Proven gym content strategies for 2026

What’s up Gym World?

Three years ago, we first introduced you to Cassie Day from All Day Fit. Her gym had 140 clients and was bringing in around 85k per month from Instagram.

It’s still one of my favorite episodes we’ve ever recorded.

I rewatched that interview recently, and a lot has changed since 2023. Instagram looks different, short-form video dominates feeds, and more gyms are posting content than ever.

Yet even with all that change, most of what made Cassie successful then would STILL make her successful today. I credit that to her strong and consistent content strategy.

Here’s why her approach works now and what you can take from it for your own gym.

Know exactly who you’re trying to reach

One of the first things Cassie did was get crystal clear on who her gym was for. She built it around representing underrepresented bodies in fitness.

That focus shaped everything she did, from how she spoke online, to which members she highlighted, the partnerships she pursued, and how her team welcomed new clients. Every choice was made with her audience in mind.

Because of that clarity, someone visiting her Instagram or her website could answer three questions almost immediately:

• Who is this gym for

• What problems does it solve

• Why should someone join here instead of another gym

Plan your content

Cassie didn’t wait until the day of to decide what to post. At the start of each month, she spent a couple of hours planning themes, posts, and stories for the weeks ahead with her team.

I know running a gym is busy. You’ve got coaching sessions, staff issues, member questions, and sales calls. Content can easily get pushed aside if you don’t make it a priority. Planning gives it a spot in your schedule so it doesn’t get forgotten.

Even a short monthly planning session can help you:

• Know what to post each week without guessing

• Keep your messaging consistent across posts

• Make content that helps your members and answers their questions

Post content your members will engage with

Cassie built her posts around what was happening in her gym. She paid attention to the questions members asked, the problems they were trying to solve, and the achievements they wanted to celebrate.

When you’re deciding what to post, think about what your members care about. Ask yourself:

• Which questions do members ask over and over

• What confuses new clients

• What progress are people proud of but rarely share

Posts like these grab attention because they connect with your audience. They also give your content a purpose instead of filling space.

Show your gym in action

Cassie scheduled quarterly photoshoots to build a library of high-quality photos and videos for posts and stories. Each shoot captured her gym in use and helped plan the content for the coming months.

The most important things to capture are:

• Members training and making progress

• The environment of your gym

• Coaching and interactions with clients

High-quality visuals make it easier for your audience to imagine themselves as part of your community. Seeing the gym in action builds confidence and trust in a way generic content just can’t.

TL;DR: What’s changed and what still works in 2026

The basics of content haven’t changed, but the tools we use are faster and easier. You can brainstorm ideas quickly, edit photos and videos in minutes, and turn long conversations into multiple short posts. Artificial Intelligence (AI) can speed things up, but it doesn’t replace knowing your audience, planning your content, or showing what your gym is like.

So the gyms that succeed in 2026 are still the ones that:

• Know who they want to reach and what matters to them

• Plan their content in advance so it doesn’t get pushed aside

• Post about member questions, progress, and experiences

• Show what training in their gym is really like

Cassie’s Instagram strategy from three years ago proves these principles still work. Content connects when it’s built on clarity, consistency, and trust—and those never go out of style.

adios,

j