Peer Review: International Gyms
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![Page 1: Peer Review: International Gyms](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a8fe591a28abaa278b480d/html5/thumbnails/1.jpg)
International Gym Review:Survival of the Fittest
Peer Review
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Equinox
= 15,705 likes
= 58.8 K followers
= 32.5K followers
= 4,418
followers
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Equinox Facebook: https://www.facebook.com/Equinox
• Likes: 157,505
• PTAT score: 2.6%
• Excellent Avatar – very sharable, better than a logo. A nod to Nike’s classic tagline?
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Frequent Posting Schedule• Average: 1 post every
day, or every second day
• Lots of inspirational images with calls to action
• Good use of video
• Behind-the-scenes images• Predominantly own content
• Pushing brand values –glamour, style, youth, strength
• Lots of original content, rarely repeating videos or images
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Equinox Facebook:
Good Engagement• Posts that link or
share content tend to get better engagement than others
• E.g. This blog post got almost double scores than just image posts
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Equinox Facebook:
Promotions
• Rewarding
Facebook fans with
a discount
• Image is also nicely
done, displaying
product in a
interesting way
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Equinox Facebook:
Link to Own Content• Good effort put in
the blog
• Interesting
relevant content,
not just pushing
sales
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Equinox Twitter:
Activity
• Average 1-2 tweets
per day
• Plus a varying
amount of replies to
customer queries
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Equinox Twitter:
Engagement
• Some posts post
the same blog links
as Facebook
• Use of hashtags
and humorous
banter make them
entertaining
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Equinox Pinterest: https://www.pinterest.com/qbyequinox/
• Pinterest account credited to its sub brand – Q by Equinox (an online magazine)
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Equinox Pinterest:
Boards
• Titles are bland and unoriginal
• Considering the imagination and personality used on the other social media platforms this is surprising
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Equinox Pinterest:
Content• Boards are varied
• More female-
driven, focus on
yoga and
women’s gym
wear
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Equinox Instagram:
Content
• Posts very regularly
– up to 10/12 times
a month
• Mix of promotional
images and gym
shots
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Equinox ResultsFacebook Twitter Instagram Pinterest Other
Good
Ok
Bad
• It has a unifying personality around everything it does
but adapt it slightly to suit the audience
• Strong blog and video content is the basis of success
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NRG Cork
= 4,855 likes
= 374 followers
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NRG Website: http://www.nrgfitness.ie/
• Easy to navigate site but brochure only, can’t book classes/membership online
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NRG Site Content
• Poor quality images
• Brochure content
– Boring
– No call to action
– It doesn’t promote
its unique selling
points
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NRG Blog
• Erratic posting
schedule
• Nice titles, relevant
topics
• Not very image
driven
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NRG Facebook: https://www.facebook.com/NRGHealthandFitness
• Likes: 4,855
• PTAT Score: 1.3%
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NRG Facebook:
Content• Posts 2-3 times a
week
• Mixture of
promotional, images of
gym/events, and
shared articles
• Low engagement,
usually 10-25 likes
and rarely any
comments or shares
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NRG Facebook:
Content
• Testimonials are a
nice touch
• But could carry
better design
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NRG Facebook:
Content• Posting in 1st
person?
• Too personal,
undermines the
page profile
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NRG Facebook:
Content• Tried Facebook
Offers in the
summer, 141
redemptions.
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NRG Twitter:
Content• Tweet every 1-2
days, sometimes
more than once a
day
• No design, and links
to Facebook (no no)
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NRG Twitter:
Content• Engages with
other users only
when directly
mentioned
• No attempts to
start
conversation
themselves
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NRG ResultsFacebook Twitter Instagram Pinterest Other
Good
Ok
Bad
• Understanding tone is important here, as the
Facebook page in particular struggles to have a
coherent voice
• Twitter gets mostly ignored, needs some attention
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Gymbox
= 11,887 likes
= 9,994 followers
= 3,864 followers
= 80 followers
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Gymbox Site: http://gymbox.com/about
• Offers classes that have a fresh take on traditional exercise
• Plays on nightclub theme with images and colours
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Gymbox Classes Page
• Instagram-style feed of classes with large lettering
• Hover over an image to get more description
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Gymbox Facebook: https://www.facebook.com/GymboxOfficial
• Cover photo plays on urban/young fashion image of the gym
• PTAT score: 3.9%
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Gymbox Facebook:
Content • Promotes the gym
through its blog,
photos and videos
taken at classes
• Posts 2-3 times on
weekdays, 1-2 times
over the weekend
• Good, interesting
content but little
conversation
![Page 35: Peer Review: International Gyms](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a8fe591a28abaa278b480d/html5/thumbnails/35.jpg)
Gymbox Facebook:
Content • Shares content,
including viral/funny
images and video
• Adds own comment
to personalise
• Some of this shared
content gets better
engagement than
blog posts
![Page 36: Peer Review: International Gyms](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a8fe591a28abaa278b480d/html5/thumbnails/36.jpg)
Gymbox Facebook:
Instagram Icons• Shares the best
Instagram pictures taken at classes and in gyms every week
• Reinforces image of gym as young and trendy
• Shows people who are achieving results/having good time. Subtle sales message.
