Meet Isaac turned Anytime Fitness from a templated account into Singapore’s most followable gym personality, growing Instagram engagement 261% in a month. 

Challenge

Anytime Fitness had strong awareness but a templated social presence that was easy to scroll past and blend into the category.

Insight

In Singapore, fitness is identity-first. People choose and follow gyms that reflect who they are and how they want to live, not just where they work out.

Approach

Meet Isaac moved Anytime Fitness from a corporate brand to a fun, culturally relevant voice, built on three ideas:

• Personality-first content: a distinctive, human voice through entertaining, relatable content people genuinely want to follow.
• Local relevance: Singaporean culture, humour and everyday moments that make the brand feel familiar and community-driven.
• Fitness that fits you: inclusive fitness that celebrates every lifestyle, schedule and goal.

Outcome

Consistent, relatable POV content and stronger creative lifted performance and shareability.
Instagram engagement grew 261% in one month, from 12.8K to 46.2K