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Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Welcome to a deep dive with Francheska Martinez of FrancheskaFit! In this post, we’ll unpack her journey from dance workouts to kettlebell power, her game-changing presence during COVID, and her real talk on marketing, content creation, and building a thriving, engaged wellness community—online and off.
Francheska brings an infectious mix of energy, authenticity, and actionable advice, blending her love of kettlebells, functional movement, and digital marketing. Whether you’re a fitness buff, a content creator, or just someone hoping to move (and feel) a little better, you’ll find truckloads of inspiration (and tips!) here.
“Thanks for having me. I’m so excited to chat with you today.”
That’s Francheska in a nutshell—warm, down-to-earth, and genuinely excited to help others. If you’ve scrolled through fitness Instagram over the past few years, you’ve probably seen her inspiring kettlebell and mobility flows, her creative circuits, and her proof that you can blend content, business and wellness without losing your spark.
She first made waves for many during COVID, empowering people to take control of their health and, as she says, “grab some kettlebells in the garage.” Let’s see how her journey began.
Fitness was always part of Francheska’s life, but not in the traditional gym-rat way.
She started with dance and cardio—think more about moving to music than hitting PRs—and only later found her love for strength training. Her first experience was in 2011, trying out anything with a “load”: sandbags, barbells, dumbbells…and kettlebells were just another tool in the mix.
“I remember picking up some kettlebells in the gym and just using them for farmer’s carries at first and like, for deadlifts. At first, I wasn’t really sure what to use them for, but that was kind of my first introduction.”
What stands out: there wasn’t a grand plan. It was about curiosity, trying new things and just… moving.
Not only is Francheska a powerful coach, she’s also a savvy, authentic marketer—but her approach is different from most “growth hacks” you see online. Her Instagram journey? It started with the simplest impulse: to share joy.
“At first, and I try to keep this true to this day, I try to keep things as organic as possible. For me, it just started off with an interest in sharing stuff. If you scroll all the way back to the beginning of my Instagram, it’s probably all food.”
Sharing isn’t just a tactic; it’s her “why.” She genuinely wants others to feel what she does: strong, balanced, healthy. And while that’s her strength, it can also be a challenge. If she’s not feeling her best, she doesn’t want to share—and that can make consistency tough.
“I think that’s what has really been a strong suit and also a point of weakness in my marketing because for me it comes as just like a place of joy and a place of just sharing out of abundance… But when I don’t feel, you know, my best, I don’t want to share.”
So, how does she stay on track? Discipline, finding structure, and seeking advice from mentors.
How does Francheska balance being a hands-on personal trainer and a busy content creator?
She time-blocks her week for focus:
Tuesdays & Thursdays: Personal training, working directly with clients.
Monday, Wednesday & Friday: Content creation, marketing, outreach, and the behind-the-scenes magic.
This split ensures she can bring her full focus and energy to each area. When she’s training, she’s in service mode—zeroed in on client-specific needs. On content days, she can get into a creative flow, batch tasks, and let her ideas breathe.
“If I had a client in the middle of the day, like, it would completely throw off that flow.”
A huge part of Francheska’s brand growth is posting consistently, especially on Instagram.
“I think the biggest thing is looking at it as like a relationship with that platform and the people that are on it. So with any relationship, they have expectations as well.”
She posts almost daily (especially Monday through Friday), and while weekends are casual, this schedule helps both her audience and the algorithm know what to expect.
“The algorithm loves consistency. And I used to be a lot more consistent across all platforms, but I had a traumatic brain injury in 2020… That’s been the hardest thing, believe it or not, to get back into.”
Francheska thinks about “why” people are on each platform. Here’s her quick take:
Instagram: “To see pretty things.”
Facebook: “To be nosy and get insight into your friends and people’s lives.”
LinkedIn: “All business networking.”
YouTube: “You want to fall down a rabbit hole and not remember how you got there.”
She recognizes that meeting your audience where they are—matching the mood, format, and flow of each platform—is just as important as what you post.
Francheska’s approach is refreshingly simple: document your day-to-day.
“Like one format is just like clips of my workout. So almost every time I work out, I just grab clips, make sure I save them on my phone for later.”
She emphasizes the importance of capturing content as you live your life—no fancy production needed at first, just good lighting, a decent angle, and clean phone lens!
Besides daily workout clips, Francheska sets aside specific days to film more staged, educational content—think “3 hip mobility exercises” or specific circuits. She sometimes works with friends as videographers, but life’s busyness means most content is now DIY with a tripod (or a friendly helper if available).
