Empower Fitness is the kind of gym where fitness doesn’t feel scary or intimidating. Over the years, I’ve worked with them on their social media, focusing on showing who they really are — a friendly space where both beginners and regular gym-goers can feel comfortable.

A lot of gyms go for very hype, motivational-style content. But Lizzie and the team wanted something different. They wanted content that feels real, fun, and relatable — something that shows the human side of fitness, not just perfect workouts and serious faces.

So instead of staged shots or overly polished videos, we focused on real moments. Things like trainers dancing to music, the founders joking around, kids exercising with their parents, or everyone laughing halfway through a session. These small, natural moments make the gym feel more approachable and more “real”.

We also made sure the content is practical and easy to use long-term. From each shoot, we built up a library of videos that Lizzie and her team can reuse for Reels, posts, blogs, or simple educational content — without needing to reshoot all the time. It helps them stay consistent without overthinking it.

Working with Empower Fitness is always fun. You never really know what you’re going to capture — maybe a laugh, a dance, or just a nice candid moment. And honestly, that’s what makes their content work. Their personality is their brand, and social media is just a way to share that with more people.