Two Big Fitness Marketing Mistakes Post Pandemic | Episode #278

If you make either of these two big fitness marketing mistakes post pandemic, it will cost you. You’re going to make them totally unintentionally. I mean of course, right? Why would anyone intentionally make a marketing mistake?

Beyond that, though you may think that yes, you’ve got these two bases covered and realize after listening, no you don’t.

One way you know this is worth a listen is you’re attracting the wrong kind of people.

Another way you know this episode is worth your time is you’re not getting any engagement on your social or your content marketing. 

If you confuse, you lose.

  • What are you sharing in your social media posts?
  • Do people understand what you do, why you do it?
  • Are you establishing yourself as a go-to authority in the area where you want people to find you for programs, products, and services?


  • The name of your social media profile
  • The posts you create (one by one because that’s how they see them)
  • The way you’ve positioned yourself

And then apply this to the following to avoid two biggest fitness marketing mistakes

Big Fitness Marketing Mistake #1: No Specific Audience

The other day I reviewed a business website and social media platforms as part of a social media audit. It was hard to know who the ideal customer was and if I couldn’t tell as a fitness marketer looking for it, how could anyone?

Just because you’re focused on a certain age and gender (demographic), it doesn’t mean that that everyone in that demographic wants the same thing.

First, there’s your niche. Are you about food, exercise, mindset, hormones, weight loss? What is your specific niche?

But that’s not even enough.

Here’s an example:

Take women in menopause. Many are married, but an almost equal number are single. Are you talking about dating? About traveling alone? Or about family vacations? About drinking wines and trips to Napa? Some (I’m one) wouldn’t enjoy that at all because they rarely and then barely drink.

Some women have a conservative view of menopause, what’s happening and possible, while others are thinking about doing triathlons after retirement. Who are you talking to?

Women in perimenopause are more likely to have kids at home full time jobs, and a unique set of problems, compared to women just post menopause. There’s a subset of women in post menopause who did have children later … so who are you talking to? Define it very specifically. And realize, they need to feel “like you.” If your images, videos, and copy doesn’t resonate with who they are or want to be, you miss the opportunity to help women looking for you.


Narrow your niche. Know who they are and who they are not. In the Marketing to Women Copywriting course, I shared 5 unique profiles of female buyers. Not only from an interest standpoint, but from a motivation to buy angle. When you dive into that you’ll create copy that resonates so very much with your audience. The fitness copywriting tips will improve every single fitness marketing outreach you make.

Big Fitness Marketing Mistake #2: Making It About You

Once you’re a brand: a Jodie Foster, or Simone Biles, someone cares about you and what you’re doing. But until you have that brand recognition what really matters is how you tie any post about you to them. It’s always about them.

Know before you post what emotion you want to evoke. How do you want them to feel by reading/watching/viewing your post?

How could it make them feel? Is there any way what you’re posting could evoke a negative reaction? Consider it. We can’t please all the people all the time, but you do want to consider if you could cause more of a disconnect than a connection. If your post puts you too far up on a pedestal you may want to consider if there’s another way to tell the story you’re aiming for.

Make Changes to Avoid Big Fitness Marketing Mistakes

Maybe the photo works if the copy changes, or vice versa.

If you’re stunning, for instance, sharing how vulnerable you feel at times, or if you’re thin, lithe and fit, sharing how and when it wasn’t always this way, can connect you better to someone who is not there yet.

Here’s an example of a flat vs. a connecting post:

Original Post copy:

“Women in their 60s have served and cared for others so much. They find it hard to care for themselves. You can’t pour from an empty cup.”

New Copy:

I see you there, beautiful giver. Serving and caring for your family and your friends. I see you wanting to continue doing that for decades. Wanting to enjoy retirement – or rewirement – and your decades ahead.

Can you pour from an empty cup?

What fills you up? With your wisdom of care for others you’ve suppressed your own needs for a time, but you know. What is it for you?

  • Time alone
  • Time with friends
  • Reading
  • Nature
  • Music
  • Exercise


This new kind of post reaches her. It reaches her instead of teaches and preaches™ or just states a problem. It asks a compelling question that a reader will answer in her mind.

Never forget one of the most powerful words in marketing is you. Whether you say it or write it or imply it, speak to one single “you.”

There you have it. Two biggest fitness marketing mistakes that you can avoid. If you’re a solo entrepreneur, you can pivot quickly and make your next post already better.

Resources Mentioned in this episode:

Marketing to Women Copywriting Course

Flipping50 Fitness Specialist

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