Social Media Management
Managing global social media channels for an international personal training brand.
At a Glance
The Context
Ultimate Performance (UP) is the "Goldman Sachs" of personal training. They deal in high-end, serious results for busy executives and celebrities. Their brand is uncompromising: maximum results, minimum time. I managed their global social media presence. The audience was discerning. They didn't want fluff; they wanted proof. My role was to showcase the incredible transformations UP achieved without diluting the premium, exclusive feel of the brand.
The Challenge
The challenge was consistency and tone. UP had gyms across the globe (London, Marbella, Singapore), but the brand voice had to be unified. We also had to navigate the "fake fitness" industry. We had to prove that our results were real. We needed content that educated, inspired, and ultimately drove high-net-worth individuals to inquire about expensive training packages.
Key Projects and Initiatives
Viral "Transformation" Content Strategy
I developed a template for sharing our transformation stories that stopped the scroll. We combined striking imagery with detailed storytelling about the client's journey (the "hero's journey"). These posts consistently went viral, driving huge organic reach and positioning UP as the undisputed experts.
Celebrity Client Integration
We trained several soap stars and TV personalities. I coordinated with their PR teams to ensure that when they posted about their training, it linked back to us effectively. This "borrowed equity" introduced the brand to a mainstream audience and drove massive spikes in web traffic.
Paid Social Lead Gen
We moved away from just boosting posts to running structured conversion campaigns. We targeted specific demographics (finance professionals in the City of London) with direct-response copy. This provided the sales team with a steady flow of qualified leads to follow up.
Tools and Technology
I used Facebook Business Manager for ad campaigns and Hootsuite for social listening. I used Adobe Photoshop daily to retouch and format transformation photos to ensuring they looked professional and consistent.
Results and Impact
We solidified UP’s reputation as the best in the world.
- Growth: Instagram following grew by 8k organically.
- Leads: Social became a primary driver of consultation bookings.
- Brand: We maintained a premium voice that justified the premium price point.
What I Learned
UP taught me that content is king, but context is queen. I learned that you have to respect your audience's intelligence. It was also my first deep dive into paid social—learning that finding the right audience is often more important than the creative itself.
Interested in this experience?
If you are looking for someone who can bring this level of marketing leadership and hands-on delivery to your team, I would love to hear from you.
Contact Me