El culto al cuerpo en los centros deportivos. Estrategias de comunicación en redes sociales: Instagram, Facebook y TikTok

Introduction: In the last decade, concern about body worship has experienced significant growth, whether for health and well-being reasons or for aesthetic reasons. This article presents an analysis of the strategies designed for the creation and dissemination of content for social media applied to gyms. Methodology: A qualitative methodology was developed, based on in-depth interviews with community managers from ten gyms nationwide. This allowed us to offer their perspective on who designs and oversees this content, how it is disseminated, how this content is created, who designs it, and how this sports and body image content is perceived and assimilated by users. Results: The results show that social media is home to a huge amount of content related to sport, nutrition, well-being and physical appearance, which serves as a source of information on topics that interest the population, and where the veracity of said information is highly variable. The professionalization of communication strategies in the digital field and specifically on social media, is identified around three types of professionals with training in communication and/or marketing. The strategies are developed according to specific characteristics of each platform on the most used networks Instagram, Facebook and TikTok, but without regular planning. Discussion and Conclusions: Network social growth is considered an effective tool for building loyalty and attracting new members in a digital-first around.