As the fitness industry continues to grow, flexibility and personability will be at the forefront of providing an authentic user experience.

I asked our PR and growth experts: What forms of content (e.g. blogs, YouTube videos, short-form social media) are most effective for early-stage fitness brands, and what can early-stage fitness brands do to gain a following without celebrity backing? What are some recent great examples of PR content from fitness entrepreneurs?

Here is the insight from our experts.

• Create specialized fitness video content
• Produce "micro fitness education" content
• Authenticity and consistency are the keys
• Build relatability
• "Community-as-content" strategy
• Show real people making progress
• A need and a specialization
• Show what you’re building and who you’re helping
• Unpolished, lesson-style videos
• Push into human-first user-generated content
• Quick tips, real check-in updates, and "day in the life" videos

Create specialized fitness video content

Emily Reynolds-Bergh, Owner at R Public Relations

"Video content in its many forms lends itself well to community building for fitness brands. Fitness is inherently movement-packed, so it makes sense to showcase fitness brands through the medium. To gain a following without celebrity endorsement, young fitness brands need to find ways to stand out. First, ensure your content is filmed professionally–get the lighting, sound, and editing right. Second, figure out your niche and stick to it. Test different types of content to see what your audience resonates with, then double-down on your strongest topics. Jason & Lauren Pak do a great job of showcasing mobility routines in a way that is memorable and easy to digest."

Produce "micro fitness education" content

Andrew Lokenauth, Founder at TheFinanceNewsletter.com

"From my experience growing FluentInFinance to 3M followers, I've found that short-form video content absolutely crushes everything else right now. Like, it's not even close. When I started consulting with fitness brands, I noticed they'd waste tons of time on perfectly polished YouTube videos — but the ROI just wasn't there in the early stages.

I had this client (a fitness app startup) who was struggling to gain traction with their blog posts. We shifted their strategy to focus on 30-60 second TikTok videos showing quick form tips and workout variations. Their following grew from 2k to 75k in about 4 months. The thing is, people want bite-sized, valuable content they can consume between sets at the gym.

I've seen the best results come from brands that create what I call "micro-education" content. Think 15-second exercise form corrections or 30-second meal prep ideas. One of my clients got 2M views by simply showing how to properly do a Romanian deadlift in 20 seconds — way more engagement than their 15-minute YouTube tutorials.

How to gain a following without celebrity backing:
Here's something most people don't realize — authenticity actually performs better than celebrity endorsements for fitness brands. I learned this firsthand when my newsletter hit 100k subscribers. We never used influencers, just real stories from actual users.

The most successful strategy I've implemented with clients is what I call "results-first content." Instead of focusing on the workout itself, we showcase genuine before & after transformations from regular customers. One of my fitness app clients grew their Instagram from 5k to 250k followers in 6 months just by highlighting real user results every day.

I recently worked with a resistance band company that built their entire brand on user-generated content. They'd repost stories of customers using their bands in creative ways — home workouts, travel exercises, office stretches. Their engagement rate was 3x higher than when they tried working with micro-influencers.

Recent great examples of PR content from fitness entrepreneurs:
The best example I've seen recently is how Hybrid Performance Method handled their PR. Instead of chasing mainstream coverage, they focused on building super engaged niche communities on Discord & Reddit. They'd drop in, answer questions, share tips — no selling, just helping. Their organic mention rate went up 400% in 3 months.

Another fantastic case is what Crossrope did with their jump rope content. They created this brilliant series showing people working out in unexpected places — airports, offices, hotel rooms. It got picked up by major fitness publications without them spending a dollar on PR. I actually used their strategy as a template for several of my consulting clients.

From my consulting work, I've noticed the brands that win at PR are the ones that focus on solving specific problems. Like this recovery tool startup I worked with — they only created content about injury prevention for runners. Super narrow focus, but they became the go-to source for running magazines & blogs. Their earned media value hit $50k+ per month through pure organic coverage.

So yeah, the key is to build authority in a specific niche first. The broad reach comes later. Trust me on this — I've seen too many fitness brands try to be everything to everyone & end up connecting with no one."

Authenticity and consistency are the keys

Dr. Chad Walding, Chief Culture Officer & Co-Founder at NativePath

"Having experience as a Doctor of Physical Therapy and a nutritionist, I can translate that experience to how early stage fitness brands are able to build and connect with audiences, and how effective content strategy feeds into this.

When it comes to early stage fitness brands, short - form social media content, such as Instagram Reels or TikTok videos, has emerged as the most impactful approach. Social media encourages engagement and emotional connection with the audience with relatable and coherent content. For instance, at NativePath, we utilize quick snippets of workouts, and quick nutrition tips, that are valuable but easy to digest.

