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Harnessing the Power of Social: How Fitness Studios Can Use TikTok to Promote Their Brand

By Denise Prichard

June 13, 2023

Over the past few years, TikTok has emerged as a dynamic and engaging platform that presents immense opportunities for fitness studios to showcase their brand and attract new clients.  

With its rapidly growing user base and highly creative environment, TikTok is a unique and innovative way to promote services, engage with a wider audience, and ultimately drive growth.  

Curious how it can be used for fitness businesses specifically? Here’s a step-by-step guide.  

Step 1: Establish your TikTok presence 

The first step is to create a TikTok account for your fitness studio. Use a recognizable username that aligns with your brand and make sure to include a concise and compelling bio, a clear profile picture, catchy description, and relevant links to your website and other social media platforms. An optimized profile will enhance your credibility and offer easy access to details about your fitness studio. 

Step 2: Showcase engaging content 

The key to success on TikTok lies in producing engaging and shareable content. Create short videos that showcase various aspects of your fitness studio, such as workouts, instructors, and success stories. Think outside the box and experiment with different video formats, such as tutorials, challenges, before-and-after transformations, and motivational clips. Incorporate trending hashtags and challenges to increase visibility and join relevant conversations within the TikTok community. The best part? TikTok content isn’t meant to be perfect, it’s meant to be real. So, have fun and be authentic; don’t worry too much about the perfect filter or angle.  

Step 3: Leverage user-generated content 

User-generated content (UGC) adds authenticity and social proof, giving potential clients a glimpse into the positive atmosphere and community within your studio. Encourage your clients to share their fitness journeys and experiences at your studio by using branded hashtags or participating in specific challenges. By highlighting and resharing UGC, you not only foster a sense of belonging but also extend your reach to your followers’ followers. 

Step 4: Collaborate with influencers 

Partnering with TikTok influencers who align with your studio's values and target audience can significantly boost your brand's visibility and engagement. Identify influencers who have a genuine interest in fitness and a strong following. Collaborate on content creation, challenges, or live sessions, where they can showcase their experience in your physical space. Influencers' endorsement can introduce your fitness studio to a wider audience and generate valuable leads.  

Step 5: Offer exclusive promotions and discounts 

To entice potential clients, create exclusive promotions or discounts specifically for your TikTok followers. This could include free trial sessions, discounted class packages, or referral rewards. By making your TikTok audience feel special, you can convert casual viewers into paying, long-term clients. 

Step 6: Analyze the metrics and refine your strategy 

TikTok provides valuable analytics to help you understand what content is resonating with your audience. Keep an eye on key metrics like views, likes, shares, and comments to evaluate the effectiveness of your content. Then, use this data to identify trends and refine your content in the future.  

Bottom line: TikTok is an ideal platform for fitness studios to promote their brand, showcase their expertise, and build community. All that’s left to do is sign up for an account and start creating content. We’ll be watching!  

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About the author:

Denise Prichard

Manager, Marketing Content and Certified Yoga Instructor (RYT-200)


Denise Prichard is a certified yoga instructor (RYT-200) and an experienced content marketing professional with a penchant for writing compelling copy within the fitness, wellness, and beauty industries. When she isn't writing or editing, you can find her teaching yoga classes, pedaling her heart out at a spin class, or hanging out with her rescue pups. She currently serves as the marketing content manager for Mindbody.


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