According to a recent feature in UK newspaper The Independent, Instagram is spurring the biggest shift the fitness world has seen in decades, thanks to users posting pictures of their workout regimes and healthy meals for their friends to see – they’re increasingly showing off not only the results they’re achieving in terms of their own physical appearance, but the process itself.

Seeing peers putting effort into their daily lives, finding the time to exercise and eating healthily, is apparently spurring their friends on to do the same.

So should gyms be encouraging their members to share results of runs, bike rides, gyms sessions and photos of salads? Is the guilt trip – seeing the evidence of other people’s hard work – really enough to make those viewing the photos ditch the carbs and don the trainers?

Word of mouth has always been a powerful tool, and social media is the ultimate word of mouth – particularly among Millennials. Used properly, it has potential as a tool for behaviour change. But how can operators make the best use of this tool, and are there pitfalls to avoid? We ask the experts…