Hannah, Jill, John, or The Johnson Family. No mixed-message posts.
CFCNX Social Media Assistant
Posts that bring new people to CFCNX.
Every post should help bring new people to the gym: a first class, a DM, or a walk-in.
Main rule
One useful post is better than many random posts.
Start with one strong post each week. Get the filming, caption, CTA, and results check right before adding more posts.
Too tired, injury risk, inconsistency, no time, intimidation.
Coaching, scaling, clean setup, community, or reliable schedule.
First class on us. Message START. Drop in this week.
Trial signups
Primary signal
DM conversations
Primary signal
Walk-ins
Primary signal
Personas
Speak to one person at a time.
A useful post makes a specific person in Chiang Mai feel like the first step was designed for them.
Hannah
International school teacher
- Friction
- Fixed schedule and post-work fatigue.
- Trigger
- I can fit this into my day reliably.
- Hook
- Too tired after school to train?
- Best proof
- Structured classes after work, visible progress, low planning load.
Jill
Retired expat
- Friction
- Injury risk, intimidation, and loneliness.
- Trigger
- This is safe, social, and for people like me.
- Hook
- If you are over 55, read this.
- Best proof
- Scaling, coach supervision, older member proof story, calm first class.
John
Digital nomad
- Friction
- Gym hopping without consistency or progress.
- Trigger
- This gym is serious and worth my time.
- Hook
- Gym hopping in Chiang Mai but not making progress?
- Best proof
- Coached intensity, measurable progress, strong class standards.
The Johnson Family
Parents
- Friction
- Limited time, kids, and needing a gym they can trust.
- Trigger
- This is safe, structured, and fits family life.
- Hook
- Parents in Chiang Mai need a gym they can trust.
- Best proof
- Reliable classes, coach-led sessions, family-friendly facility cues.
Post Type Guide
Choose the post type first. Then write the message.
Start here when deciding what to make. Choose short video, photo post, or stories. Then use the builder and the platform notes.
Make the most important posts first.
Use this order when deciding what to make first. Stories are useful, but short videos and photo posts matter more.
Best for reaching new people, showing coaching, and showing the gym in motion.
Best for announcements, proof, and keeping the Instagram grid clear.
Best for showing what is happening today. Feed posts are more important.
Short Video Builder
Use this to turn one persona, one pain point, and one CTA into a short video. Two examples for each choice are shown so you can pick the clearer one.
1
Beat 1: Direct hook
Name the persona and the problem before they scroll past.
2
Beat 2: The real problem
Show the problem: fatigue, fear of injury, no routine, or no time with family.
3
Beat 3: CFCNX support
Show coaching, scaling, briefing, or community. Do not explain without proof.
4
Beat 4: The payoff
Make the first visit feel safe, clear, serious, or easy to start.
5
Beat 5: CTA
Ask for one action: try a class, DM us, or drop in this week.
Use the right style for each app.
Use these notes after the message is clear and the persona is chosen.
- Show coached movement, arrival, or community first.
- Short caption: hook, proof, CTA.
- Use DM sticker, link sticker, or reply prompt when available.
TikTok
- Hook in the first 2 seconds.
- Problem, solution, payoff.
- Fast cuts. No random workout montage without context.
YouTube Shorts
- Use a slightly clearer story.
- Let the member or coach say one specific line.
- End with the first class or DM action.
Photo Posts
Keep the grid recognizable and fast to publish.
Photo posts are the second priority after short videos. They should be quick to make, easy to read, and useful without becoming a heavy design project.
Use the same logo placement, type style, colors, spacing, and photo treatment.
Pick the photo, apply a reusable template, write the caption, publish.
Choose proof, environment, education, or offer. Do not mix every idea into one post.
Prioritize members, coaches, class moments, and community over empty equipment shots.
Use the same layout each time.
A photo post should feel like CFCNX before someone reads the caption. Keep it readable at phone size.
Open CFCNX template tool01
Member proof
One strong member photo, one short quote, and a simple DM or trial prompt.
