The Algorithm Can’t Feel Your Heartbeat

In a world where social media feeds are carefully curated and workout trends go viral in seconds, it’s easy to believe that success in the fitness industry comes down to who knows the algorithm best. Post at the right time, use the trending audio, edit the perfect transitions, and boom, your class is full. Right?

Not quite.

If I’ve learned anything while growing ROWFORMER™, it’s that what actually drives loyalty, community, and real impact in fitness isn’t a smart post, it’s a real person. The algorithm might get someone’s attention, but authenticity is what keeps them coming back. People aren’t just looking for workouts anymore. They’re looking for connection. They want to feel seen, heard, and valued. And no algorithm can do that the way a human can.

We’re All Tired of the Filtered Version

Let’s be honest: people are exhausted by perfection. We’ve seen enough six-pack selfies, lightning-fast edits, and scripted “day in the life” montages to know what’s real and what’s staged.

In fitness, this matters even more. People come to the studio vulnerable. They’re pushing limits, rebuilding confidence, trying again after setbacks. They don’t want to be inspired by someone who looks flawless 100% of the time. They want to know that the person leading them gets it. That they’ve struggled, too. That they’re human.

I tell my coaches this all the time: “You’re not here to be perfect. You’re here to be present.” When you show up as your true self, whether you’re tired, pumped, or somewhere in between, people respect that. It gives them permission to show up honestly, too.

Authenticity Builds Community

One of the things I’m most proud of with ROWFORMER™ is the sense of community that exists in every studio, no matter where it’s located. And it doesn’t happen because of an app. It happens because of people.

When coaches take the time to remember names, ask how someone’s doing, or check in after class, it changes everything. That kind of genuine engagement can’t be taught in a digital marketing course. It comes from caring.

Studios that thrive long-term aren’t the ones with the flashiest lighting or the biggest ad spend. They’re the ones where people feel like they belong. And that starts with leadership that values connection over clicks.

Social Media Isn’t the Enemy—It Just Needs Soul

Don’t get me wrong: I’m not saying social media is bad. In fact, it’s a powerful tool when used with intention. But I think we’ve lost track of what it’s supposed to be, a way to connect, not just to convert.

The posts that perform best for us are always the ones that are real. A coach sharing their favorite playlist. A member talking about how they made it through their first month. A behind-the-scenes glimpse of someone laughing mid-row or catching their breath after a tough class.

You don’t need a viral dance or polished reel to make an impact. You need heart. And people can feel the difference.

Trust Is the New Currency

In today’s fitness landscape, trust is everything. People are overwhelmed with options. They can hop on YouTube, download an app, or try a free trial somewhere else. What makes them stay isn’t the workout alone, it’s the relationship they build with the brand, the coach, and the space.

Authenticity is what builds that trust. When people know that what they see online matches what they experience in person, they let their guard down. They’re more likely to invest, not just financially, but emotionally. That’s the kind of loyalty that no algorithm can buy.

Coaches Are the Brand

One of the biggest lessons I’ve learned is this: no matter how good your branding is, your coaches are the real brand. They’re the ones in the room, every day, shaping the member experience. If they’re not showing up authentically, the whole thing falls apart.

That’s why we invest so much in coach development at ROWFORMER™—not just in technical training, but in personal growth. We want our coaches to lead with integrity, vulnerability, and confidence. We want them to be comfortable saying, “I don’t know, but I’ll find out.” That kind of humility goes a long way.

When coaches are empowered to be themselves, the energy in the room changes. People feel it. And they come back because of it.

Authenticity Is Scalable—If You Lead with It

Some people think you have to choose between growth and authenticity. I disagree. I believe you can scale both, as long as you’re intentional. The key is making sure that your values don’t get diluted as you expand.

At ROWFORMER™, we’ve grown from one studio in Newport Beach to locations around the world, and we’ve done it by staying grounded in who we are. Every new studio starts with a conversation about culture, connection, and care. Because if we ever lose our authenticity, we lose everything.

The Bottom Line

We live in a world that’s optimized for attention. But in fitness, attention is not enough. You need trust. You need heart. You need to show up consistently, not as a brand, but as a human.

Algorithms might get someone through the door. But authenticity is what keeps them there.

So whether you’re a coach, a studio owner, or someone just starting out, remember this: you don’t have to be perfect. You just have to be real.

And in today’s fitness world, that’s what truly sells.