![Page 37: Peer Review: International Gyms](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a8fe591a28abaa278b480d/html5/thumbnails/37.jpg)
Gymbox Twitter: https://twitter.com/GymBoxOfficial
• Klout Score: 56
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Gymbox Twitter:
Content• Posts up to 10
times per day
– Links to Instagram
and the blog
– Retweets all positive
mentions of the gym
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Gymbox Twitter:
Customer Care• Replies to customer
complaints and
queries
• Human voice,
varied message
• Aside from this, not
much conversation
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Gymbox Instagram:
Content
• Mostly reposts other’s Instagram pictures tagged in Gymbox
• Rewarding fans by sharing their content, but could be posting its own original images as well
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Gymbox Pinterest: https://www.pinterest.com/gymboxofficial/?z=1
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Gymbox Pinterest:
Content• Mix of other’s
content and stuff
lifted from Google
(should be linking
these back to own
site)
• Not a huge amount
of content and
boards are
unoriginal
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Gymbox ResultsFacebook Twitter Instagram Pinterest Other
Good
Ok
Bad
• Site is great – fits the audience perfectly
• The social media (on the whole) doesn’t really mirror that
effort
o There are good attempts but on the whole it’s unoriginal
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Fitness First
= 43,368 likes
= 3,209 followers
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Fitness First Site
• Site lays out different types of training, classes and facilities in a scroll-down format
• Good focus on imagery with smaller amount of text, which moves to more detailed page when clicked
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Fitness First Site
• Main page doesn’t overwhelm visitors
• Detail page gives more detailed info
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Fitness First Facebook: https://www.facebook.com/FitnessFirstAustralia/timeline
• PTAT Score: 0.7%
• Cover photo merges with profile pic, doesn’t capture attention
![Page 50: Peer Review: International Gyms](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a8fe591a28abaa278b480d/html5/thumbnails/50.jpg)
Fitness First Facebook:
Content• Posts once a day
• Mix of conversation and promo
• Good use of images
• Engagement is low compared to fan count: why is this?
– Unengaged fans?
– Bought fans?
– No ad spend?
![Page 51: Peer Review: International Gyms](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a8fe591a28abaa278b480d/html5/thumbnails/51.jpg)
Fitness First Facebook:
Competitions
• Are the comps too complicated?
• It’s hard to generate user content without big numbers and loyal, engaged fans
![Page 52: Peer Review: International Gyms](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a8fe591a28abaa278b480d/html5/thumbnails/52.jpg)
Fitness First Facebook:
Content• Images are good
• Attempting to talk to fans
• But engagement is still low
• Does this reflect the audience?
– Do they like the page then ignore it?
– Are they engaging elsewhere?
![Page 54: Peer Review: International Gyms](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a8fe591a28abaa278b480d/html5/thumbnails/54.jpg)
Fitness First Twitter:
Content
• Similar content structure to Facebook
• Posts regularly Mon-Thurs
• Mix of promotions, announcements and conversation starters
![Page 55: Peer Review: International Gyms](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a8fe591a28abaa278b480d/html5/thumbnails/55.jpg)
Fitness First Twitter:
Customer Care
• It replies sometimes to queries and comments
• Could inject more humour or personality
• But consistent in replies
![Page 56: Peer Review: International Gyms](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a8fe591a28abaa278b480d/html5/thumbnails/56.jpg)
Fitness First ResultsFacebook Twitter Instagram Pinterest Other
Good
Ok
Bad
• Despite good efforts to start conversation, Facebook is getting low
engagement
• Twitter could adopt a different tone of voice
• Perhaps engaging with gym-goer’s own content (images tagged in
gym, etc.) would interest people more for competitions
![Page 57: Peer Review: International Gyms](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a8fe591a28abaa278b480d/html5/thumbnails/57.jpg)
FLYEfit
= 19,602 likes
= 1,197 followers
= 5,893 followers
![Page 58: Peer Review: International Gyms](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a8fe591a28abaa278b480d/html5/thumbnails/58.jpg)
FLYEfit Site: http://www.flyefit.ie/
• Colourful display
• Image focused
• Details on classes only available with login
![Page 59: Peer Review: International Gyms](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a8fe591a28abaa278b480d/html5/thumbnails/59.jpg)
FLYEfit:
Personal Training• Most detail on site
goes to Personal
Trainer profiles
• Each one is written
by trainer, so they
vary in length and
content
![Page 60: Peer Review: International Gyms](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a8fe591a28abaa278b480d/html5/thumbnails/60.jpg)
FLYEfit Facebook: https://www.facebook.com/flyefit/timeline
• Humorous cover photo
• PTAT Score: 7%
![Page 61: Peer Review: International Gyms](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a8fe591a28abaa278b480d/html5/thumbnails/61.jpg)
FLYEfit Facebok:
Content• Posts at least once
a day
• Branded humour
and fitness tips
• Notable: 12 Days of
Fitmas where each
day a new
tip/workout was
posted with
seasonal image
![Page 62: Peer Review: International Gyms](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a8fe591a28abaa278b480d/html5/thumbnails/62.jpg)
FLYEfit Facebook:
Content• Some attempts to
start converations
and engage fans
• Response is good,
average ranging
between 50-150
likes
![Page 63: Peer Review: International Gyms](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a8fe591a28abaa278b480d/html5/thumbnails/63.jpg)
FLYEfit Facebook:
Top Posts• Top posts are ones
that have branded
images and aim to
motivate
![Page 64: Peer Review: International Gyms](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a8fe591a28abaa278b480d/html5/thumbnails/64.jpg)
FLYEfit Facebook:
Customer Interaction
• Responds to
customer queries
• Inserts personality
into these
interactions
![Page 66: Peer Review: International Gyms](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a8fe591a28abaa278b480d/html5/thumbnails/66.jpg)
FLYEfit Twitter:
Content
• Linking back to Facebook content – big NO!
• Rarel to see Twitter-only posts (aside from replies)
• Sometimes share humorous videos
![Page 67: Peer Review: International Gyms](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a8fe591a28abaa278b480d/html5/thumbnails/67.jpg)
FLYEfit Twitter:
Customer Replies
• Engages with all mentions, often humorous and helpful
![Page 69: Peer Review: International Gyms](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a8fe591a28abaa278b480d/html5/thumbnails/69.jpg)
FLYEfit Instagram:
Content• Posts frequently
• Mixture of
humorous pictures,
food
images/recipes,
reposts of pictures
taken in store and
promotions
• Good engagement
– average 50-150
likes
![Page 70: Peer Review: International Gyms](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a8fe591a28abaa278b480d/html5/thumbnails/70.jpg)
FLYEfit Instagram:
Competition Example
![Page 71: Peer Review: International Gyms](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a8fe591a28abaa278b480d/html5/thumbnails/71.jpg)
Why FLYEfit:
Instagram Is A Hit• Instagram is where
young gym goers
hang out and
FlyeFit joins them
there, posting
images of food, its
workouts and
humorous images
![Page 72: Peer Review: International Gyms](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a8fe591a28abaa278b480d/html5/thumbnails/72.jpg)
FLYEfit ResultsFacebook Twitter Instagram Pinterest Other
Good
Ok
Bad
• Good effort on Instagram and Facebook
• Need to learn to change its tone and put more
effort into Twitter
![Page 73: Peer Review: International Gyms](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a8fe591a28abaa278b480d/html5/thumbnails/73.jpg)
Key Takeaways (1)
• Images used on social media need to be
sharp, appealing and inspirational
![Page 74: Peer Review: International Gyms](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a8fe591a28abaa278b480d/html5/thumbnails/74.jpg)
Key Takeaways (2)
• Engage with gym-goers through
conversation, good content (own and
shared) and advice
![Page 75: Peer Review: International Gyms](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a8fe591a28abaa278b480d/html5/thumbnails/75.jpg)
Key Takeaways (3)
• It’s important to inject a personality into posts, but it’s also good to vary the tone to match the platform
![Page 76: Peer Review: International Gyms](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a8fe591a28abaa278b480d/html5/thumbnails/76.jpg)
Key Takeaways (4)
• Instagram and Pinterest are great platforms for gyms as they target young customers looking for inspiration and recognition