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You’re starting an online fitness business. You’ve taken a good look at your website. You’ve tweaked your messaging and visuals. Your workout plans are on-point.

You’ve also taken your customer’s entire life into consideration and thought about how to incorporate meal planning and diet into your content calendar or online personal training business plan.

Now, it’s time for us to talk Instagram.

5 Ways to Use Instagram to Sell Fitness

1. Strategize Instagram Content
2. Sell Fitness with Professional and Visually Striking Images
3. Workout Instagram with Hashtags
4. Sell Fitness by Creating a Challenge
5. Organize Your Instagram Follow Up

Sell Fitness with Instagram

As a person or business in fitness, I’m assuming you ALREADY have an Instagram account. If you don’t, start one right now!


TrackMaven research found that the engagement ratio on Instagram is 8 times greater, on average than on any other social media marketing platform.

Instagram is a powerful social media platform, and its essence of communicating through images is perfect for anyone in the business of fitness.

The benefit of promoting your online personal training business on Instagram is that the products, services, and benefits can easily be communicated through striking images.

Instagram also turns a “cold call” into a “warm call.” It’s not about the number of followers, it’s about who you find, and how you connect with them.

Quality, not quantity – Catherine Basu, Founder of Fit Armadillo, is a perfect example. Fit Armadillo helps moms, entrepreneurs, and anyone with a busy schedule fit in fitness on their own terms.

Fit Armadillo has a variety of instructors, including Basu, who use Instagram to find and communicate with new clients.

“ Don’t overlook the power of your personality to help convert browsers to followers and then buyers on Instagram. People really do buy YOU. Help them get to know you as a fitness professional and they’ll gravitate to your personality and products – if they are the right fit. You don’t have to be just like Ilona Siekkinen In fact, being different and someone they can relate to is better! ”

Take Catherine’s message to heart as you move into these 5 tips for selling fitness with Instagram!

A group of runners out on the beach is how you sell fitness and workout instagram

1. Strategize Instagram Content

The customers your online personal training business attains from social media have to be wooed for quite some time.

With this in mind, create a content calendar with a monthly theme that feeds a specific goal.

Let’s say your monthly theme is to sell summer workout plans. Your theme can be the ultimate summer-bod or ready to be kissed by the sun. This is the fun part! There are many themes that can intertwine your workout plan and your customers’ lives.

Your posts can include pristine beaches, bikini-clad crowds, couples biking, flip flops, fruits- the ideas go on-and-on. All you have to do is think summer.

Your messaging should be genuine and represent the brand behind your online personal training business. As you plan your strategy always – ALWAYS – bring your Instagram follower back to the goal at hand — to click the link in your bio.

2. Sell Fitness with Professional and Visually Striking Images

Visual content is 40 times more likely to get shared on social media than any other kind of content! That’s why more than 70% of marketers are relying on visual assets in their marketing strategies.

Be mindful of the images you put out there. If you are unable to take high-quality images on your own, pull from Instagram or visit a site like Unsplash. Get creative, because the fitness world responds to original content.

I also recommend using visual tools to create good-looking content for your online personal training business.

The recommended image size for Instagram is 1080 x 1080 pixels, with a caption of 2,200 characters long – although the cut off in the user feed is after three lines.

A woman doing yoga on the beach is a striking and original visual image to sell fitness on instagram

3. Workout Instagram with Hashtags

Instagram is big on hashtags. It’s time to research hashtags your customers are most likely to search for. If you have no idea, start meandering through your current followers, or use Hashtagify.

Create a list of hot hashtags that can accompany your strategy. This way everyone on your team will be building momentum in the same direction.

Don’t forget to create your own branded hashtag for your business!

And if you’re ready to start selling with shoppable posts on Instagram, check out this video:

4. Sell Fitness by Creating a Challenge

The number one challenge when you are selling fitness is customer motivation. Creating a challenge for your Instagram followers is a great way to give them a taste of what your workout is all about.

Creating a challenge is also a great time to go live on Instagram! Video is such an engaging tool, especially when you are selling a digital product or service. Utilize this as much as you can, even if it is just a few minutes here-and-there.

Hosting a challenge is also a great opportunity to build community and strengthen the bond with your followers, especially when you re-post their content. Everyone wants to be seen and heard.

Catherine Basu from Fitness Armadillo has had a great experience from hosting an Instagram challenge:

“ A free fitness challenge over the holidays is what took me from mobile fitness trainer running all over Houston, to becoming an online personal trainer, and now the owner of Fit Armadillo.”

Here are some great fitness challenge ideas to inspire you:

Self Fitness

5. Organize Your Instagram Follow Up

Each interaction with an Instagram follower is just like you placing a cold call to a future customer. Be strategic while you’re selling services online.

Create a spreadsheet with most engaged followers, and don’t forget to add influencers. You want to think long term. The right customer means greater customer lifetime value. Create special programs and perks for them, like coupon codes, affiliate links, or first peek at your next workout program!

It’s important to use your resources to benefit the longevity of your business. It’s all about stamina. Don’t feel discouraged if you don’t get instant results from your Instagram.

Social media is just one aspect of your marketing plan. please remember the conversion funnel:

Sell fitness with a sales funnel, Instagram and Selz advertising services

Curious about how to sell fitness on Instagram? Check out this article.

About the author

Sahar Paz

Sahar Paz is the CEO of Own Your Voice Strategy firm. She is also a keynote speaker and has delivered inspirational keynotes at organizations including HBO and Facebook.

When she is not inspiring others, Sahar loves to salsa dance!


  1. Bryce Patterson

    Hey! Check out Yoast SEO- it’s incredibly simple to use and gives you a sense of keyword density, readability, etc.


    Hey there! Do you know if they make any plugins to assist with Search Engine Optimization? I’m trying to get my blog to rank for some targeted keywords but
    I’m not seeing very good success. If you know of any please share.

    Thank you!

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