Fitness and Social Media: A Perfect Union
I started following and getting into bodybuilding in 2010, a few years before it really started to become the overwhelmingly popular social media topic it is today. Back then, bodybuilding hobbyists and enthusiasts could turn to only a few places (such as forums and the handful of bodybuilding Youtube celebrities making videos online) to get information and tips on how to transform their body and live this lifestyle.
But as more social media platforms started to develop, those who were into fitness (not just bodybuilders) were given ways to easily record and share their workouts and progress. With the advent of such applications as Instagram and their hashtag feature, networks of niche communities could now be formed easily and people could find other like-minded individuals of all walks of fitness styles instantaneously.
I recently read an article published by VICE (https://www.vice.com/en_us/article/deadlifts-and-selfies-how-social-media-shaped-the-modern-bodybuilder), which explored how social media has helped revive bodybuilding and other forms of fitness in a big way, while also helping people find the fitness communities they identify most with.
A big aspect of this article that I found interesting and definitely agree with, is how social media has helped fitness enthusiasts utilize a platform for which to build their own brand without having to take traditional pathways to reach success. In the world of bodybuilding, for example, you used to have to go to competitions and win on the biggest stages for people to know who you were and win prizes along with opportunities like sponsorship and other media deals to make a living off of your craft. Back in the day, as a personal trainer, you’d have to rely on developing a client-base from the stock of individuals currently visiting where you worked or actively find people to convince to be trained by you.
This article highlighted that one of the only things that people need nowadays to form a fitness brand is an account to a social media platform. If you and what you post resonates with enough people, you can instantly find yourself as a marketable brand that companies may want to be a partner with. Instead of relying on traditional pathways to fitness success that may be more costly (monetarily, emotionally, physically, etc) and take more time, you can develop appeal and branding at minimal to no cost and reach many people interested in what you do in the blink of an eye.
As fitness on social media continues to become a popular vehicle for fans of fitness to build their brand and get their image out there, I believe you’ll see the landscape of the workout industry change. As noted in the VICE article, companies are already changing the way they market by utilizing the success of the most popular fitness representatives on social media to help sell their products effectively at little cost.
Social media in my opinion has changed the world of fitness, making it more popular and even reviving it in some regards. I am interested to see if new marketing techniques start to develop across social media platforms that are different than the ambassador-like programs cited in the VICE article that fitness companies are utilizing with popular individuals in the fitness community.
-Jason
To view the VICE article I referenced, please visit the link below:
