The fitness industry in the U.S. is undergoing a seismic shift as major gym chains take a stand against the rise of blogging and social media content creation within their spaces.
Big players like Life Time, Equinox, and Crunch Fitness have implemented strict policies, banning not only filming in workout areas but also selfies in locker rooms. The move is a direct response to growing concerns from clients who value their privacy and don’t want to unwittingly end up in someone’s viral video or Instagram story.
As Brookelyn Suddell, a director at Crunch Fitness, put it, “It’s great to see members sharing their workouts, but we also recognize that not everyone wants to be in the background of a viral video.”
Some gyms have gone even further. BOHO Studios in Richmond, Virginia, has banned phones altogether, enforcing a strict no-gadget policy.
Owner AnnMarie Grohs believes that the gym should be a sanctuary for self-focus, not a stage for social media. “We want our members to dedicate time to themselves and what they need that day,” Grohs explained, emphasizing the importance of unplugging in an increasingly connected world.
However, not all fitness centers are on board with these restrictions.
A few have taken the opposite approach, embracing the influencer culture as a marketing opportunity. Transform Gym and War House Gyms have doubled down by not only allowing filming but also permitting the use of tripods to help bloggers create high-quality content.
These gyms operate on the belief that supporting content creators can attract new clients, turning influencers into walking advertisements for their brand. Similarly, studios like solidcore and Alo Yoga have carved out a niche by hosting dedicated, camera-friendly sessions for influencers, where filming is not just allowed but encouraged.
These sessions cater to the growing number of fitness influencers who see content creation as a viable career path — especially as 57% of Gen Zers aspire to become influencers, according to Morning Consult research.
The divide in the fitness industry reflects a broader tension between privacy and the creator economy. On one hand, gyms like Life Time and Equinox are prioritizing the comfort of their core clientele, who may feel uneasy about being filmed during a sweaty workout.
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On the other hand, Transform Gym, War House Gyms, solidcore, and Alo Yoga are betting on the promotional power of social media to drive business growth.
As the creator economy continues to boom — with the IAB reporting 1.5 million creator jobs in 2024—gyms are being forced to navigate a delicate balance between protecting personal space and capitalizing on the influence of digital content creators.
This clash of priorities raises questions about the future of fitness spaces.
Will they remain sanctuaries for personal growth, or will they evolve into stages for the next generation of influencers? For now, the industry is split, and gym-goers are left to choose between spaces that prioritize privacy and those that embrace the camera.
One thing is clear: the battle between privacy and content creation in American gyms is far from over.
