Social media strategist · fitness & wellness
Turning followers into people who actually show up for you
I help founder-led fitness and wellness brands build audiences that trust them and buy, through strategy first, content second.
About
Strategy with a human pulse
I care far more about the people on the other side of the screen than the vanity numbers on a dashboard. I work with founder-led fitness and wellness brands, the kind of businesses built on real coaching, real results and a real voice.
My process is simple and deliberate. We start with the audience, get painfully specific about who we're speaking to, then build content pillars, hooks and formats around that person. From there it's consistent publishing, weekly goals, honest reporting and iterating on what the data actually says. No trend chasing for the sake of it.
Away from the calendar, you'll find me deep in a mystery or sci-fi novel, or happily lost in a long intellectual conversation about something completely unrelated to marketing.
Services
What I actually do
Content strategy & ideation
Monthly content pillars, hooks and calendars built from what your audience actually responds to, not guesswork.
Buyer persona & avatar development
Deep ICA work so every post speaks to one specific person with one specific problem you solve.
Content creation
Reels, carousels and static graphics written, designed and edited to look as intentional as your offline work.
Paid ads management
Meta campaigns built around tested organic content, so budget goes behind proof rather than hope.
Email marketing & sequences
Welcome, nurture and launch sequences that turn quiet subscribers into paying clients.
Social media automations
ManyChat flows and DM automations that capture leads while you're coaching, filming or resting.
LinkedIn management
Founder-led thought leadership that positions you as the obvious expert in your niche.
Work
Brands I have grown
Vai Fitness
Personal training
Full account management: content calendars, post design, video editing, automations and daily community engagement, with analytics reviewed every week.
Reach up 202% month-on-month, 14,444 views in a 30-day window.
View case study →Melflora Honey
Wellness product
A full page audit, analytics deep dive and strategy recommendations, backed by content calendars, an Ideal Customer Avatar and a complete content bible.
A feed that finally speaks to the right buyer, with consistent weekly publishing.
Trident Fitness
Gym and community
An Ideal Customer Avatar, content bible and content strategy built to give the brand clearer direction and content that speaks its audience's language.
Grown from scratch into a recognisable local presence with steady enquiries.
Recovery Wellness
Recovery and wellness
An Ideal Customer Avatar document and content bible, sharpening the strategy so every post speaks directly to the people they want in the room.
Clearer offer messaging and a noticeable lift in saves and profile visits.
Case study · Vai Fitness
Turning a boutique fitness studio into a brand people could feel
Vai already had a real story: an experienced founder, loyal clients, small classes, personal coaching. The problem wasn't a lack of substance. It was that too much good stuff happening inside the business wasn't being translated into content clearly enough.
I didn't want the social media to simply show people doing Pilates. I wanted someone scrolling to understand what makes Vai different, who it's really for, and why someone would choose a small, personal studio over a large fitness facility.
"What does someone need to understand about Vai before they decide they want to experience it?"
The client
Vai Fitness is a boutique studio built around a simple philosophy: fitness should feel personal, not corporate. It combines Reformer Pilates, functional strength training, private coaching, recovery and bodywork for adults who want to stay strong, mobile and active as they age. Underneath Pilates, strength and recovery is something bigger: longevity. Vai isn't selling the idea that people need to destroy themselves in the gym; it's selling the idea that your body should keep supporting the life you actually want to live.
The environment itself was part of the brand story: small, personal, attentive.
What I walked into
The business was stronger than the way it was being communicated online. There wasn't a lack of expertise or client stories. There was a communication gap. Someone who walked into Vai would immediately feel known. Someone discovering Vai through Instagram didn't automatically get that same feeling. That was the real problem to solve.
The positioning problem
A Reformer is a Reformer. A plank is a plank. If all you show is the exercise, you force people to compare you on the exercise. That's not where Vai wins. It wins on coaching, attention, relationships and the feeling of being cared for.
The exercise was the visual. The experience was the story.
Understanding the audience
Not "people interested in fitness," but adults who look at a traditional gym and think "that's not really for me." People getting older who want to stay strong, returning to exercise, intimidated by big gyms, or already fit but wanting better coaching. That shifted the content from "here are the benefits of Pilates" to "what happens when your goal isn't to look younger, but to keep living like yourself?"
I wasn't trying to speak to everyone who likes fitness. I was trying to make the right people feel recognised.
The content strategy
Four pillars, connected back to a single idea: build a body that lets you keep saying yes to life.
Move
- Mobility
- Pilates
- Body awareness
Strengthen
- Functional strength
- Stability
- Capability
Recover
- Bodywork
- Recovery
- Rest
Explore
- Travel
- Community
- Life outside the studio
The 70 / 20 / 10 framework
Attract
Relatable, educational content (aging, mobility, misconceptions) built to get the right person to stop scrolling.
Nurture
Client stories, testimonials, behind-the-scenes and studio culture, built to earn trust.
Convert
Class introductions and the New Client Special, making the decision easier.
Results
Verified numbers from Instagram Insights during the engagement, with no invented figures.
Month-on-month increase in accounts reached: 1,967 accounts in 30 days.
Views and 4,678 viewers in 30 days: a 173.4% increase in reach.
Of reach on one reel (1,992 views) came from non-followers.
Increase in accounts reached: 1,815 accounts in a 30-day window.
Accounts reached by a single post, outperforming typical post views within days.
Views on a reel, most reach from the Reels tab and Explore page.
The takeaway
Because here, your body isn't treated like a project to fix
The most important thing I did for Vai wasn't creating a prettier feed. It was helping the brand answer the question every service business eventually has to answer: why should someone choose you when they have other options? The story was already there. I helped make it visible.
Vai Fitness: Move. Strengthen. Recover. Explore.
Designs
Built from strategy, not filled in on a calendar
Analytics
Receipts, not promises
1,815 accounts reached in 30 days: a 136.9% increase.
1,967 accounts reached, up 202.2% month-on-month.
One post reached 170 accounts, outperforming typical post views within days.
A reel drove nearly 2K views, most reach from the Reels tab and Explore page.
1,992 views on one reel: 91.5% from non-followers, proof of new-audience growth.
14,444 views and 4,678 viewers in 30 days: a 173.4% increase in reach.
Feed designs
Full feeds, one visual story
Aura Studio Pilates
FitnessThe Movement Collective
FitnessReviews
What clients say
"Working with Victoria has completely changed how I show up online. She built out our entire content strategy and the ICA work she did helped us finally speak to the right audience."
"She is creative, reliable, and very easy to communicate with. My Instagram content has become more consistent and professional, and we've gained new followers."
Video testimonial
Silvia Giamanco, Vai Fitness
Hearing it straight from a client says more than a case study ever could. Silvia talks through what changed once her content had a strategy behind it.
Certifications
Trained and certified
Ready to grow?
Tell me about your brand, your offer and where you want to be in six months. We'll map the content that gets you there.