peer review: international gyms
TRANSCRIPT
International Gym Review:Survival of the Fittest
Peer Review
Equinox
= 15,705 likes
= 58.8 K followers
= 32.5K followers
= 4,418
followers
Equinox Facebook: https://www.facebook.com/Equinox
• Likes: 157,505
• PTAT score: 2.6%
• Excellent Avatar – very sharable, better than a logo. A nod to Nike’s classic tagline?
Frequent Posting Schedule• Average: 1 post every
day, or every second day
• Lots of inspirational images with calls to action
• Good use of video
• Behind-the-scenes images• Predominantly own content
• Pushing brand values –glamour, style, youth, strength
• Lots of original content, rarely repeating videos or images
Equinox Facebook:
Good Engagement• Posts that link or
share content tend to get better engagement than others
• E.g. This blog post got almost double scores than just image posts
Equinox Facebook:
Promotions
• Rewarding
Facebook fans with
a discount
• Image is also nicely
done, displaying
product in a
interesting way
Equinox Facebook:
Link to Own Content• Good effort put in
the blog
• Interesting
relevant content,
not just pushing
sales
Equinox Twitter:
Activity
• Average 1-2 tweets
per day
• Plus a varying
amount of replies to
customer queries
Equinox Twitter:
Engagement
• Some posts post
the same blog links
as Facebook
• Use of hashtags
and humorous
banter make them
entertaining
Equinox Pinterest: https://www.pinterest.com/qbyequinox/
• Pinterest account credited to its sub brand – Q by Equinox (an online magazine)
Equinox Pinterest:
Boards
• Titles are bland and unoriginal
• Considering the imagination and personality used on the other social media platforms this is surprising
Equinox Pinterest:
Content• Boards are varied
• More female-
driven, focus on
yoga and
women’s gym
wear
Equinox Instagram:
Content
• Posts very regularly
– up to 10/12 times
a month
• Mix of promotional
images and gym
shots
Equinox ResultsFacebook Twitter Instagram Pinterest Other
Good
Ok
Bad
• It has a unifying personality around everything it does
but adapt it slightly to suit the audience
• Strong blog and video content is the basis of success
NRG Cork
= 4,855 likes
= 374 followers
NRG Website: http://www.nrgfitness.ie/
• Easy to navigate site but brochure only, can’t book classes/membership online
NRG Site Content
• Poor quality images
• Brochure content
– Boring
– No call to action
– It doesn’t promote
its unique selling
points
NRG Blog
• Erratic posting
schedule
• Nice titles, relevant
topics
• Not very image
driven
NRG Facebook: https://www.facebook.com/NRGHealthandFitness
• Likes: 4,855
• PTAT Score: 1.3%
NRG Facebook:
Content• Posts 2-3 times a
week
• Mixture of
promotional, images of
gym/events, and
shared articles
• Low engagement,
usually 10-25 likes
and rarely any
comments or shares
NRG Facebook:
Content
• Testimonials are a
nice touch
• But could carry
better design
NRG Facebook:
Content• Posting in 1st
person?
• Too personal,
undermines the
page profile
NRG Facebook:
Content• Tried Facebook
Offers in the
summer, 141
redemptions.
NRG Twitter:
Content• Tweet every 1-2
days, sometimes
more than once a
day
• No design, and links
to Facebook (no no)
NRG Twitter:
Content• Engages with
other users only
when directly
mentioned
• No attempts to
start
conversation
themselves
NRG ResultsFacebook Twitter Instagram Pinterest Other
Good
Ok
Bad
• Understanding tone is important here, as the
Facebook page in particular struggles to have a
coherent voice
• Twitter gets mostly ignored, needs some attention
Gymbox
= 11,887 likes
= 9,994 followers
= 3,864 followers
= 80 followers
Gymbox Site: http://gymbox.com/about
• Offers classes that have a fresh take on traditional exercise
• Plays on nightclub theme with images and colours
Gymbox Classes Page
• Instagram-style feed of classes with large lettering
• Hover over an image to get more description
Gymbox Facebook: https://www.facebook.com/GymboxOfficial
• Cover photo plays on urban/young fashion image of the gym
• PTAT score: 3.9%
Gymbox Facebook:
Content • Promotes the gym
through its blog,
photos and videos
taken at classes
• Posts 2-3 times on
weekdays, 1-2 times
over the weekend
• Good, interesting
content but little
conversation
Gymbox Facebook:
Content • Shares content,
including viral/funny
images and video
• Adds own comment
to personalise
• Some of this shared
content gets better
engagement than
blog posts
Gymbox Facebook:
Instagram Icons• Shares the best
Instagram pictures taken at classes and in gyms every week
• Reinforces image of gym as young and trendy
• Shows people who are achieving results/having good time. Subtle sales message.
