Social media content for Long Island gyms, fitness studios, and trainers

Through the year

A gym year, in content

Membership follows the calendar more than any other business here. Pieces go out before each wave of sign-ups.

1. Late December and January

   The new year rush: what a first week looks like, the class schedule, and the coaches who will meet new members.

2. Spring

   Challenges and programs that start in March, and outdoor classes once it warms up.

3. Summer

   Shorter, harder classes, summer hours, and training for local races.

4. September

   The second new year: fall schedules, new programs, and members back from summer.

5. The holidays

   Holiday classes, gift memberships, and the run-up to January, posted early.

The work

What we make for a gym or studio

Pieces that put a viewer inside the class.

• The class at full effort

  A class from the warm-up to the last round, cut to music licensed for it, with every member in frame having signed a release.

• The coach on form

  One movement at a time, taught by the coach who programs it.

• Meet the coach

  One coach or trainer at a time, on how they coach and the certifications they hold, as they hold them.

• Your first class

  Parking, the front desk, the warm-up, and what to bring, so a new member knows what to expect.

• A member's story

  A member, unpaid and unscripted, on why they train, with results worded the way the FTC expects.

• The space

  The floor, the equipment, and the studio rooms, filmed as they are before the first class.

On site

How we film a gym or studio

Rules we keep on every gym shoot, on top of the overview's.

A content month

What a month looks like

Examples of how each tier tends to fill for a gym or studio. The content calendar sets the real mix around your schedule.

1. Partner

   $1,500 per month

   One content day around one or two classes whose members have agreed to be filmed, plus the coaches before or after. Four to six finished pieces, for example a class Reel, two coach form pieces, a first class walkthrough, and a schedule carousel, delivered within 5 business days.

2. Partner+

   $2,750 per month

   Two content days, one on classes and one on coaches, members, and the space. One long form video of 5 to 10 minutes, such as the owner on how programming is built, ten short form pieces, and three to four static or carousel posts. 3 business day turnaround.

3. Flagship

   $4,000 per month

   A weekly presence through the year, with event coverage included, such as a challenge kickoff, a charity workout, or a competition: 16+ finished pieces a month and 48 hour turnaround.

Your side

What your gym provides

We do the planning, filming, editing, and captions. These stay with you.

• Classes on the content day whose members have agreed to be filmed, each with a signed release.
• Coaches willing to be on camera, and their certifications exactly as they hold them.
• Any results claim and the typical result behind it.
• Membership prices and terms exactly as your contract states them.
• Someone to post the finished pieces and answer the comments and messages they bring in.

Rules

Rules that shape gym content

Transformations, New York's health club law, membership offers, and consent.

• A transformation is a claim about typical results

  The FTC's Endorsement Guides, at 16 CFR 255.2(b), say an ad in which a customer describes their experience with a key attribute will likely be read as saying that is what people will generally achieve, and without proof it should clearly and conspicuously disclose the generally expected result. The FTC's Gut Check guide on weight loss claims adds that results not typical or your results will vary is not enough. So a member's result goes out as typical, or with the typical result disclosed.

  • Source: 16 CFR 255.2, Consumer endorsements, FTC Endorsement Guides (Cornell Law School LII)
  • Source: FTC, Gut Check: A Reference Guide for Media on Spotting False Weight Loss Claims

• Your own space, equipment, and coaches

  New York's General Business Law section 621 defines a health club broadly, including health studios, gymnasiums, weight control studios, and martial arts schools, and section 626 makes it unlawful for one to misstate its size, location, amenities, or staffing, to use pictures that misstate its equipment, or to misstate the number, training, or experience of its staff, including through endorsements. So we film only your space and your coaches, with their credentials as they hold them.

  • Source: New York General Business Law section 621, definitions (New York State Senate)
  • Source: New York General Business Law section 626, deceptive acts prohibited (New York State Senate)

• Membership offers and the right to cancel

  Section 623 says no health club contract shall run longer than thirty-six months, section 624 lets a buyer cancel within three business days of receiving a copy of the contract, and section 626 makes it unlawful to misrepresent the buyer's right to cancel. A piece with a membership offer uses your contract's wording, and we flag offers that read as lifetime or no cancellation.

  • Source: New York General Business Law section 623, contract restrictions (New York State Senate)
  • Source: New York General Business Law section 624, rights of cancellation (New York State Senate)

• Clients on camera

  New York's Civil Rights Law section 50 makes it a misdemeanor to use a living person's name, portrait, picture, likeness, or voice for advertising or trade without their written consent, or a parent's or guardian's for a minor, and section 51 lets that person sue to stop the use and recover damages. A client in the chair agreed to a service, not to an ad, so each one signs a release before a piece shows their face, and a before and after counts as their likeness too.

  • Source: New York Civil Rights Law section 50 (New York State Senate)
  • Source: New York Civil Rights Law section 51 (New York State Senate)

• Music needs a license for business use

  Meta's Music Guidelines, which apply on Instagram and Facebook, say that using music for commercial or non-personal purposes is prohibited unless you have the appropriate licenses. We cut every piece to music licensed for it, or to none.

  • Source: Meta, Music Guidelines

A plain reading of each rule with its source, not legal advice. We are not your compliance department, and we do not pretend to be. Your compliance team or counsel has the final word on every piece.