YouTube content is a bit more polished—better audio, clear setup, and more editing.
Documenting real workouts (quick clips)
Structured tips and mini-tutorials
Longer-form or staged content for YouTube
A clean smartphone lens and natural lighting. That’s it.
“The biggest thing is that our smartphones are always in our pockets and hands, so the lenses get greasy. Make sure we keep that lens nice and clear.”
For more involved content (like wide movement shots), Francheska uses a Sony A7 series camera with a wide lens. And for YouTube? A good tripod and shotgun mic are her go-tos.
Alright, calling all business pros and keyboard warriors! Francheska’s got your back (and your hips).
Tip 1: End-of-Day Stretching
Even 5–10 minutes at the end of the day—while watching TV or on your phone—can help your hips, groin, and back. Pigeon pose, cross-legged, or really whatever feels good is legit.
Tip 2: “Movement Snacks” Throughout the Day
Quick two-minute breaks: stand up, do a quad stretch, a few leg swings.
Any movement is better than no movement.
“Just being consistent with it. Two minutes here, two minutes there.”
Francheska’s not just an account with a lot of followers; she’s built a community—and anyone can do the same.
Her #1 tip for someone aiming for their first 10,000 followers?
“Trying to use all of the features on Instagram and using them all consistently is probably key… anything that improves engagement is absolutely a necessity.”
Polls, comments, DMs, story features, carousel posts—use them all! And respond to people: in DMs, in comments, everywhere.
New features drop constantly—sometimes mimicking TikTok. Francheska says it’s about keeping a “student mindset”:
Try new features (like Reels or Remix), even if you don’t master everything.
Enjoy experimenting—keep it light and fun, not just a “must-do” chore.
“The video fits the whole phone… more visually appealing, easier on the eye. The subject seems closer to you, so it doesn’t seem like it’s all zoomed out.”
Plus, changes in angles, short clips, and lively audio help reset your brain’s attention and keep you watching—kind of like how potato chips companies use the “crunch” to trigger your lizard brain!
When it comes to scaling, Francheska keeps it real: you can’t send long custom replies to everyone, but you can let people know you see them.
“A lot of times it’s both. And I hope my audience knows when I send a double click to something thoughtful that, you know, I read it… but I don’t have enough time to send the whole message.”
She checks messages throughout the day, grabbing two minutes here and there.
Why does it matter?
Direct feedback on what your audience wants
Real relationships and loyalty that last well beyond the algorithm’s favor
“A lot of times…when I get feedback from people in real life telling me they found me online, I think that’s an amazing way to measure that outreach.”
It’s tempting to only care about likes and followers, but Francheska looks at a wider view:
Partnership Visibility: Collaborations and brand partnerships provide “visibility that I get with a lot of partnerships—is probably one of the most important metrics.”
Free Product Signups: These are a signal of people genuinely interested in your work (and a pipeline for long-term clients).
Word of Mouth: If people mention seeing you online in real life, it’s a big sign you’re having an impact.
YouTube Longevity: YouTube videos have long shelf-lives; someone can discover you years after a video is posted.
“Sometimes people tell me they saw a YouTube video of me from like three years ago and I’m like, whoa, that’s freaking crazy.”
Francheska offers free online workout programs as a “taste” of her coaching, but more importantly, they build trust and give people a no-risk way to test her methods.
“A lot of times you have to actually experience it to know what it’s like. So that’s why I give them away… It’s an opportunity for them to go and see if my products or if my coaching is legitimate or not as well.”
Even if someone doesn’t buy, they can try—and that builds reputation and goodwill.
What sets Francheska apart? She’s a functional strength coach—her style is rooted in:
Functional strength (think: moving well for life, not just in the gym)
Mobility and balance
Support for all bodies and goals—not just one training “dogma”
“In the functional strength training world, we’re pretty much focused on getting you stronger and more mobile for whatever task you have… whether your task is just, like, being a normal human and picking up groceries, or let’s say you’re an elite ironman athlete.”
Despite her confidence on Instagram, Francheska finds consistency on TikTok and newer apps harder to nail.
Why? Each platform wants different things.
Instagram: Longer clips (up to 30 seconds), educational captions, visuals that are a little slower.
TikTok: Short, punchy, often voiceover-heavy, quick cuts, text overlays—makes content feel more ADHD (in a good way?).
She admits: “I tried posting normal content on TikTok. It really didn’t do well. But every time I try posting more TikTok-friendly content it does better.”
Francheska spent plenty of time scrolling TikTok as a user—seeing what worked, what didn’t, and how trends shape content creation. Sometimes, that meant deleting the app to avoid the scroll-trap, and sometimes it meant jumping back in for research.
