Posting on social media can be a minefield. What to post, which channel, what time of day, how many times… ? We’ve put together a helpful guide to give you best-practice tips, plus we’ve asked some well-known Instructors how they manage their profiles.

For Creative Director Kylie Gates, posting on social media didn’t come naturally. “I looked at Instagram and there were just all these people posting selfies and things that I couldn’t identify with… I thought, that’s not me. For a long time, I had no interest in it. But then I realised that I could post in my own way, and use my own voice to influence the Tribe, and I found my own way to create posts that are authentic and real to me.

“Finding your voice on social media is similar to finding your voice as an Instructor. When you first start teaching, you copy your role models and you say the things they say and sound a lot like them. But then, as you grow and build your confidence and know who you are and what you stand for, you can bring your unique voice to your teaching. It’s exactly the same on social media. What I post on my Instagram is an extension of who I am as a person – it’s my voice, my photos, my opportunity to connect with a wider audience and show what I stand for.”

“The first post I ever wrote, I deleted three times because I felt like people would think I was showing off,” says Erin Maw, whose current Follower count on Instagram is 42.8K and rising. “If you’re quite reserved and introverted like me, it can be difficult to do something that feels like self-promotion. But then I changed my mindset around it, and now it’s something that absolutely helps me to inspire more people to fall in love with fitness, and draw people to my classes.

“A big part of what helped me was working out what my brand looked like. And that comes from, who am I as an Instructor, what’s my vibe, what’s my why? I don’t want there to be a huge disparity between who people see on social media, and what they get in real life.

“What I post on my Instagram is an extension of who I am as a person – it’s my voice, my photos, my opportunity to connect with a wider audience and show what I stand for.”

Kylie Gates

“My brand is about inspiring people through my athleticism. And for all of my posts, I bring out the side of me that loves to train hard and I only post things that feel real and authentic to who I am. For example, I’m not overly sentimental or emotional as a person, so if you’re after hugs you better hit up Rach and Caley! Hahaha! I’m not going to post long emotional posts – because that wouldn’t be true to who I am. I’m naturally a bit cheeky and direct – so that’s what you’re gonna get on my social media.”

Caley Jäck shares some of her personal life with her Followers as a way to keep people engaged. “I enjoy including my audience into my ‘real world’ at times too! Among my fitness world and the phenomenal shots captured by talented photographers - I also need to hang washing, clean my house and cook food! It’s important to me to inspire by keeping it real. It builds authentic connection.”

When asked about the biggest benefit of social media for Instructors, Rachael Newsham is unequivocal: “Filling your classes. When you post on social, you automatically reach a wider audience and you can keep people updated with when you’re doing covers, telling them what tracks you’re going to teach… it’s a way to keep the conversation going outside of class, and helps your members feel more connected with you. And at the end of the day, we all want to feel connected.”

Download your social media guide here and don’t forget to use tag #lesmillsinstructor in your Insta posts!


  1. Define your why
    What are your values? How will you communicate these through the way that you post?
  1. Know your audience
    Who are you talking to? What will they be interested in?
  1. Plan and schedule your posts
    Check out the guide for the optimum time to post.
  1. Stay authentic
    Make sure what you’re posting is aligned with who you are in real life.