02
Coach tip
One cue or mistake correction. Keep the image clean and let the caption explain.
03
Class recap
Use a real class photo with the date, class type, and one line about the session.
04
Offer or schedule
Make the action obvious: first class, drop-in, schedule change, or limited offer.
05
Same grid style
Use the same crop ratios, logo area, margins, and color system across the month.
06
Caption support
Even photo posts should name the audience, the proof, and the next step when relevant.
Stories
Show what happened today.
These are stories. They disappear after 24 hours. They do not need to be perfect. Post stories to show the gym is busy. But feed posts are more important.
Make these after short videos and feed posts are done.
Show the class, coaching, warmups, stretches, and small wins.
Keep it short and easy to watch.
Ask “Want to join next time?” only when it feels natural.
Keep it simple. Easy to read. Do not spend a long time editing.
Simple story plan.
Use this to show what happened today. It does not need to be polished.
01
Coach instruction
Open with the coach explaining the focus or one movement cue.
02
Movement focus
Show each movement on a different member so the class feels human.
03
Scaled then RX
When there are only a few movements, show the scaled version first, then the RX version.
04
Class energy
Use one quick clip that shows the room working, not a random intensity montage.
05
Closing stretch
End with a quick video of the stretches, cooldown, or post-class reset.
06
Optional reply prompt
Use a Soft CTA like “Want to join next time?” only when it feels natural.
Reusable Post Plans
Use the same post plans every week.
Choose one post plan, replace the bracketed parts with a real member detail, and keep the CTA direct.
Before CrossFit, I...
Platform: Instagram
Persona: [Choose one only]
Post Type: Proof
Hook:
[Persona-specific pain]
Main Content:
Before CrossFit, I [specific hesitation or problem].
Now I [specific change].
At CFCNX, [why this worked here: coaching, scaling, schedule, community, or facility].
CTA:
Message START to try your first class this week.
First Class Walkthrough
Platform: Instagram / TikTok / YouTube Shorts
Persona: [Jill, Hannah, or The Johnson Family]
Post Type: Environment
Hook:
New to CrossFit in Chiang Mai? Here is what your first class actually looks like.
Main Content:
Arrive. Meet the coach. Learn the movements. Scale the workout. Train with the group.
CTA:
Message START and we will help you choose the right first class.
One Beginner Mistake
Platform: TikTok / YouTube Shorts
Persona: [Choose one only]
Post Type: Education
Hook:
Most beginners in Chiang Mai make this training mistake.
Main Content:
They start too hard, train without feedback, then stop because progress feels random. At CFCNX, coaches scale the workout and help you progress without guessing.
CTA:
Try a coached class this week.
Coach Expertise Video
Platform: Instagram / TikTok / YouTube Shorts
Persona: [Choose one only]
Post Type: Education
Hook:
Here Is What Your Coach Sees when you train.
Main Content:
Most people only see the workout. Your coach sees the setup, the range of motion, the safe scaling option, and the one cue that will help you move better.
At CFCNX, coach education matters because it changes the experience in class: safer movement, clearer corrections, and training with purpose.
CTA:
Try a coached class this week. Message START.
Optional Visual Direction:
Mic Your Coaches. Capture one real cue, one movement correction, and one check-in after class. Keep it simple and real.
First Class Offer
Platform: Instagram / Facebook
Persona: [Choose one only]
Post Type: Offer
Hook:
Thinking about trying CrossFit in Chiang Mai?
Main Content:
Your first class is on us. We will help you choose the right session, explain what to expect, and scale the workout to your level.
CTA:
DM START to book your first class. Drop in this week.
Shot Lists
Film proof, not filler.
Capture useful clips every week. Even if there is no finished edit planned yet.
Capture every week
- Member walking into CFCNX.
- Coach greeting or briefing the member.
- Scaled movement option beside the standard version.
- Member training safely with visible coach supervision.
- Coach correction or encouragement.