“I started posting on TikTok kind of like the normal content I like posting and it really didn’t do well at all. But every time I try posting more TikTok friendly content does better.”
She’s also eyeing better captioning tools (maybe hiring someone to create high-quality captions for accessibility), especially since a fellow creator found big success there.
“TikTok likes the voiceovers. They like it when I clip up the videos… but I haven’t started doing too much TikTok yet just because I want to give myself time to enjoy the content creation process instead of force feeding myself and like forcing myself to do it.”
Francheska’s proudest campaign? A 21-day New Year’s challenge in 2020.
She gave herself plenty of planning time.
The challenge matched what her audience wanted—showing the power of listening.
It performed really well and she’s considering more of these in the future.
“The biggest thing about that was that I gave myself enough time to plan it out ahead of time without feeling rushed… it was something that my audience wanted, so I did it for them.”
She launched her online business in 2018, so when COVID hit, she was already ready to help the community virtually—though she admits, “I really didn’t love the Zoom meetings personally.”
Like many, 2020 was about adapting—fast.
Francheska gave back in these ways:
Hosted free online workouts.
Kept the community motivated and connected.
Ran fundraisers, some collaborating with other coaches and even publications like Women’s Health.
“I was hosting online workouts for free, trying to inspire the community to stay healthy…We did a lot of fundraisers during 2020 with a bunch of fitness coaches.”
Sometimes it was just about showing up, being consistent, and giving people a reason to move, even during tough stretches.
What does it mean to use marketing for good? For Francheska, it’s simple:
“Encouraging people to live their healthiest, happiest, most active life. That for me is, like, what I think about when I try to reflect on why I do marketing.”
She believes sharing good—showing how transformative health, strength, and movement can be—is a beautiful form of leadership. And just as importantly, she lives that message as her own best example.
“You got to lead by example and show them the way.”
Gotta love a relatable answer: colored pens.
“For me, colored pens, when I use them in my planner, it brings my whole week to life.”
It’s a small investment that keeps her organized, happy, and visually inspired—a reminder that sometimes little joys add up to the biggest boosts.
Francheska’s path is all about movement—physical, emotional, creative. Her story is a testament to:
Authenticity: Sharing from a place of joy, even (especially) when it’s hard
Consistency: Showing up for both client and audience, week in and week out
Connection: Responding, listening, and building real relationships
Adaptability: Learning the quirks of new platforms, experimenting, staying a student
Service: Giving back, sharing knowledge, and leading by example
Through it all, Francheska reminds us that movement—of the body, mind, and spirit—isn’t just about the gym or social media numbers. It’s about showing up, giving your best, and building genuine connections.
Whether you’re a trainer, a marketer, a creator, or just someone trying to feel better in your body, Francheska’s example offers a roadmap:
Document your process, don’t just create for the algorithm.
Be consistent, but give yourself grace.
Respond and listen to your community, even if it’s just a quick thumbs up.
Stay curious, stay a student.
Remember: all movement counts.
Find Francheska online for more daily inspiration, free workouts, and community—and be sure to grab your colored pens. Your planner (and your progress) will thank you.
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As senior Vice President of Americas at Cathay Pacific Airways, Philippe Lacamp is creating a vision to build the …
Today we have Scott Steele from EVE Encinitas on The School for Humanity. Eve Encinitas, located in North …
Did you know that over 600,000 tons of vinyl from banners and billboards end up in landfills each year? …
Today on The School for Humanity, we’re speaking with author, mentor and entrepreneur Melissa Ambrosini. Melissa talks about her …
Today on The School for Humanity we’re speaking with Lindsey Bolton who is the Community Rockstar at All Good. …
Today on The School for Humanity we’re talking to Kate Williams, the CEO of 1% for the Planet. 1% …
After studying business and knowing she didn’t want to work in a traditional corporate setting, Kelsey started her career …
This week on The School for Humanity we’re speaking with Ali McMutrie who is the Co-Founder and Co-President of Haitian …
Chuck Samuleson has worked in the food industry all his life. During that time, he saw food trends come …
Today’s School for Humanity podcast features Richard Leftley, the founder and CEO of Microensure. By providing insurance to lower …
This week on The School for Humanity we have Rachel Sumekh who is the CEO of Swipe out Hunger. …
Learn to read, then read to learn. That’s what Ann McCormick’s mantra has been since starting her first company …
From the Wolf of Wall Street to meditation guru, Tom Cronin’s career path has been anything but traditional. In …
