Top 30 Gym Franchises on Social Media: The Best, the Worst, and How to Maximize Member Engagement

Our team conducted a 30 day research study, analyzing the social media updates of 30 Top Gym Franchises, tracking performance of hundreds of updates across 100+ unique locations.

The findings went beyond our expectations, shining a light on a few surprising marketing trends and behaviors of some of the biggest brands in fitness.

We wanted to know:

1. What kind of content performs the best in social media updates?
2. Who are the top performing brands in the fitness industry? And what sets them apart from the pack?
3. Is there a formula for success? And if so, what is it?

 
Summary of findings:

• Location-specific updates outperform corporate branded by a ratio of nearly 10:1 in many cases
• Some of the biggest brands in fitness have “thrown in the towel” and do not participate in social media
• Newer franchises outperform the legacy players by an engagement gap of nearly 13:1
• There is a magic formula (of sorts) which we have outlined throughout this report ​

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The Players: Franchises Included in This Study
** These gyms were excluded from analysis because their posts were corporate branded and shared across multiple locations, making it impossible to attribute the number of correct reactions to each post

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