The Local Motion
16 months of posts built to get people in the door
- Social media management
The Local Motion is a boutique gym in Pinawa, Manitoba, built for the whole town, with classes that lean towards moms. For 16 months I ran their social media, fully remote. Most posts had one job: get someone in the door.
Part of the feed.
01 A look you can spot in the feed
Yellow on black, the kettlebell mark and the same bold type on every post, so people knew it was The Local Motion before they read a word.
A steady schedule. Small gyms usually post in bursts and then go quiet. I kept a consistent rhythm, so the gym stayed in people's feeds week after week.
02 Posts that ask for something
A sign-up post for each month's classes, from the September lineup to registration for November.
Seasonal pushes on top: an October challenge, a summer student rate, a free first class and a post on the four benefits of a membership. Each one ends with a next step: sign up, book a free tour or visit the website.
03 Reels, not just posts
Short video for the things a still post can't sell: the energy of a new class, or a few tips that make the gym feel less intimidating to a beginner.
04 Community management
The first reply. I answered comments and messages as the front-line contact, keeping the tone friendly and consistent, and watched what performed to adjust the content mix.