An online Gallup Business Journal article showed a study conducted with 2,500 entrepreneurs to understand the actions and decisions that lead to venture creation and growth. After years of research and hundreds of interviews, Gallup has identified 10 specific aptitudes which were consistently observed in highly successful entrepreneurs. One talent is that of a relationship-builder who has the high social awareness and an ability to build relationships that are beneficial for the company’s survival and growth

Successful fitness clubs are successful in relationship with members and the community. Personal interaction has and always will be the best way to build relationship. But today’s culture and business market demands interaction via technology such as health club management software and social media platforms.  Club management software that interfaces with mobile app and website software that syncs member data for automatic follow-up and targeting email communications is one way for your club to connect with current and prospective members.

Effective social media links prospective and existing members to your website, mobile site, gym, and, most importantly, ‘you’ as a ‘relationship-builder’. However if you are absent, neglectful, dismissive, dated, careless, or unintentional with your gym’s social media site, your site and those potential relationships will fail.  This, in turn, will hurt your gym. Effective social media is mindful of the real person on the other side of the information highway so it makes sense to glean from digital and personal interaction experts alike.

Seven things to note when utilizing social media

Treat each channel differently – Search for the social media avenue that is best suited to your fitness business (including interface with your website and app), is user-friendly, and is client-preferred.

Be yourself – Relate to your members/clients/followers/PEOPLE. Get to know them on and offline.  What they are thinking about, worrying over or enjoying. Be humorous, crazy, and somber. Be transparent about issues and honest about mistakes.

Keep them on their toes – Keep your site fresh, live and interactive, putting up and taking down at the speed of business. Whatever is new in your gym should be new on your site. Post real-time with followers.

Ask a thoughtful question – Interesting interactions among you and your followers is memorable and creates positive club experience.

Listen – Listen and diplomatically respond to both compliment and complaint posts. Leave room amongst your postings to really listen to responses.

Focus on quality, not quantity – If you or your social media delegate doesn’t always have time to post quality, interactive and relational material, get quality back-up for when you can’t. Your goal is connection not counts.

Compliment them – Show appreciation for your members collectively and individually, with permission, on your site. Staff should be able to tell you about goals reached, elevated member activity, and other notables.

Be relational – Successful entrepreneurs build relationships to build a healthy business.

Works Cited

Badal, Sangeeta. “10 Talents That Drive Entrepreneurial Success.” Adapted from Entrepreneurial StrengthsFinder by Gallup Press, Sept. 2014. Gallup Business Journal. Gallup, Inc., 6 May 2014. Web. 1 Sept. 2014

Temple, Brandi. “7 Tips for Social Commerce.” Inc. The Playbook. Mansueto Ventures, 23 May 2014. Web Video. 1 Sept. 2014.

Young Entrepreneur Council. “Making a Lasting Impression in Under 5 Minutes: 14 Ideas.” Inc. Networking. Mansueto Ventures, 27 Aug. 2014. Web. 1 Sept. 2014.

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Social media, once just a way to keep in touch with friends and share photos, has now crept in to almost every part of life. We use it to share events, log where we’ve been, and get discounts on retail. It’s even become part of our workout routines.

Lately, I’ve seen a lot of notifications on Facebook letting me know “So-and-so is on a run with (fill in the app). This app will speak your comments to her.” In other words, my friend downloaded an app and then logged into that platform with her social media account. She simply opens the app, starts her workout, and without missing a beat, she can start sweating while her friends cheer her on from the digital sidelines.

Then there’s the ubiquitous sign or suggestion at the gym or studio: “Tweet your workout and receive ______.” Often, the reward is in the form of a discount, a particularly delightful treat for those of us who hit up specialty classes on a regular basis.

Or, what about that crazy new workout your friend tried and loved? How many times did she share it before you finally asked or agreed to join her for a free class—and, what did she receive when she brought you in?

Once upon a time, we went for a run or to the gym and could be relatively assured that, for an hour or so, we could leave behind our work, our personal lives, and our constant need for connectivity. This compartmentalization was, in many ways, a benefit for our minds while we worked out our bodies. Relaxing mentally, an important part of health, was conveniently worked into another routine.

Now, it is more and more rare to hit the stacks without unlocking a reward, sharing our progress on a social media site, or stating proudly the location of our activity. Instead of time for mental relaxation, we have turned the gym into another potential for social interaction.

Luckily, when the goal is to get in shape, any healthy means to achieving to that goal is great. We’ve known for years the positive impact of the buddy system on workouts, and the trend of including our social network in our gym time seems to be just an extension of that trend—as long as you make an active decision to use it to your benefit.

When using social media and apps in fitness, be conscious of the decisions you are making. If downloading an app that tracks your workouts is helpful, use it. If that same app can share your stats, and that motivates you, share away. When it comes to posting where you’ve been and how much you loved it, well, do it if it makes you feel good. However, if utilizing these tools doesn’t make you feel more motivated, or if they distract you, don’t force it. As with anything health or fitness related, the key is to work with yourself, not against.

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