It has always been a pleasure working with the team behind Empower Fitness to generate content for their social media pages over the years. Lizzie, one of the founders whom I usually connect with, believes in portraying her gym as a space for fitness enthusiasts—whether new or experienced—to come together and have fun while exercising. All of the content we create together reflects that vision: natural, candid, lifestyle-driven, and fun. What you see is what you get. From the beginning, my ideas were aligned with Lizzie’s because I also believe that gym-related content should resonate with and relate to potential clients.

Here’s why: Most gym-style content defaults to hype—high-energy, power, motivation, and drive. But I’ve spoken to friends and clients who have body goals yet feel shy or intimidated about stepping into a gym. Honestly, I was one of them in the past too. Imagine scrolling through Instagram to find a gym and being greeted by super-motivational content of muscular men and women clanking weights to fast-paced energy-drink music.


It didn’t resonate with me because I wanted something more personal. As a new gym-goer, I felt it was important to have a close-knit, almost “counseling-style” session—a space that feels safe and secure—because we all start somewhere, even if that means swinging our arms like a very awkward octopus. Unfortunately, most gyms’ content doesn’t reflect that.


Over the years, Empower Fitness’s content has stayed true to its roots: candid, natural, and fun. Nothing fancy—just laughter, bloopers, and more bloopers. This is what the founders are all about. Sometimes in the videos, you might see trainers breaking into dance moves, Lizzie jumping up and down to music (often out of sync), or the tiny kids of parents doing pull-ups with help from Mum or Dad. It’s just really fun to be there. Random moments, happening all the time.


In the most recent shoot, I helped them build a content library—turning all the raw footage into ready-to-use videos that they can pick, mix, and match whenever they like. With the content library in place, it’s easier for them to post consistently and repurpose the videos into different formats, like blogs, image carousels, educational posts, voiceovers, and more.


Today, having a ready-to-use content library is an important asset if you’re planning to market your products or services on social media. It allows you to post consistently while focusing on the other important aspects of your business. In short, you want your content to keep circulating while you’re relaxing—watching Netflix or enjoying a smoothie.