Bodybuilding.com
Bodybuilding.com is where my love of fitness started. Years later, I got to lead organic social for a brand I'd grown up following.
With millions of people across our platforms, the challenge wasn't just reaching more people. It was understanding why they followed us in the first place. Some were experienced lifters. Others were stepping into a gym for the first time. Some wanted education, some wanted motivation, and others just wanted to feel like they belonged.
My job was to understand those differences and build content that gave people a reason to keep coming back.
+300K
INSTAGRAM
FOLLOWERS
+200K
YOUTUBE
SUBSCRIBERS
25.4M
TOP POST
VIEWS
my role
Organic Social Strategy · Creative Direction · Content Planning · Community Growth · Creator Collaboration · Cross-Functional Leadership
I led organic social across Bodybuilding.com's platforms, shaping what we published, why we published it, and how we connected with millions of fitness enthusiasts.
From building recurring content series to collaborating with fitness creators and internal teams, I used audience insights and performance data to guide our strategy and create content people wanted to watch, share, and come back for.
transformation/motivation
Transformations have always been part of fitness culture. But the real story isn't the before-and-after photo. It's the work that happened between the two.
We turned those stories into Monday Motivation, a recurring series built around real people and their progress. The timing was intentional. We wanted to give our audience something encouraging at the start of every week.
Instead of constantly searching for a new idea, we built a recognizable series people could look forward to. Something consistent that gave them a reason to come back.
training
Our biggest hit reached 25.4 million views. It wasn't an elaborate production. It was a familiar training question presented in a way that got people talking.
I saw an opportunity to turn that success into something repeatable.
We built a recurring training series around the questions, debates, and experiences lifters already had in the gym. Content people could learn from, compare with their own training, and discuss in the comments.
One successful post is great. Understanding why it worked and building on that success is where the real value starts.
inclusion
Fitness is for everybody, but not everybody feels like they belong in fitness spaces.
This video featured a woman becoming the first to bench press over 700 pounds. It reached 6.6 million views and sparked conversations beyond the lift itself.
What stood out was how many people connected with seeing strength represented differently from what they're used to.
For a brand with millions of followers, representing different people and experiences matters. It's how you build a community where more people feel seen, included, and welcome.
humor
Not every piece of fitness content needs to teach someone something.
Sometimes connecting with an audience means showing them you understand the little things they experience every day.
This Reel played on an inside joke about a first date at the gym. It reached 14 million views because it gave people something familiar to laugh about, tag their friends in, and share.
That kind of content makes a brand feel like part of the community rather than someone trying to get its attention.
Education gives people a reason to follow. Personality gives them a reason to stay.
brand partnership
Brand partnerships are where social content can start feeling like advertising.
The challenge is featuring a product without interrupting the experience people followed you for.
For this partnership, we built the video around something our audience would actually want to watch. The product was part of the content, but it wasn't the entire reason the content existed.
That's how I approach branded content. The brand gets its moment, but the audience still gets something entertaining, useful, or worth sharing.
You can meet commercial goals without losing what made people follow in the first place.
LET'S BUILD SOMETHING YOUR FITNESS COMMUNITY WANTS TO FOLLOW.
Whether you're growing a gym, building a fitness brand, or creating content around your own expertise, the opportunity starts with understanding your audience.
Let's build a social strategy that gives them a reason to show up, engage, and keep coming back.