| Abstract: |
The article focuses on the impact of social media on qualified exercise professionals, particularly in the context of the "fitfluencer" phenomenon. It highlights that while fitfluencers can generate significant income, many lack proper qualifications, leading to negative effects on body image and mental health among followers. The article emphasizes the importance of personal branding for exercise professionals, suggesting that they should cultivate an authentic brand aligned with their core values and target audience to differentiate themselves from fitfluencers. It outlines steps for building a brand, including identifying core values, defining a target customer, developing brand-aligned assets, and maintaining consistency, ultimately advocating for a counterpositioning strategy to avoid commoditization in the fitness industry. [Extracted from the article] |