Two jobs: keep members and win newcomers
A gym's stories are watched by two different audiences. Current members open them for the schedule and club news. Prospects open them to see who actually trains there and how newcomers are treated. Mix everything together and neither group finds what it came for.
It helps to split the week. On weekdays, post service content for members: classes, trainer swaps, reminders. Toward the weekend and on a couple of evenings, post stories about people, atmosphere and trainers for those still deciding. Selling memberships then becomes a result of the content rather than its only subject.
The schedule: the stories people open most
Use one recognisable template for every schedule: same colours, same order of lines, large type. If people have to squint, they will swipe past. Pin the latest version in a Highlight and replace it whenever something changes, so old information never lingers.
A last-minute cancellation is where stories alone are not enough. Repeat the message in the class's Telegram group or by broadcast, because someone who drives to a cancelled session remembers it for a long time. Offer a way out in the same post: another time, a neighbouring group or an online session.
- Today's classes: time, room, trainer
- Substitutions and rescheduled sessions
- Opening hours on public holidays
- New programmes and trial sessions
Trainers: people choose a person, not a building
Clients attach themselves to a trainer, so give each one a short series: speciality, the kind of client they enjoy working with, what their session feels like. A short video in which the trainer explains who the class is for builds more trust than a text card.
Put certificates and education in a separate series for people choosing a personal trainer. Technique tips, such as one exercise breakdown, common mistakes, a warm-up or a stretch, should come from someone qualified to give them. Skip nutrition and health advice that only a doctor should give.
Content for first-timers
A beginner cares about small details that regular members stopped noticing long ago. Collect them in a Highlight called something like “New here” and keep it permanently available:
- What to bring to a first session
- How the changing rooms, showers and lockers work
- Which group suits someone starting from zero
- What a trial session looks like
- Simple etiquette for the gym floor
Member stories and consent
Real member stories persuade better than adverts, but they need care. Publish them only with the person's consent. Talk about habits, how they feel and progress in exercises, not just weight. Avoid comparing bodies and never promise a result within a set time, since everyone moves at their own pace.
Show different people in terms of age, fitness level and goals. A newcomer should see someone like themselves, not only athletes in perfect shape. The same applies to filming on the floor: many people do not want to be on camera, so ask first, and give those who decline a simple signal such as a wristband.
Kids' classes, challenges and engagement
In children's sections the real audience is the parents. They care about safety, the coach, the timetable and their child's progress. Show lessons, competitions and award moments, but publish children's faces only with parental consent. Parents happily share such stories in family chats and on Instagram, which brings in new students.
Club challenges bring adults together: a set number of sessions in a month, a group run, an internal tournament. Post the rules in stories, keep them identical for everyone, tag participants and show interim results. A poll such as “Morning or evening group?” gathers opinions on the timetable, and an evening reminder before a class cuts no-shows.
What to avoid, and how to win back absent members
Common mistakes include stories that are only membership promotions, mocking beginners, before-and-after photos posted without consent or with promises, and crowded templates where the schedule cannot be read. If your feed does not tell people where the gym is and when classes run, it is not doing its job.
Think separately about people who bought a membership and vanished. Stories will not replace a personal message from the front desk, but they can prepare the ground: a series called “How to come back after a break”, with trainer tips and no guilt, lowers the barrier for someone embarrassed to return.
If you would rather not run this routine by hand, the markdev team handles Instagram management for businesses in Uzbekistan: content rubrics, templates, filming and consent checks. Tell us about your club and we can talk through where to start.
FAQ
How often should a gym post Instagram stories?
Follow the rhythm of the club rather than a fixed quota. Post schedule changes as they happen and other content a few times a week. Regular and short beats rare bursts.
Can I film members during a workout for stories?
Only with their consent. Ask in advance and give people who decline a visible signal. In children's classes, parental consent is required.
What should I do if a class is cancelled at the last minute?
Post a story about the change and offer an alternative straight away: another time, another group or an online session. Repeat it in the class Telegram group so nobody travels for nothing.
Should I post before-and-after photos?
Only with written consent and without promising results by a deadline. Stories about habits, well-being and progress in exercises are safer and more convincing.
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