Les Mills
Les Mills
Les Mills
Health Club Management

Health Club Management

Follow Health Club Management on Twitter Like Health Club Management on Facebook Join the discussion with Health Club Management on LinkedIn Subscribe to Health Club Management
UNITING THE WORLD OF FITNESS
Get the latest news, jobs and features in your inbox
Health Club Management

Health Club Management

features

People profile: Em Sheldon, social media fitness influencer

Social Media Fitness Influencer

Published in Health Club Management 2017 issue 11
Fitness influencer Sheldon has 200,000 followers on social media / PHOTO: www.emtalks.co.uK
Fitness influencer Sheldon has 200,000 followers on social media / PHOTO: www.emtalks.co.uK
You could offer me a million pounds to promote something, but if it isn’t true to me or it’s damaging to my audience, I’m not going to do it

What does being a social media influencer in the fitness space involve?
I started blogging in 2012 and I’ve steadily grown my audience since then. I now have around 200,000 followers across Instagram, Twitter, my blog and YouTube. I’m lucky to get approached daily by fitness brands who say they’d like to partner with me. However, I’m very protective of my audience and will only work with brands that I’m aligned with. So for every 20 companies that approach me, I only work with around three or four. You could offer me a million pounds to promote something, but if it isn’t true to me or it’s damaging to my audience, I’m not going to do it.

Tell us how the influencer-brand partnership works
It’s a mix of paid and unpaid promotion. For example, if a brand makes a specific request for me to do an appearance, a promotional post or video, I’ll request a fee because they’re asking me to do something specifically for them. However, if a gym comes to me and says: ‘Come to a fitness class, we do not expect anything,’ that’s organic and I (and other) influencers won’t charge for that. Of course, the problem with this approach is that the gym runs the risk of getting nothing for its efforts because the influencer may not show up, or they may and not promote the gym or the class afterwards.

Which fitness brands have you worked with?
I do a lot with David Lloyd Leisure – they’re an awesome gym, my family all go there and I genuinely love them. That started because I got in touch with them and told them how much I love the brand. My paid jobs with them have involved filming workout videos. Apart from that, I just go to their gym and tweet about it or naturally mention it in my posts. It’s something I naturally write about, so it’s a really nice win-win.

A lot of my followers have signed up to David Lloyd because they know I genuinely love them, and that shows the kind of return a brand can get from an influencer partnership – if it’s authentic. I’ve also partnered up with Les Mills for their annual Les Mills Live event and I’ve done work with Adidas, Reebok and Nike.

How can operators get the best return from investing in influencer marketing?
Firstly I’d say to go for micro-influencers who have tens or hundreds of thousands of followers, rather than millions. The reason being that micro-influencers are more relatable and they have more engaged audiences. While they may not get 40,000 likes per post, the audience they do have trusts them. I talk to my followers every day and respond to them – it’s harder to form that type of connection with millions of followers.

Secondly, I think it’s important to budget steadily over time. A brand that wants five Instagram influencers with 60,000 followers to do a post each, can expect to spend around £3,000 to £4,000 in total – although this can vary depending on the specific influencer’s fees. However, companies can get better rates by partnering with an influencer over a long period of time rather than blowing £1000 on a single Instagram post.

http://www.leisureopportunities.com/images/155224_583743.jpg
'You could offer me a million pounds to promote something, but if it isn't true to me I'm not going to do it' – Em Sheldon on being a social media influencer
Latest News
Fitness operator HITIO Gym has signed its first franchise agreement in the UK. The Norway-based ...
Latest News
Leisure operator Everyone Active will begin offering its members free access to a digital resource ...
Latest News
Budget yoga chain MoreYoga has opened a studio in Woolwich, London. The launch is the ...
Latest News
Corporate fitness sales specialist Gympass has secured a three-year extension to its deal with premium ...
Latest News
Bury St. Edmunds Leisure Centre in Suffolk has become the first facility in the UK ...
Latest News
Services giant Serco Group has appointed Simon Bailey as the new managing director of its ...
Latest News
Construction work is set to begin later this spring on a £38m leisure centre and ...
Latest News
British Blind Sport, UK Deaf Sport and national disability charity Sense have launched a joint ...
Latest News
US operator Fitness Connection, which has 41 health clubs across three states, has been acquired ...
Latest News
Chris Symons, who has spent the past 18 years at leisure trust GLL, has been ...
Latest News
Exercise alters brain blood flow and improves cognitive performance in older adults, according to research ...
Job search
POST YOUR JOB
Featured supplier news
Featured supplier: Dates revealed for Reebok Les Mills Live 2019
Reebok Les Mills Live will return to Singapore in 2019 – the second time the event will be held in the city-state.
Featured supplier news
Featured supplier: Crown Sports Lockers upgrades facilities at St Michaels destination spa
St Michaels Resort, an award-winning leisure destination in Cornwall, has completed a £10m expansion programme.
Video Gallery
This is Myzone
Myzone
Tracking your workout effort just became effortless. Read more
More videos:
Company profiles
Company profile: Matrix Fitness
At Matrix Fitness, our goal is to make innovative commercial fitness equipment that stands out ...
Company profiles
Company profile: Life Fitness
For more than 45 years, Life Fitness has been dedicated to creating fitness solutions that ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Corporate retreats
Barcelona Bootcamp: Corporate retreats
Architects/designers
Zynk Design Consultants: Architects/designers
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Flooring
Total Vibration Solutions Ltd: Flooring
Management software
GymSales: Management software
Fitness equipment
Dyaco International: Fitness equipment
Skincare
Sothys: Skincare
Audio visual
Lightmasters UK Ltd: Audio visual
Lockers/interior design
Fitlockers: Lockers/interior design
Trade associations
International SPA Association - iSPA: Trade associations
Property & Tenders
Waterlooville Hampshire
Horizon Leisure Centres
Property & Tenders
Waterlooville Hampshire
Horizon Leisure Centres
Property & Tenders
Diary dates
27-28 Feb 2019
Chesford Grange, Kenilworth, United Kingdom
Diary dates
07-09 Mar 2019
Shanghai New International Expo Center, Shanghai, China
Diary dates
Les Mills
Les Mills