Fitness trainer discusses social media marketing in Field Center webinar

May Khin

Lawrence N. Field Center for Entrepreneurship welcomed Baruch College students to learn about marketing strategies on social media in the next installment of its “Lunch & Learn” webinar series on Feb. 8.

The virtual event, titled “Using Social Media to Propel your Business,” featured GoodForm Studios owner Monice Small and her ability to grow her fitness center through Instagram. The business’ account has 1,363 followers as of Feb. 16.

Based in the seasonal-vacation neighborhood of Rockaway Beach, Queens, GoodForm Studios pushes its clients to their full potential and to build sustainable habits. 

Small founded the studio in 2020 during the COVID-19 pandemic. Living in the neighborhood for eight years after moving here from Georgia, she wanted to create a community space where people can build sustainable habits and accomplish their fitness goals. Rockaway lacked a fitness business, and she was nervous to launch it.

“We just launched the larger space in October 2022, and we are just trying to see what happens,” Small said. “We are trying to make it work, to get people in here, to move their bodies in a way that feels great for them and is sustainable, so that they can keep going for them and their families.”

Small manages the social media, marketing and newsletter for her business, adding “it’s all just me at the moment.”

But at the heart of the webinar’s discussion, Small discussed how she got into social media to promote GoodForm, despite her initial dislike for the medium. She was convinced of the importance of social media to launching her business after listening to podcasts.

“‘I hate it, I hate it’ — I would just always use that language,” Small said. “I started to actually speak on camera, be silly and start doing things that I know people want ultimately.”

Small wanted to show her social media audience that “there’s a lot more things that go into training.”

“Once I started doing that, I started to be more strategic with my online presence — whether it’s GoodForm or my personal Instagram,” Small said. “That’s when I noticed that people really loved the content because they felt seen. I post memes and people like, ‘this meme was the reason I’ve hired you.’ And, I’m like, ‘oh, okay, that was hilarious.’”

In addition to posting content, Small responds to messages from Instagram users, who tend to be surprised to learn that they’re speaking directly with GoodForm’s owner. She said it’s important to interact with people on social media, as she acquired clients and members this way.     

“If someone DMs you, let them know it’s you,” Small said. “It’s your business, so let them know this is a real person. This isn’t some automated message that is just answering you. I feel like people are more inclined to work with someone or work with a business who actually has a presence.”

Clients can also book a free 15-minute consultation with Small to choose the right fitness classes for their goals.

On balancing her work life and personal life, Small said she takes naps and expresses her gratitude for the people she works with. In the early days of her business, she reminded herself that running Goodform was “the only thing that [she was] able to do that feels safe.”

“I just look for the joy,” Small said. “I remember that people need me to do this, and then I also take a lot of time for myself. I am not one to run myself to the ground. I don’t experience burnout. I’m very much about balance.”

At the end of the webinar, Small revealed her plan for GoodForm’s future.

“I would really love to open a second location that is a little bit bigger,” Small said. “But a space that I’ll be able to host multiple things at the same time. I would really like something like that.”