Authenticity and consistency are often the keys to building a following, without any celebrity endorsement. Early-stage brands can focus on developing and engaging in conversations with their followers, posting educational content, and perhaps showing followers behind-the-scenes aspects of their journey. This openness can provide trust, and ultimately build up a real community. We’ve had some success with making authentic connections, especially when we participate in discussion through comments and DMs.

A great recent example of a PR content piece was from a fitness entrepreneur who told the story about going from a few early clients to eventually developing their online coaching business into a normal and growing business. Her real, personal, story about the journey she went on written a few blog posts and a few social posts were compelling to followers who really appreciated her authenticity. Your content should tell stories based on humanity, rather than reliance on smart marketing ideas."

Build relatability

Hasan Hanif, Founder at Colour Vistas

"Joe Wicks is a perfect example of how to build a real following without any gimmicks. He managed to grow a huge audience by posting free, easy to follow workouts at home on both Instagram and YouTube. There is no elaborate marketing campaign or celebrity endorsements behind his success. He created a passive, authentic content feed that felt real. His viewers felt like he was a friend and gave them that connection while working out. When I started Colour Vistas, I did the same thing and focused on answering people's questions with helpful no sales pitch tutorials. I got organic growth because I wasn't trying to sell people anything; I was just giving people what they wanted.

Another fitness brand example that did not rely on any famous people was Peloton. Their strategy involved building an authentically strong community around user-generated content, and periodic fitness challenges that prompted people to share their personal stories about their fitness journeys. Their instructors built relatability, and their understanding with their audience created content that gave a sense of something bigger. Fitness brands can also follow suit and interact with their audience, share personal stories about successes, and build a sense of belonging."

"Community-as-content" strategy

Keith Kakadia, CEO & Co-Founder at Sociallyin

"Short-form social media, especially TikTok and Instagram Reels, is hands down the most powerful tool for early-stage fitness brands. But the key isn’t just format. Its format plus relatability. Videos that show real people modifying workouts, failing and retrying moves, or tracking their "day one" progress get more traction than polished influencer demos. Educational carousels and mini-threads on LinkedIn and Instagram, such as “3 signs you’re overtraining,” are also proving effective for audience trust and shareability.

Instead of chasing influencers, we’ve seen success with a "community-as-content" strategy. Fitness startups are turning their earliest users into micro-ambassadors by reposting transformations, asking for feedback on new features in public posts, or spotlighting users’ stories. When your customer feels like the face of your brand, you win engagement and loyalty. Consistency and a founder’s authentic voice also go a long way. People follow people, not just products.

One standout example is Alo Moves using TikTok to share behind-the-scenes “how we build our classes” content, which positions them as both premium and personal. Another is Future’s “Day in the Life of a Coach” Instagram series, which puts the trainer, not the celebrity, in the spotlight and builds credibility with everyday athletes. Even newer players like FORM by Sami Clarke are investing in mini-docs and podcast guest spots to build narrative equity early."

Show real people making progress

Bert Hofhuis, Entrepreneur & Founder at BankingTimes

"Short-form video is pulling most of the weight right now, especially for newer fitness brands just starting out. You don’t need a big name or slick production. What matters is consistency and showing real people making progress. The accounts that grow quickest usually offer something useful within the first few seconds. Think of a 30-second bodyweight finisher or a quick mobility tip you can try at home. TikTok and Instagram Reels are perfect for that because they reward personality and effort over polish. Then, if you’ve got more to say, YouTube or even a podcast can give your audience more of your thinking.

Showing the behind-the-scenes side really helps, too. People want to see that your gear isn’t perfect, that you film in your garage, or that some days the workouts flop. That honesty is what builds a connection. James Smith is a good example with straight-talking, no-fluff content that works. Lucy Davis from MyCoach shows the messy and the real, and it makes her content stick. From a PR side, content that highlights community projects, personal stories, or grassroots gym growth tends to get picked up more often than polished ads. That kind of coverage still brings a lot of visibility to early brands trying to grow."

A need and a specialization

Ian Lockaby, Business Development Specialist at Online Optimism

"In my experience early-stage fitness brands should be focusing on authentic content that offers insights and value. Sharing testimonials and transformation stories along with educational content shorts, for example, 15-30 second exercise demos or behind-the-scenes training footage. This draws clients in because they see the people behind the company, and also receive valuable information they can use.

Building a following these days also really requires niche specialization. I’ve seen accounts recently targeting postpartum fitness and desk worker mobility–that’s smart. Right there is a need and a specialization.

Useful strategies could include local partnerships, micro-influencer collaborations, or user-generated content from real clients.

A recent great example of a fitness entrepreneur making a splash is Sweat app, who built massive audiences through connecting with other fitness entrepreneurs to create viral "desk workout" content. The key is to create valuable content from the very beginning."

