There’s a marketing goldmine sitting right in your gym that you’re probably ignoring. Every day, your members walk through your doors, complete epic workouts and feel amazing about themselves. They’re experiencing moments of triumph, confidence and transformation. And what happens to those moments? Most of them disappear.
Instead, fitness brands like SoulCycle, Barry’s Bootcamp and F45 have built empire-level recognition by getting their members to do the marketing for them. They’ve cracked the code on user-generated content (UGC). By doing so, they’re generating millions of dollars in free marketing every single month.
Here’s what’s happening while you’re not paying attention: your competitors are figuring out how to turn their members into a marketing army. And if you’re not doing the same thing, you’re handing over revenue to businesses that understand the power of legit social proof.
The UGC Revolution is Happening (With or Without You)
User-generated content isn’t new. You’ve seen it all over your feed. But today, it’s the marketing reality that separates thriving fitness businesses from struggling ones. When real people share real experiences about your gym, studio, or training programs, it carries 1000x more weight than any ad you could create.
Think about the last time you tried a new restaurant. Did you choose it because of their Facebook ads, or because your friend posted a photo of their amazing meal? Exactly.
SoulCycle built a cult following not because their bikes were revolutionary, but because their members couldn’t stop posting about their experience. Those orange theory heart rate screenshots flooding Instagram stories? That’s strategic UGC marketing that drives millions.
F45 turned their members into walking billboards by creating workout experiences so shareable that people felt compelled to document them. Their members don’t just work out, they create content that attracts new members daily.
The crazy part?
Your members want to share their fitness wins. They’re proud of their progress, excited about their workouts and looking for validation from their networks. Most fitness businesses just never give them a reason or a system to do it effectively.
What Most Fitness Businesses Get Wrong About UGC
Here’s the mistake 90% of gyms and studios make: they think UGC means reposting the occasional member selfie to their Instagram story. That’s not UGC marketing. That’s barely UGC participation.
Real UGC marketing means creating systems that capture and amplify member-generated content consistently. It means building sharing into your member experience, not hoping it happens randomly.
Look at Barry’s Bootcamp. They don’t just hope members post workout selfies. They’ve created an entire culture around sharing your “Barry’s moment.” Dark room, high-energy music: it’s designed to be shared. Their members don’t just attend class, they create content that makes their friends want to attend too.
That’s the difference between hoping for UGC and strategically designing for it.
The Surprising Psychology Behind Why UGC Works So Well
People trust other people way more than they trust businesses. When someone sees their friend posting about an A+ workout, their brain processes it as a personal recommendation, not advertising.
But here’s the deeper psychology: fitness is inherently social. People want to share their wins, celebrate their progress and inspire others. The fitness businesses that tap into this natural human behavior turn every member success into a marketing opportunity.
Your members are already motivated to share their fitness journey. The question is:
Are you making it easy for them to share it in a way that benefits your business?
UGC Strategy #1: Create Shareable Moments, Not Just Workouts
Stop thinking about classes and start thinking about experiences. Every interaction a member has at your facility should be designed with shareability in mind.
Examples that work:
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Ring a victory bell when members hit personal records
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Set up lighting and mirrors that make people look great in selfies
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Create photo-worthy walls with your branding and motivational messages
Barry’s Bootcamp figured this out. Their dark rooms with red lighting aren’t just for ambiance: they make everyone look ripped in photos. Members can’t help but document themselves looking fit and confident.
Your UGC action item: Walk through your facility and identify every moment where a member might naturally want to take a photo or video. Then optimize those moments to be more shareable and include your branding naturally.
UGC Strategy #2: Make Sharing Part of Your Onboarding
Most gyms hand new members a key fob and send them on their way. Smart fitness businesses make content creation part of the membership experience from day one.
Day 1 content opportunities:
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“First day at [Your Gym]” photo at your entrance
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“Starting my fitness journey” post with program details
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Trainer introduction post featuring their newest client
Your UGC action item: Create a “New Member Content Kit” that makes it easy for people to share their fitness journey from day one, with your branding included naturally.
UGC Strategy #3: Gamify the Sharing Process
Turn content creation into a game with rewards, recognition and community competition. People love being recognized for their efforts, and they love winning things even more.
Gamification ideas that drive UGC:
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Monthly contests for best transformation photos
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“Member Spotlight” features for people who share
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Rewards program that gives points for tagged posts
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Challenge competitions that require photo documentation
F45 does this with their workout tracking and social sharing integration. Members earn points, badges and recognition for hitting milestones and sharing those achievements is built into the experience.
Your UGC action item: Create a simple reward system where members get recognition or small perks for sharing tagged content about your facility.
UGC Strategy #4: Train Your Staff to Be Content Catalysts
Your front desk staff, trainers and instructors should be trained to spot and encourage UGC opportunities. When someone hits a personal record, completes their first full class or achieves a milestone, your team should be ready to help them document and share it.
Staff training for UGC:
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How to recognize shareable moments
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When and how to offer to take photos for members
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How to suggest content ideas without being pushy
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How to help members craft captions that include your business
The best trainers don’t just coach fitness. They think about the bigger picture. They help clients document their progress, celebrate their wins and share their journey in ways that attract new members.
Your UGC action item: Train your staff to identify and facilitate content creation opportunities during every member interaction.
UGC Strategy #5: Create Content Templates That Members Swipe
Most people want to share their fitness experiences but don’t know what to say or how to make it interesting. Give them templates, prompts and frameworks that make content creation effortless.
Content template examples:
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“Just finished [workout type] at [Your Gym] and feeling [emotion]!”
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“Month [X] update: [specific progress] thanks to [trainer/program]”
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”[Achievement unlocked] at [Your Gym] - next goal is [future target]”
Make these templates visible in your facility, include them in your app, and train your staff to suggest them during natural sharing moments.
Your UGC action item: Create 10-15 content templates that members can use to share their experiences and make them easily accessible throughout your facility.
UGC Isn’t Going Anywhere. Will You Capitalize?
The fitness businesses, yoga studios and training facilities that dominate their markets in 2025 won’t be the ones with the most equipment or the flashiest facilities. They’ll be the ones who understand that their members are their most powerful marketing asset.
That’s why Slamdot specializes in proven marketing systems for fitness businesses. We’ve helped gyms, studios and trainers create content strategies that turn members into marketing teams. From upgraded websites to strategic SEO and social media marketing, we exist to help you generate ROI from every marketing campaign.
While you focus on transforming lives through fitness, we’ll build the systems that turn those transformations into powerful marketing content that attracts new members.
Contact us today to discover how strategic UGC marketing!
