Keeping the influencer program alive, and find a way to scale it
24 Hour Fitness knew the value of influencer marketing. They were already running campaigns, but internal bandwidth was at a breaking point.
With over 35 gyms undergoing full renovations—new flooring, updated equipment, premium recovery rooms—they needed a way to keep up with growing content demands across both national and local social channels. However, managing creator outreach, campaign setup, and reporting alone proved too much.
They didn’t just need support; they needed a partner who could own the process from end to end.
I didn’t want to train someone new, lose them, and have to start over. We needed someone who already knew the platform—who could just get it done.
Cyn Wheeler
Sr. Manager of Content & Social, 24 Hour Fitness
Service hours that scaled with the brand, club by club
24 Hour Fitness expanded to 20 service hours per month with Later’s Managed Services team. Later took on creator sourcing, outreach, content coordination, and reporting—keeping the program moving while giving the internal team room to focus on strategy.
A dependable, always-on Fit Squad
The team also restructured their Fit Squad—curating a pool of trusted creators who post monthly in exchange for a free membership. These creators, often local gym-goers, became a consistent content source across ongoing promotions and campaign pushes.
The Fit Squad has become our go-to creator pool. They know the brand, they love the gym, and I don’t have to source someone new every time — we just tap them and they deliver. It’s a repeatable, low-effort way to keep high-quality content flowing.
Cyn Wheeler
Sr. Manager of Content & Social, 24 Hour Fitness
Localized content to drive local impact
Rather than focus solely on corporate reach, influencer content was strategically distributed across local Instagram feeds—targeting communities near refreshed gym locations. By showcasing real members in real clubs, 24 Hour Fitness created a stronger sense of connection and drove engagement where it mattered most.
We’re not just going for reach — we want people who are in that three-to-six-mile radius. That’s who walks in the door.
Cyn Wheeler
Sr. Manager of Content & Social, 24 Hour Fitness
A content engine that runs on consistency and connection
Between March and December 2025, Later activated 29 creators to support gym reopenings and club-specific storytelling across social.
29 influencers activated
197.8K+ total impressions
16.6K+ total engagements
Top-performing post ER: 51.2% (@cjjohnsonjr)
The best part? We’re getting high-quality content without relying on big paid campaigns. Free memberships are working — and the content hasn’t suffered.
Cyn Wheeler
Sr. Manager of Content & Social, 24 Hour Fitness
With Later’s service hours and always-on creators in place, 24 Hour Fitness built a sustainable influencer model, one that supports national brand growth while connecting authentically at the local level.