21 Sep 2019 Spa Business: uniting the world of wellness
 
 
HOME
JOBS
NEWS
FEATURES
PRODUCTS
FREE DIGITAL SUBSCRIPTION
PRINT SUBSCRIPTION
ADVERTISE
CONTACT US
Sign up for FREE ezine

SELECTED ISSUE
Health Club Management
2017 issue 11

View issue contents

Spa Business - Em Sheldon

People profile

Em Sheldon


Social Media Fitness Influencer

Fitness influencer Sheldon has 200,000 followers on social media PHOTO: www.emtalks.co.uK

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.


Originally published in Health Club Management 2017 issue 11

Published by The Leisure Media Company Ltd Portmill House, Portmill Lane, Hitchin, Herts SG5 1DJ. Tel: +44 (0)1462 431385 | Contact us | About us | © Cybertrek Ltd
Jobs   News   Products   Magazine
People profile
Em Sheldon

Social Media Fitness Influencer

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.

LATEST NEWS
New Vegas hotel to focus on wellness with 70,000sq ft facility
A new US$850m, 620ft tall Las Vegas hotel that will begin construction in May 2020 will feature a focus on health and wellness.
Resense and Lobster Ink create online training for all spa roles
Online hospitality education specialist Lobster Ink has collaborated with spa management and consultancy firm Resense to launch what they describe as the 'first-of-its-kind' web- based program for those working in wellness.
Mayo Clinic study unlocks new anti-ageing science
New science has revealed a potential solution to age-related diseases which works on a systemic basis, improving overall health and reducing the need to treat individual, age- related ailments.
Details revealed for Canyon Ranch’s upcoming retreat in the Redwoods
Destination spa brand Canyon Ranch has opened reservations for stays beginning on 1 November for their newest brand extension, Canyon Ranch Wellness Retreat – Woodside. The company’s first retreat model sits among the Redwood forest in Woodside, California, near Silicon Valley.
+ More news   
 
COMPANY PROFILE
Premier Software Solutions Ltd

Premier Software (Premier) was founded in 1994 and is a privately-owned UK-based company with Mark J [more...]
+ More profiles  
FEATURED SUPPLIER

Book4Time puts the focus back on the guests
In a competitive spa market, guest experience will make or break your business. [more...]
CATALOGUE GALLERY
 
+ More catalogues  
DIRECTORY
+ More directory  
DIARY

19-23 Sep 2019

CIDESCO World Congress & Exhibition

Hyatt Regency, Chicago, United States
20-27 Sep 2019

Therapeutic City

Various, Bath, United Kingdom
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media, Portmill House, Portmill Lane,
Hitchin, Hertfordshire SG5 1DJ Tel: +44 (0)1462 431385

©Cybertrek 2019

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS