reliable source for those looking to optimize their health. Their strategy prioritizes education around wellness and daily nutrition, resonating with an audience that values evidence-based health practices.

Hydrojug

Hydrojug has transformed the concept of hydration into a lifestyle. The brand’s approach on social media involves playful and motivational content, emphasizing the importance of water intake in achieving wellness goals. They frequently partner with fitness influencers who integrate Hydrojug into their routines, making the brand a staple in everyday health practices. By focusing on both functionality and style, Hydrojug successfully engages an audience that views hydration as a key component of their fitness journey.

Alani Nu

Alani Nu’s product lineup includes pre-workout drinks, protein powders, and various supplements aimed at boosting overall wellness. The brand’s social media strategy highlights bright, vibrant content showcasing the products in everyday scenarios. Alani Nu emphasizes the convenience and taste of its supplements, addressing common wellness challenges like fatigue, nutrition gaps, and stress. Collaborations with fitness influencers and wellness advocates reinforce its position as a reliable, results-oriented brand, appealing to consumers who prioritize both health benefits and lifestyle compatibility.

Celsius

Celsius has positioned itself as a leading fitness energy drink, advocating for an active lifestyle fueled by healthy energy. The brand’s social media channels showcase workout routines, motivational content, and practical uses of their drinks for pre- and post-workout support. By focusing on product benefits such as improved endurance and metabolism boost, Celsius appeals to fitness enthusiasts and athletes looking for clean energy solutions. Its emphasis on community engagement and relatable content has built a loyal following that integrates Celsius into their daily fitness routines.

Sakara Life

Sakara Life is known for its organic, plant-based meal programs and wellness products. Their social media presence revolves around holistic health, sharing visually appealing meal presentations, lifestyle tips, and educational content on plant-based nutrition. Sakara’s strategy includes collaborating with health experts and influencers to discuss topics like gut health, mental clarity, and balanced living. This multi-faceted approach not only showcases its product offerings but also positions the brand as a leader in the plant-based wellness movement.

Cymbiotika

Cymbiotika specializes in advanced bioavailable supplements designed to optimize wellness. The brand’s social media content emphasizes education, explaining the science behind its products and the importance of supplementing with essential nutrients. By focusing on high-quality ingredients and cutting-edge formulations, Cymbiotika appeals to health-conscious consumers who seek innovative solutions for their wellness needs. The brand’s collaborations with health professionals and wellness advocates further establish its authority in the supplements market.

Methodology

Methodology provides a meal delivery service focused on nutritious, clean eating. Their social media presence highlights meal prep, seasonal ingredients, and the ease of integrating healthy meals into busy lifestyles. By showcasing the diverse and flavorful options in their meal plans, Methodology promotes the idea that nutritious food can be convenient, delicious, and enjoyable. Their content strategy is tailored to individuals seeking a seamless approach to maintaining a balanced diet, making Methodology a top choice for health-focused consumers.

Seed

Seed positions itself as a microbiome-focused brand, offering probiotics that target gut health. Their social media strategy is heavily education-driven, featuring detailed posts about gut health, the science of probiotics, and user testimonials. By demystifying complex health topics, Seed establishes itself as a trusted authority in the wellness space. Its focus on research, sustainability, and transparency resonates with consumers looking for scientifically validated solutions to support their overall well-being.

JSHealth Vitamins

JSHealth Vitamins, founded by nutritionist Jessica Sepel, centers its social media content around holistic wellness, self-care, and transparency in supplement formulations. Instagram posts and TikTok videos offer guidance on incorporating vitamins into daily routines while addressing common health concerns like energy levels, digestion, and skin health. The brand’s educational content, combined with user testimonials, fosters a sense of community and trust, appealing to individuals who prioritize natural and effective wellness solutions.

Wellness & Health

Oura

Oura is a pioneer in wearable health technology, offering a smart ring that tracks sleep, activity, and readiness. The brand’s social media content educates audiences on the importance of sleep and recovery for overall wellness. Oura often collaborates with athletes, health experts, and lifestyle influencers to showcase how data-driven insights can lead to improved health outcomes. By blending technology with wellness, Oura appeals to consumers interested in a holistic, data-focused approach to optimizing their well-being.

Noom

Noom focuses on behavior change and psychological insights to promote sustainable weight management and healthy lifestyle habits. Their social media channels offer tips on nutrition, mental health, and fitness, supporting their comprehensive program. Noom’s strategy includes sharing user success stories, and reinforcing its credibility as a platform that facilitates real, long-term change. By positioning itself as more than just a diet program, Noom targets consumers looking for a supportive and holistic approach to health.

Hims & Hers

Hims and Hers provide telehealth solutions for various wellness needs, from hair care to mental health. Their social media content is a mix of educational posts, product highlights, and user testimonials, tailored to address common wellness concerns openly and without stigma. By normalizing topics like mental health and skincare, Hims and Hers fosters an inclusive community that prioritizes accessible, personalized wellness solutions. This transparent and supportive messaging appeals to consumers seeking convenience, privacy, and credible information in their wellness journey.

Erewhon

Erewhon is more than a high-end grocery store; it’s a lifestyle brand synonymous with holistic health and premium wellness. The store’s social media presence features health-centric products, nutritional advice, and collaborations with wellness influencers. By highlighting new product launches, curated supplements, and clean eating recipes, Erewhon positions itself as the go-to destination for those who prioritize health, quality, and sustainability in their everyday choices. Its content strategy reflects a commitment to conscious living, making Erewhon a trusted name in the wellness industry.

ARMRA

ARMRA focuses on harnessing the power of colostrum for immune and gut health. Its social media content dives into the science behind colostrum, emphasizing its benefits for the body’s defense systems. By educating consumers on the product’s unique properties and its applications, ARMRA appeals to wellness enthusiasts seeking natural, science-backed solutions for optimizing their health. Collaborations with health professionals and influencers further enhance its credibility, positioning ARMRA as a leader in immune health.

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