ThE Community Gym
Building a social presence as strong as the community behind it.
Services Provided
Social Media Strategy
Content Creation
Video Production + Editing
Photography
Copywriting
Social Media Management
Campaign Support
The Challenge
Community Gym has never been short on energy.
Between packed classes, larger-than-life coaches, community events, themed workouts, run clubs, challenges, and a growing downtown community, there was always something worth talking about.
The challenge was making sure social media kept up.
Like many growing businesses, social media was being managed alongside a long list of other priorities. The content wasn’t bad, but it wasn’t always consistent—and without someone dedicated to social strategy and content creation, some of the best parts of the Community Gym experience weren’t making it online.
The opportunity wasn’t to reinvent the brand.
It was to capture what was already happening and give it the consistency, strategy, and creative energy it deserved.
Our Approach
When Office Hours Social took over social media management in September 2025, the focus was clear: show people what it actually feels like to be part of Community Gym.
That meant creating more video content, posting consistently, and finding the right balance between promotion and personality.
Sales and events still had an important role to play, but they became part of a larger content ecosystem that also showcased expertise, behind-the-scenes moments, coaches, members, and the everyday energy of the gym.
From major events and sales campaigns to Pride Rides, Shrek-themed cycle classes, coach introductions, run clubs, and regular moments inside the gym, the goal was to build a social presence that felt as active as the community itself.
Good social media doesn’t happen because someone remembers to post.
It happens when someone is paying attention.
Office Hours manages the day-to-day social presence from strategy through deployment, including the majority of filming, photography, editing, copywriting, posting, and account management.
Content is captured almost every week.
Sometimes that means filming inside a packed class. Sometimes it’s photographing members, shooting a new merch collection, showing up at a community event, or creative directing a larger brand shoot with the right production team behind the camera.
Community Gym also operates a SweatXCreate program, which provides additional community-generated content in exchange for membership. Office Hours manages the program and integrates that content into the larger social strategy.
With content going live nearly every day, the majority of what appears on the feed is planned and created directly by Office Hours Social.
Because capturing a community means being part of it.
Making Social a Priority
A Social-First Creative Shift
The biggest changes weren’t always the loudest ones.
A stronger hook at the beginning of a Reel. A strategically chosen Collab post. More faces on the feed. More video. More personality. A better balance between selling what’s happening and showing people why they would want to be there in the first place.
The strategy shifted from simply communicating what Community Gym offers to consistently showing what it feels like to be there.
The result is a feed that sells memberships and promotes events, yes—but also makes room for the weird theme days, the personalities behind the classes, the moments between workouts, and the people who keep showing up.
Professional strategy behind the scenes.
Group chat energy on the feed.
The Results:
In our first year working together, Community Gym’s Instagram presence saw major growth across the metrics that matter most.
3.8M Views
142.3K Accounts Reached
54.7K Content Interactions
+69.3% Growth in Content Interactions
1.7K Link Clicks
+105.4% Growth in Link Clicks
2.9K New Follows
+16.7K% Growth in Follows
The most important story isn’t any one number.
While reach increased, engagement grew significantly faster. Content interactions increased by 69.3%, while link clicks more than doubled.
The audience wasn’t just getting bigger.
It was paying attention—and taking action.
Alongside social growth, the year also included record-breaking sales periods and strong attendance across Community Gym events, supported by a more consistent social presence that keeps the community informed, engaged, and excited about what’s next.
More Than a Place to Work Out
Community Gym is a gym.
But it’s also a third space.
It’s somewhere to move your body, meet people, try something new, show up in a ridiculous costume for a themed class, or become part of a community in the heart of downtown Winnipeg.
That energy is what makes the brand different.
Our job is to make sure people can feel it before they ever walk through the doors.
By combining consistent content creation with social-first strategy, Community Gym’s online presence has become a stronger reflection of the community that already existed offline.
The strategy is professional. The content is social. And the community is the whole point.