Social Media Management – Fitness & Wellness Coach
FitFuel by Marcus, a fictional fitness coaching brand based in San Diego, California, partnered with us to build a strong personal brand, grow a loyal fitness community, and convert followers into paying coaching clients through engaging content and a DM funnel strategy.
Focus
Build a strong personal brand, grow a loyal fitness community, and convert followers into paying coaching clients through engaging content and a DM funnel strategy.
The Problem
Marcus was an experienced trainer but:
Struggled to get clients online
Marcus was unable to effectively attract clients through social media.
Had under 2,000 IG followers with minimal engagement
Marcus struggled to build a meaningful and engaged following on Instagram.
Lacked video content, no Reels or YouTube Shorts
Marcus didn't leverage short-form video content for engagement or growth.
Wasted hours on posting without strategy or automation
Marcus spent a lot of time posting content without a clear strategy or time-saving automation.
Solution
Culture of Marketing built his brand as a "no-nonsense fitness coach", targeting young professionals and remote workers.
1. Fitness Reels & Video Series
- Weekly content plan:
- Mon: Quick Tip
- Wed: Workout Demo
- Fri: Myth Busting / Motivation
- Short-form YouTube content with thumbnails + SEO keywords
2. DM Funnel Strategy
- Set up keyword triggers in Instagram DMs (e.g., “START” = auto message with plans)
- Created lead magnets: “Free 7-Day Home Workout Plan”
- Replied to comments & DMs to convert leads faster
3. Personal Brand Voice & Hashtags
- Developed a distinct tone: Bold, energetic, motivational
- Custom hashtag bank and geotags targeting San Diego and remote fitness communities
Result
Instagram Followers
Before: 1,800
After (12 Months): 17,500
+872%
Monthly Coaching Leads (DMs)
Before: 3–5
After (12 Months): 60–80
+1300%
Reel Views (Avg.)
Before: 500–700
After (12 Months): 15,000+
+2040%
YouTube Shorts Views (Total)
Before: 0
After (12 Months): 280,000+
From Scratch
Monthly Coaching Signups
Before: 4
After (12 Months): 27
+575%
Client Testimonial
“I used to spend hours trying to make Instagram work. Culture of Marketing made me look like a pro, gave me a clear system, and now my inbox stays full. I finally have a real online business.”
— Marcus Lewis, Founder, FitFuel by Marcus