Show what you’re building and who you’re helping

Johannes Hock, President at Artificial Grass Pros

"Short-form video content is where a lot of the attention is right now, especially for newer fitness brands trying to build a community from scratch. TikTok and Instagram Reels let you show progress, personality, and value in 30 seconds. If someone is trying to decide if they like your energy or trust your programming, they usually make that call in the first few seconds. Showing workouts, behind-the-scenes footage, client results, or quick takes on nutrition or recovery works well. Those types of posts tend to pull people in fast. Blogs still have value, but only if you’re answering questions people are actively searching for, like how to get stronger at 40 or what to eat before a morning lift. YouTube is great once you’ve got a bit of an audience, but it’s not the best place to start unless you're already good at speaking to the camera for 10 minutes at a time.

If you're building without a celebrity engine behind you, the best thing you can do is show up regularly and be honest about who you're trying to help. Many people waste time trying to act like a big brand from the start, but it falls flat. What works better is just sharing the process. Talk directly to the camera. Show what you’re building, who you’re helping, and how it’s going. Don’t hide the messy parts. People want to connect with something they can trust. Squat University and Knees Over Toes Guy have both done a great job with that. They built real audiences by being consistent, specific, and helpful without coming off like they’re trying to sell you something. They share knowledge and let people decide if it’s worth following. That kind of trust adds up."

Unpolished, lesson-style videos

Mark Friend, Company Director at Classroom365

"From working with schools on digital curriculum strategies and managing IT rollouts across hundreds of campuses, I’ve seen firsthand how underdog brands gain trust and traction, especially when they skip big-name endorsements and build content that teaches. For fitness startups, YouTube explainer series win, hands down. But not slick ones. I’m talking unpolished, lesson-style videos filmed with a phone, “Here’s how to train your glutes at home without gear” format. It mimics classroom learning. That's sticky.

One fitness startup we supported through digital curriculum design for PE created a mini-YouTube series targeting school-age athletes stuck at home. No gear, no fancy edits. Just solid instruction, consistency, and a simple CTA. Within three months, they had teachers sharing the series in lessons. Their channel grew from 250 to over 12,000 subs with zero paid promo and no influencer tie-ins. They didn’t chase virality, they taught something useful.

For PR, I'd call out Joe Wicks’ early BBC features. He didn’t pitch his workouts; he gave free 30-minute lesson-style sessions aimed at schools and kids. That’s what caught press attention. Brands should think about how their content teaches instead of who promotes it. That’s the unlock."

Push into human-first user-generated content

Spencer Romenco, Chief Growth Strategist at Growth Spurt

"Most early-stage fitness brands are not struggling with product, they’re struggling with proof. I’ve worked with DTC wellness and health-adjacent brands that grew without celebrity backing by leading with creator-led, everyday content. That’s where short-form UGC becomes your best channel. Think 15–30 second vertical videos featuring real people demonstrating small wins. Not aspirational. Just real.

We find the most traction with testimonial-formatted scripts and listicle templates such as "3 things that actually worked for me." They replicate what the viewer already watches on TikTok or Meta. When combined with a clean CTA and intelligent editing, they get engagement without requiring a celeb face or influencer contract. You do not require flash. You require a hook and a story someone trusts.

When we assisted Ritual Zero Proof, the UGC was genuine, engaging, and rooted in use case not noise. That more than doubled ROAS. That strategy applies equally to fitness brands. Take your customer's true story, mix in some cutdown copies, and you have 10 testable ad variations from a single authentic review.

If you're in growth mode early, push into human-first UGC. No budgets to speak of. No celebrity flair. Just systematic, repetitive creator content that makes your product perform."

Quick tips, real check-in updates, and "day in the life" videos

Mimi Nguyen, Founder at Cafely

"From what I’ve seen working with fitness and wellness brands in marketing, what actually works and always will, is sharing authentic stories. Brief videos of actual customers and behind-the-scenes looks at the brand are the most impactful. TikTok and Instagram Reels have made it easier than ever to reach out directly to people, and the truth is, most people want something raw instead of something refined.

A brand I had worked with saw their greatest engagement lift not from big-budget content, but from a simple weekly series that we did using user-generated clips. The series was simply called "Real Results," showing average folks, challenging themselves, showing off their progress. That realness connected!

Now for those brands without influencer budgets, it really all comes down to consistently offering helpful and relatable material. Quick tips, real check-in updates, or just informal "day in the life" videos from trainers can create solid relationships. And responding to comments, sharing fan posts? Those small moments count.

One PR example that’s memorable to me recently was when Bala centered the stage on their own in-house design team in a product release. No influencers, but it still felt fresh, innovative, and completely aspirational."

#PRontheGO