This social media mistake is one reason you’re not getting more new clients.

December 17, 2022

New clients are always stalking your fitness business.

They’re scrolling through your instagram and Facebook feeds. They’re watching your stories.

And they’re looking for four things.

People who look like them.

People who have the problems they have.

People overcoming the problems they have.

People having a good time.

If your social media is good, and you’re documenting the inner workings of your business and the successes of your clients and members, you can expect a steady flow of enquiries.

That is, as long as your prospects are seeing those four things. As long as they see ‘people like them’,

But there’s another things they’re looking for. They’re looking for people who are NOT like them, overcoming problems they DON’T have.

And all it takes is one of these posts, and they’ll decide you are not the best business to help them. Even if 9/10 of your posts reflect them perfectly, that tenth post that doesn’t can turn them away for life.

Let’s look at an example.

Your business is targeted at a ‘general population’ of people in their 40s and 50s looking to get healthier using exercise.

And most of your posts on Instagram feature and celebrate your current clients of this demographic.

You show Julie and Pete high fiving after a sweaty workout. James is sitting on the rower giving a big thumbs up with a tired but wide grin on his face. And your show Sarah proudly executing a beautiful 30kg back squat – a new PB.

This is what we want, and your scrolling prospect is thinking ‘tick, tick, tick’. This seems like the place for me.

But then they scroll to a video of one of your staff. He’s a massive unit. Shirtless. With bulging muscles and a rippling six pack. He’s dripping with sweat and covered in chalk, shouting to psych himself up as he approaches a bar for a 200kg deadlift. He makes is, aggressively slamming the bar down in celebration.

That’s all it takes. That one, ill-planned post. All it takes for your prospective client to stop scrolling and decide you’re not the best fit for them. They no longer feel like they’re looking in the mirror, they feel intimidation.

The positive impact of nine perfect and well curated posts, all undone with one lift.

Scroll through your feed. What does it say about you and your business?

Are you attracting your target demographic, or scaring them away?

Dan Williams

Dan Williams


Dan Williams is the Director of Range of Motion and leads a team of Exercise Physiologists, Sports Scientists, Physiotherapists and Coaches. He has a Bachelor of Science (Exercise and Health Science) and a Postgraduate Bachelor of Exercise Rehabilitation Science from The University of Western Australia, with minors in Biomechanics and Sport Psychology.

Our Most Recent Articles: