Check out our work for
Gymsalen
Gymsalen is a unique gym concept based in Haugesund, Norway, founded by Mart Hallink, a passionate social entrepreneur. Unlike traditional fitness centers, Gymsalen is built on the idea that true wellness stems from social acceptance and a sense of community. The brand's core philosophy revolves around inclusiveness, aiming to create a space where everyone feels welcome - much like the familiar comfort of a school gymnasium.
Vy Strategy was brought on board to develop and manage a comprehensive social media content strategy that would effectively communicate Gymsalen’s distinctive vision and connect with the local community in Haugesund.
The Challenge
Launching a new gym concept in a market filled with established fitness brands is no small feat. Gymsalen needed to differentiate itself by communicating its core values of inclusiveness and community support. The challenge was twofold:
Introducing a New Concept
Clearly conveying the gym’s unique philosophy and differentiating it from conventional fitness centers
Building a Strong Local Presence
Engaging the Haugesund community and fostering a sense of belonging both online and offline
The Solution: A Community-Driven Content Strategy
Vy Strategy collaborated closely with founder Mart Hallink and the Gymsalen team to develop a social media strategy that embodied the essence of the brand: a welcoming, inclusive space inspired by the nostalgia of the school gym. Our focus was on creating content that highlighted people above all else, showcasing the community as the heart of Gymsalen.
Key Tactics
Storytelling Through Social Media
We crafted engaging posts and stories that spotlighted members, their personal journeys, and their experiences at Gymsalen. By sharing real-life stories, we built an authentic connection with the audience.
Platform Diversification
We published content across multiple social media platforms, including Instagram, Facebook, and LinkedIn, to reach a broader audience and maximize engagement within the Haugesund area.
Inclusivity-Focused Content
Our messaging emphasized social acceptance, diversity, and the welcoming atmosphere of Gymsalen. We used local imagery, member testimonials, and community-driven content to convey these values.
Collaborative Approach
We maintained an ongoing dialogue with Mart Hallink and the team to ensure the social media content aligned with Gymsalen’s vision and resonated with the community’s needs.
The Results: Establishing a Trusted Local Brand
The social media strategy helped Gymsalen make a strong impression in its debut year:
High Community Engagement
Posts featuring member stories and local events consistently generated high engagement rates, with a notable increase in likes, shares, and comments
Increased Brand Awareness
The inclusive messaging and community-focused content helped establish Gymsalen as a trusted, welcoming fitness space in Haugesund
Positive Brand Perception
Feedback from the local community indicated that the social media content successfully captured the essence of Gymsalen’s warm and inclusive environment, reinforcing the brand’s core values