Gymbox Twitter: https://twitter.com/GymBoxOfficial
• Klout Score: 56
Gymbox Twitter:
Content• Posts up to 10
times per day
– Links to Instagram
and the blog
– Retweets all positive
mentions of the gym
Gymbox Twitter:
Customer Care• Replies to customer
complaints and
queries
• Human voice,
varied message
• Aside from this, not
much conversation
Gymbox Instagram:
Content
• Mostly reposts other’s Instagram pictures tagged in Gymbox
• Rewarding fans by sharing their content, but could be posting its own original images as well
Gymbox Pinterest: https://www.pinterest.com/gymboxofficial/?z=1
Gymbox Pinterest:
Content• Mix of other’s
content and stuff
lifted from Google
(should be linking
these back to own
site)
• Not a huge amount
of content and
boards are
unoriginal
Gymbox ResultsFacebook Twitter Instagram Pinterest Other
Good
Ok
Bad
• Site is great – fits the audience perfectly
• The social media (on the whole) doesn’t really mirror that
effort
o There are good attempts but on the whole it’s unoriginal
Fitness First
= 43,368 likes
= 3,209 followers
Fitness First Site
• Site lays out different types of training, classes and facilities in a scroll-down format
• Good focus on imagery with smaller amount of text, which moves to more detailed page when clicked
Fitness First Site
• Main page doesn’t overwhelm visitors
• Detail page gives more detailed info
Fitness First Facebook: https://www.facebook.com/FitnessFirstAustralia/timeline
• PTAT Score: 0.7%
• Cover photo merges with profile pic, doesn’t capture attention
Fitness First Facebook:
Content• Posts once a day
• Mix of conversation and promo
• Good use of images
• Engagement is low compared to fan count: why is this?
– Unengaged fans?
– Bought fans?
– No ad spend?
Fitness First Facebook:
Competitions
• Are the comps too complicated?
• It’s hard to generate user content without big numbers and loyal, engaged fans
Fitness First Facebook:
Content• Images are good
• Attempting to talk to fans
• But engagement is still low
• Does this reflect the audience?
– Do they like the page then ignore it?
– Are they engaging elsewhere?
Fitness First Twitter:
Content
• Similar content structure to Facebook
• Posts regularly Mon-Thurs
• Mix of promotions, announcements and conversation starters
Fitness First Twitter:
Customer Care
• It replies sometimes to queries and comments
• Could inject more humour or personality
• But consistent in replies
Fitness First ResultsFacebook Twitter Instagram Pinterest Other
Good
Ok
Bad
• Despite good efforts to start conversation, Facebook is getting low
engagement
• Twitter could adopt a different tone of voice
• Perhaps engaging with gym-goer’s own content (images tagged in
gym, etc.) would interest people more for competitions
FLYEfit
= 19,602 likes
= 1,197 followers
= 5,893 followers
FLYEfit Site: http://www.flyefit.ie/
• Colourful display
• Image focused
• Details on classes only available with login
FLYEfit:
Personal Training• Most detail on site
goes to Personal
Trainer profiles
• Each one is written
by trainer, so they
vary in length and
content
FLYEfit Facebook: https://www.facebook.com/flyefit/timeline
• Humorous cover photo
• PTAT Score: 7%
FLYEfit Facebok:
Content• Posts at least once
a day
• Branded humour
and fitness tips
• Notable: 12 Days of
Fitmas where each
day a new
tip/workout was
posted with
seasonal image
FLYEfit Facebook:
Content• Some attempts to
start converations
and engage fans
• Response is good,
average ranging
between 50-150
likes
FLYEfit Facebook:
Top Posts• Top posts are ones
that have branded
images and aim to
motivate
FLYEfit Facebook:
Customer Interaction
• Responds to
customer queries
• Inserts personality
into these
interactions
FLYEfit Twitter:
Content
• Linking back to Facebook content – big NO!
• Rarel to see Twitter-only posts (aside from replies)
• Sometimes share humorous videos
FLYEfit Twitter:
Customer Replies
• Engages with all mentions, often humorous and helpful
FLYEfit Instagram:
Content• Posts frequently
• Mixture of
humorous pictures,
food
images/recipes,
reposts of pictures
taken in store and
promotions
• Good engagement
– average 50-150
likes
FLYEfit Instagram:
Competition Example
Why FLYEfit:
Instagram Is A Hit• Instagram is where
young gym goers
hang out and
FlyeFit joins them
there, posting
images of food, its
workouts and
humorous images
FLYEfit ResultsFacebook Twitter Instagram Pinterest Other
Good
Ok
Bad
• Good effort on Instagram and Facebook
• Need to learn to change its tone and put more
effort into Twitter
Key Takeaways (1)
• Images used on social media need to be
sharp, appealing and inspirational
Key Takeaways (2)
• Engage with gym-goers through
conversation, good content (own and
shared) and advice
Key Takeaways (3)
• It’s important to inject a personality into posts, but it’s also good to vary the tone to match the platform
Key Takeaways (4)
• Instagram and Pinterest are great platforms for gyms as they target young customers looking for inspiration and recognition