- Mic Your Coaches: one cue, one correction, one check-in.
- Community interaction before or after class.
- Member saying one clear line to camera.
Avoid
- Random workout clips with no persona or pain point.
- Intense clips as the first thing beginners see.
- Long mixed clips where nobody feels like the main person.
- Captions that explain CrossFit but never ask for action.
- Generic motivation, quotes, or “no excuses” language.
- Global fitness content with no Chiang Mai context.
- Any short video without a trial, DM, or drop-in CTA.
Editing Standard
Keep the edit simple.
Edit to make the message easy to understand. Do not try to make it look fancy.
No crazy edits.
Use clean cuts, readable text, natural audio when useful, and a direct CTA. If the editing gets in the way of the story, make it simpler.
- Cut dead time before adding effects.
- Put the hook on screen in the first 2 seconds.
- Use captions only where they clarify the message.
- End with the CTA, not a long montage.
Reusable gym templates.
Every video should look the same. This makes videos faster to make and easier to recognize as CFCNX.
- Same hook style for each recurring series.
- Same name style for members.
- Same subtitle placement and text size.
- Same end card with Message START or First class on us.
Do not spend a long time on color.
Make footage bright, clean, and consistent. Do not spend time chasing a cinematic look.
Make it easy to understand.
The viewer should understand who the post is for and what to do next without replaying.
Use saved edit patterns.
Proof, walkthrough, education, and offer posts should each have a saved edit pattern.
Publishing Checklist
Check before posting.
If a box cannot be checked, revise before publishing. No CTA means the content is not ready.
01
One persona only
The post clearly targets Hannah, Jill, John, or The Johnson Family.
02
One post type only
Proof, Environment, Education, or Offer. Do not blend purposes.
03
One pain point only
The hook names a real barrier to starting, not a broad fitness goal.
04
Show why CFCNX is different
Coaching, scaling, class structure, community, facility, or schedule.
05
Chiang Mai context included
Expat life, international schools, digital nomads, families, or local pace.
06
Tell people what to do next
Message START, First class on us, Try a class, or Drop in this week.
Examples
Make the weak post useful.
A strong post names the person, shows the concern, shows why CFCNX helps, and gives a next step.
Generic gym content
Great energy in class today. Everyone worked hard and pushed
themselves. Come train with us.
- No persona.
- No specific pain point.
- No CFCNX reason.
- No low-risk next step.
Proof for Jill
If you are over 55 and worried CrossFit is too intense, this is
what your first class can look like. At CFCNX, coaches scale
the workout, explain the movement, and help you train at the
right level. Message START and we will help you choose the
safest first class this week.
- Persona: Jill, retired expat.
- Pain: injury risk and intimidation.
- Reason: coach-led scaling and safety.
- CTA: Message START.
Coach expertise as reassurance
Here Is What Your Coach Sees when you squat for the first time
at CFCNX: your stance, your depth, your balance, and the safest
version for your level. That is why a coached class feels
different from guessing alone. Message START and we will help
you choose the right first class.
- Persona: nervous beginner, Jill, or The Johnson Family.
- Pain: worried about injury or doing movements wrong.
- Reason: credentialed coaching shown through real cues.
- CTA: Message START.
Use these when planning the week.
These are starting points. Do not publish them unchanged. Pick the example that matches the week’s persona, film the real footage, then keep the CTA direct.
Meet Your Coach
Meet [Coach Name]. Before class starts, they are not just
setting a timer. They are checking movement, choosing scaling
options, and making sure each person trains at the right level.
If you are new in Chiang Mai and nervous about your first
class, Message START and we will help you choose the right one.
- Persona: Jill or nervous beginner.
- Pain: worried the class will be too intense.
- Reason: coach-led scaling and safety.
- CTA: Message START.
The Moment Everything Clicked
The moment coaching changed for [Coach Name]: realizing the
best cue is not the loudest one. It is the cue that helps the
person in front of them move safely and confidently. That is
the kind of coaching you get at CFCNX. Try a coached class this
week.
