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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

People profile: Em Sheldon

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.

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https://www.leisureopportunities.co.uk/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
Em Sheldon, Social Media fitness influencer,social media influencer, operators, influencer marketing
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features

People profile: Em Sheldon

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.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
https://www.leisureopportunities.co.uk/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
Em Sheldon, Social Media fitness influencer,social media influencer, operators, influencer marketing
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Peloton is expanding its reach within the online fitness market with the launch of a ...
Latest News
Dr Giles Yeo, a geneticist at Cambridge University in the UK, has written a new ...
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Plans have been revealed to build the world's deepest pool in Cornwall, UK, which would ...
Latest News
People with depression should be prescribed exercise and then monitored for the first 12 weeks ...
Latest News
Frequent strenuous exercise increases the risk of developing motor neurone disease (MND) in people with ...
Latest News
The UK government has extended the ban on commercial evictions until 25 March 2022. Announcing ...
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Operating a further four weeks at reduced capacity will place serious pressure on English fitness ...
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People experiencing homelessness are being offered free access to leisure centres by Oxford City Council. ...
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Opinion
promotion
While much of the fitness industry has reopened its doors across the UK over the past weeks, many members are yet to return.
Opinion: Re-engaging your post-lockdown absent members
Featured supplier news
Featured supplier news: INEOS: The future of hand-sanitising
As gyms begin to reopen, cleanliness and hygiene remain an essential part of ensuring staff and members are confident to return.
Featured supplier news
Featured supplier news: Active IQ launches two industry-ready health and fitness diplomas
Active IQ has launched two new qualifications – the Level 2 Diploma in Health and Fitness and Level 3 Diploma in Health and Fitness – to help engage learners in an industry-ready training experience that can be tailored to suit local employer needs.
Featured operators news
Featured operator news: Everyone Active bolsters Everyone on Demand and enters second year with five new partnerships
Everyone Active has signed a number of new deals which will see the operator strengthen its digital product offering, Everyone on Demand.
Featured operators news
Featured operator news: Everyone Active generates £342m in social value
Award-winning leisure operator Everyone Active generated £342million in social value at its sites across the country in 2019/20.
Company profiles
Company profile: Life Fitness
The Life Fitness family of brands offers an unrivalled product portfolio, providing customers with access ...
Company profiles
Company profile: Gympass
On a mission to defeat inactivity, Gympass is a corporate wellness solution that builds mutually ...
Supplier Showcases
Supplier showcase - Precor: The power of networking
Catalogue Gallery
Click on a catalogue to view it online
Directory
Exercise equipment
Matrix Fitness: Exercise equipment
Red Light Therapy
 Red Light Rising: Red Light Therapy
Fitness equipment
Octane Fitness: Fitness equipment
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Management software
Premier Software Solutions: Management software
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Skincare
Comfort Zone - Davines S.p.A: Skincare
Spa software
SpaBooker: Spa software
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Diary dates
01-04 Jul 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
28-29 Sep 2021
ExCeL London, London, United Kingdom
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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