Enhancing Self-Leadership in Online Fitness Education and Training: Exploring Strategies and Addressing Challenges Among Social Media Influencers in Henan Province, China

Abstract

The advent of social media platforms has brought about a paradigm shift in the dissemination of information, consequently giving rise to a new breed of individuals known as Social Media Influencers (SMIs). These SMIs have exerted a substantial influence on individuals and society as a whole. Within the domain of fitness education and training, the emergence of Social Media Influencers (SMIs) has significantly disrupted conventional approaches to disseminating information. The purpose of this study is to examine the SMIs’ practices of self-leadership and further explained in terms of their challenges, practices, and strategies of online fitness coaching. Qualitative interviews, coding, and thematic analysis were used to address three key research questions. From findings, these SMIs practice several contextual challenges; which include creating quality digital content, lack of creativity, low digital literacy, lack of financial, physical, and marketing skills, falling out of trends, designing unique programs, and adapting to changing environments. To overcome these challenges, SMIs practice self-leadership by upskilling in content and digital marketing, graphic design, and video-making, seeking constant feedback, leveraging word-of-mouth inquiries, and participating in trending workshops and interest groups. By effectively managing these challenges, SMIs can provide valuable fitness education to their audience and have a significant impact on promoting health and wellness.