- Persona: Hannah or Jill.
- Pain: uncertainty about doing movements correctly.
- Reason: coach education shown through a real lesson.
- CTA: Try a coached class this week.
Here Is What Your Coach Sees
You see a squat. Your coach sees your stance, range, balance,
breathing, and the safest version for today. That is why
coached CrossFit feels different from training alone. Want a
safer first class in Chiang Mai? Message START.
- Persona: Jill or The Johnson Family.
- Pain: injury risk and intimidation.
- Reason: visible coaching expertise.
- CTA: Message START.
Mic Your Coaches
Listen to one minute of coaching at CFCNX: a setup cue, a
scaled option, and a quick check-in after class. These small
moments are why beginners, parents, and experienced athletes
can train in the same room safely. DM START to try a coached
class.
- Persona: broad only if the footage shows clear scaling.
- Pain: unsure what coaching actually does.
- Reason: real cues filmed in class.
- CTA: DM START.
The CrossFit Effect
The CrossFit Effect for [Member Name] was not just a heavier
lift. It was having more energy after work, knowing people in
class, and feeling stronger in daily life in Chiang Mai. If you
want that first step, Message START and try a class this week.
- Persona: Hannah or Jill.
- Pain: fatigue, loneliness, or loss of routine.
- Reason: real member outcome beyond the workout.
- CTA: Message START.
The Faces of CFCNX
Different ages, backgrounds, abilities, and goals. Same room,
same coaching standard, same community. If you are wondering
whether CrossFit in Chiang Mai is for people like you, come see
the room first. First class on us.
- Persona: Jill, families, or cautious beginners.
- Pain: worried about not fitting in.
- Reason: diverse community with one coaching standard.
- CTA: First class on us.
Before CrossFit, I...
Before CrossFit, I thought I needed to be fitter before I
started. At CFCNX, the coach scaled the workout, explained each
movement, and helped me train at the right level. Now I show up
consistently. Message START and we will help you choose your
first class.
- Persona: Jill or first-time beginner.
- Pain: believing they must get fit before starting.
- Reason: scaling and coach-led onboarding.
- CTA: Message START.
Tag Someone Who Started Your Chain Reaction
Who got you through the door at CFCNX? A coach, a friend, a
partner, or someone who said, “just try one class.” Tag the
person who started your chain reaction. If you are still
waiting for your first step, Message START.
- Persona: people already interested and friends of members.
- Pain: needing social permission to start.
- Reason: community proof from real relationships.
- CTA: Message START.
Make Your Own CrossFit Effect Video
Show us your CrossFit Effect: the first pull-up, the high-five,
the finish you did not think you had, or the person who kept
you coming back. Tag CFCNX and we will reshare the best moments.
New here? Message START to create your first one.
- Persona: existing members plus people already interested.
- Pain: needing proof from people, not ads.
- Reason: member-generated community proof.
- CTA: Tag CFCNX or Message START.
Reference Accounts
Look at accounts that are easy to follow.
Use these accounts for ideas. Do not copy them. Look for clear post types, the same look each week, real people, and local context. Every CFCNX post still needs one persona, one pain point, a CFCNX-specific reason, and a CTA.
- Notice how the account shows the whole gym, not only workouts.
- Look for the same style across facility, class, and community posts.
- Use the idea for CFCNX with Chiang Mai expat context and a first-class CTA.
- Notice how local lifestyle and community make the gym feel welcoming.
- Watch how group energy, coach presence, and member moments make the room less intimidating.
- Use the idea for CFCNX without losing the simple path: pain, proof, action.
- Notice how the account shows a clean, serious training space.
- Look at how class quality and coaching are shown quickly.
- Use the idea for John-style people who want a serious gym worth their time.
Weekly Post Mix
Build toward this weekly rhythm.
Start with one weekly Proof post. Add the full mix only after member clips, captions, and CTA checks are easy to repeat.
2x
Proof
2x
Environment
1x
Education
2x
Offer