Virality can boost gym memberships, but without a plan, the momentum fades fast. Here’s how fitness pros can sustain success
Social media virality can completely transform fitness businesses overnight, but gym owners and fitness professionals are discovering that “instant” or rapid success comes with its own set of challenges. While a viral workout trend or “transformation post” can lead to spikes in memberships and class bookings, it can also strain operations, resources and mental health.
Success stories, such as super viral fitness challenges on TikTok or a gym’s unique approach to training catching fire, have fueled a 27% year-over-year increase in searches for “how to go viral.” But as some gym and studio owners have learned, viral fame can be fleeting, and without the right preparation, the benefits may be short-lived.
The Temporary Boost of Virality
A viral moment can lead to a surge in interest, but it’s not always pure magic. International insurance company Hiscox spoke to small business owners who experienced virality to share the experience, how they handled it and what they learned.
“Our TikTok video about a BBC career initiative went viral, leading to nearly 40,000 app downloads in a month,” said Samantha Hornsby, co-founder of ERIC. However, she quickly realized that many of these downloads were short-lived and the influx of new members was not sustainable.
“A lot of people signed up just to try the class they saw online, but retention was tough,” Hornsby said.
Similarly, dance studio owner Nana Crawford saw a 118% spike in website traffic and a 30% increase in class sign-ups after a video of her business, Jiggle Fiit, went viral. But once the online attention faded, so did the new sign-ups.
While the attention and financial gain of a viral moment can be enticing, the pressure to sustain momentum can take a toll on fitness professionals’ mental well-being.
Crawford shared how the pressure to continuously post content was impacting her mental health.
“The pressure to maintain the attention took a toll. Ironically, once I started putting less pressure on myself, my videos continued to perform well,” she said.
Professional Advice
Psychotherapist Eloise Skinner advises business owners, including fitness professionals and gym operators, to stay grounded during periods of intense growth.
“Viral moments do subside, and calmer periods are likely to return. Get as much support as you can, both professionally and personally,” she suggested.
A sudden spike in demand can quickly overwhelm a solo fitness entrepreneur, leading to logistical nightmares – and potential customer dissatisfaction. To maintain quality service, some fitness businesses have adapted by hiring temporary front-desk staff, expanding class offerings and automating scheduling systems.
To help wannabe fit influencers who find themselves in the viral spotlight, Skinner offers key strategies:
Prioritize mental health: Skinner advises people to pace themselves, keep track of key feedback, and return to important comments later. “In the midst of a viral experience, things can easily get lost or overlooked,” she said.
Hire temporary staff to relieve the burden: Business expert David Horne suggests hiring temporary staff or freelancers to manage the influx of new customers. “Expanding the team provides immediate support, allowing the core team to stay focused without risking burnout,” he explained.
Focus on retention strategies: Horne stresses the importance of keeping customers engaged after the viral moment fades.
“Offer special deals to maintain interest and analyze your metrics to understand new customer segments,” he said. Sending personalized emails to new customers can also help sustain engagement.
While preparing for viral success, fitness businesses must also consider protection.
“Having the right insurance in place, like liability coverage and equipment protection, can help safeguard your gym,” said Nick Thornhill, Direct and Partnerships Director at Hiscox. “These policies support you if workplace accidents or third-party claims arise, allowing you to focus on running your business with confidence.”
Going viral can be a sea change moment for fitness businesses, but without a measured strategy, it can also be a nightmare. By staying prepared, maintaining mental well-being and implementing specific strategies, gym owners can turn viral moments into long-term business growth rather than fleeting fame.
