Marketing is about conversion, not just communication. At first glance and first date with social media you may not find that apparent. The best marketers are using social media wisely with a purpose with each post. There is a schedule for a percent of content based on their customers interests, wants and needs. The savvy fitness marketer is training his or her audience as they communicate ...so that they can convert. 
Are you optimizing the tools available to you? At this point in time you are going to pay more and more for advertising that reaches fewer custumers who have more choices. Can you afford to guess what you're doing with social media?  Being busy with it and tending to it when there's time may not be the strategy you want to take after listening.
You have something special. Determine how you'll show and tell it to  your customers.