How can a Dundee gym use Instagram and TikTok to win new members?

A Dundee gym wins new members on Instagram and TikTok by showing people exactly what it's like to walk through the door: real classes, real coaches and real members, posted every week, with every comment and message answered quickly. People join a gym they can picture themselves in, and your social accounts are where they picture it first. Get the content, the rhythm and the replies right, and your profiles become a route to trial bookings rather than a noticeboard.

Three things decide whether that happens: what you post, how regularly you post it, and how fast you answer when someone gets in touch. Here's how to get each one right.

Are potential gym members really on Instagram and TikTok?

Yes. In May 2025, Instagram reached 78% of UK online adults and TikTok reached 56%, according to Ofcom's Online Nation report from 2025. Ofcom also measured how long people stay: the average UK adult visitor spent 28 minutes a day on TikTok.

That's the audience you're trying to reach, and they're already scrolling every day. The question isn't whether people in Dundee who'd join your gym use these apps. It's whether your gym shows up there with something that makes them stop.

What content makes someone want to join a gym?

Content that answers the questions people have before they join. Will I fit in? Will I know what I'm doing? Who'll be coaching me? What does a class look like? Joining a new gym is a big step, and the more of it they can see in advance, the smaller that step feels.

That points to four kinds of content that earn their place:

• Class clips that show a real session from warm-up to finish, so people see the pace and the atmosphere.
• Coach introductions, where each coach talks to camera about who they coach and how they run a session.
• Member milestones, such as a first class, a first competition or a new personal best, posted only with that member's permission.
• Your timetable and what's new, from a new class to a change in opening hours.

Put your coaches front and centre. A rival can buy the same racks and rowers, but your coaches and members are the part nobody else can copy. Keep member content about effort and community rather than about how anyone looks, and always ask before you post anyone who's training.

How many times a week should a gym post?

Every week, without gaps. Consistency builds an audience; bursts of activity followed by silence don't. One reel and two static or carousel posts a week is a solid baseline for a gym, and it's exactly what our Essentials package delivers. Gyms with lots of classes and coaches to feature have the material for more, and two reels a week gives each class and coach its turn more quickly.

Give each platform its own job. TikTok puts your clips in front of people who don't follow you yet, so class footage and coach personality lead there. Instagram is where a curious local goes to size you up, so keep your timetable, membership details and a trial booking link one tap from your profile. Our Instagram and TikTok work for Más, a Dundee restaurant, shows the split: 179K TikTok views over six months for reach, and 374 Instagram link clicks over three months from people ready to act.

What should a gym do with comments and DMs?

Treat every message as an enquiry, because it is one. Someone asking "how much is it?" or "is this class OK for beginners?" has already decided they're interested. If they wait two days for a reply, they've had two days to message the gym down the road.

Answer quickly, answer the actual question and then make the next step easy: a link to book a trial, the times of the next beginner class or a phone number. Replying to comments in public helps too, because everyone who reads that thread sees a gym that looks after people. Have your prices, trial offer and timetable ready to paste so every reply is fast and accurate.

Where does The Edit fit for a Dundee gym?

The Edit is DLR Media's social media and content studio. It has three monthly packages, each on a 6-month minimum term and priced plus VAT. For £500 a month, The Essentials Edit gives you up to one reel and two static or carousel posts each week on as many as three platforms, and we capture the content ourselves. That matters for a gym, because your best content is inside your building: the classes, the coaches and the members.

Step up to The Growth Edit at £1,500 a month and you get up to two reels and two posts a week, plus an audit of your accounts, a monthly strategy, performance reporting and community management during office hours, so enquiries in your comments and messages get answered. The Full Edit, at £4,500 a month, brings daily comment and message management, paid Meta ads with retargeting, and an in-person content shoot every month. It suits a gym that wants a full social team pushing trial offers to people who've already watched its content. Paid advertising spend is billed separately.

The 6-month term isn't arbitrary. It gives your content time to build an audience and gives us real results to improve on, month after month.

Frequently asked questions

Do you film in our gym?

Yes. Content capture is included in The Essentials Edit, and The Full Edit adds monthly in-person shoots. We handle the filming, editing and captions, and we'll use any footage you already have.

Can we post our members?

Yes, with their permission. Ask every member before you post them, keep the focus on effort and community, and remove a post straight away if someone asks.

Which platforms do you manage?

Instagram, TikTok, Facebook, LinkedIn and X, with up to three in each package. We're also a TikTok Marketing Partner.

Is there a minimum contract?

Yes. All monthly packages have a 6-month minimum term.

Talk to The Edit about your gym

Our page on social media for Dundee gyms shows how The Edit works for fitness businesses, and our Dundee social media page and The Edit cover the rest. To talk about your gym, call us on +44 1382 699595.