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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 behind-the-scenes look at how Angela Gargano transformed her life from being a biochemist in a lab coat to one of Instagram’s most engaging fitness personalities and an authority on women’s strength training — especially pull-ups. In this in-depth feature, we’ll uncover her journey, lessons from American Ninja Warrior, business pivots, marketing experiments (failures and wins), and the strategies she uses to build real connections with her audience online.
Whether you’re an aspiring fitness coach, a creator building a brand, or just hungry for some marketing wisdom, get ready for both honest stories and actionable advice you can use right away.
Angela’s background is anything but typical for a fitness coach. She actually started as a biochemist:
But science wasn’t what fueled her. She was drawn to health, fitness, and working with people. The problem? She didn’t think fitness could be a “real career.”
So what changed?
Angela decided to save four or five months of rent — taking the leap only once she had a safety net. She always knew she could go back to science if she needed. That allowed her to genuinely give fitness a shot.
Pro tip:
Don’t leap before you have even a basic plan. It’s better to launch into something new with some savings rather than make desperate decisions because you’re in financial trouble.
After working as a trainer, she went bigger and opened her own gym — a brick-and-mortar space in Rhode Island. But three years in, she realized the location dependence wasn’t for her. She craved adventure, travel, and new challenges.
That kicked off the next big pivot:
“I didn’t like that I had to actually stay in one place. My mind was like, man, I want to adventure, I want to do all these things.”
Angela began learning about digital fitness coaching, took online business courses, networked with New York City’s fitness scene, and created her first truly online offer.
Angela’s Instagram catches eyes for a reason. Her secret? She doesn’t think of content as a “production.” Instead, she takes a document-as-you-go approach.
Angela stresses that a lot of it is simply:
“A lot of the content really just comes from living what you’re doing.”
The lesson: Stop overthinking content. Turn your day-to-day and your clients’ journeys into posts and videos.
Angela’s approach is heavily inspired by marketing mogul Gary Vaynerchuk (aka, Gary Vee).
She’s not shy about it either!
“A lot of what Gary Vaynerchuk says is document, don’t create. If you’re just throwing a bunch of stuff out there and you don’t really know who you’re talking to or what’s happening, a lot of times it won’t stick.”
Angela actually MET Gary Vee at a Starbucks in New York City (yes, that Gary Vee) and told him how much his message had changed her life. It’s not just theoretical — she’s living it.
Takeaway: If you want an Instagram channel (or any content plan) that feels true to you, document the real stuff, not what you think is supposed to work.
Angela’s science-to-fitness story is a masterclass in carefully calculated risk.
“You don’t want to jump ship before you have a plan because then you’re going to wind up just doing whatever you can for money. Then it turns into this scarcity type situation.”
Most importantly, Angela learned something from every part of her journey — even the parts she later left behind.
Some people glamorize owning a gym — but Angela keeps it honest. She loved her clients and staff, but after three years, it started to feel like a grind.
“It wasn’t filling my cup. I was feeling kind of annoyed sometimes to go in.”
What finally pushed her?
She tore her ACL on American Ninja Warrior (more on that later). Suddenly she was forced to stop and think: Was she doing things out of routine, or still for real love?
She helped every client transition, set up plans, and closed the gym on a note of trust and respect.
Angela later shut down her online membership after three years for similar reasons: it felt stale, wasn’t fueling her, and wasn’t profitable.
The lesson:
Give things a solid shot — but it’s 100% OK to walk away when you honestly know it’s not serving you, your energy, or your revenue.
Angela’s entry into American Ninja Warrior was, as she puts it, “an accident.” Here’s how it happened:
She’s now been on American Ninja Warrior 4-5 times, but one moment stands out: Tearing her ACL live on the show.
“I was going to be top female. I knew I was flying through the course, then had a weird landing on one of the obstacles and that was it.”
Instead of hiding, Angela documented her injury, recovery, and setbacks for her followers.
“That really allowed me to create a story that was able to help others through their hardships.”
It’s proof: Even the low moments can help you build real trust as a coach, brand, or influencer online.
Many assume TV exposure = overnight fame and fortune. Not even close.
Angela had to do the real work behind the scenes:
Key lesson:
Your story doesn’t “go viral” by itself. After cool things happen (like Ninja Warrior, or going viral on TikTok), YOU need to connect the dots and get your story in front of the right people.
“A lot of people just think they’re going to get all this press and it’s just going to happen for them … but most of the time it’s not.”
Angela stresses the difference between pushing yourself everywhere and coming off as desperate, versus letting connections happen naturally after you’ve planted the seeds.
We’re all told to “just DM people,” but that’s not a free pass to spam.
Angela’s “right way” DM advice is gold. Most people do it wrong.
“At the end of the day, the people on the other side of the screen are humans. You have to remember to treat them like humans and not just, again, like trying to take.”
Angela uses templates for her assistant, making sure every outreach message is tailored and references relevant research about the recipient.
When you can get an intro from someone you trust (like a former guest or collaborator), take it. Warm intros get noticed!
Angela’s marketing is about KNOWING her people. For her, the most effective way to bring women into her world is by focusing on pull-ups.
It’s her differentiator.
“Let’s be real, there’s so much fitness stuff out there. What is going to set you apart?”
The smart move?
Angela doubled down on what worked. Generic fitness memberships were harder to sell; pull-ups were easy, high-converting, and built major trust — so she designed everything else to flow from that.
“So now I’m like, okay cool, I’m not going to lead with (the full-body program) anymore at all. I now lead with the pull-up because that’s what they want. I have a damn good pull-up program!”
Everyone hates spammy emails — Angela included! But she swears by email marketing as the best tool for sales and relationship-building (even better than Instagram).
“If they are giving you their email, that already shows a lot of trust because they don’t want a bunch of spam.”
Angela treats her automations like science experiments, reviewing what emails get opens/clicks/sales, then tweaks her sequences over time.
Angela is a content machine and knows how to make her work go further. Instead of creating unique content for every platform (Instagram, TikTok, YouTube Shorts, Pinterest…), she leans into repurposing.
After posting, she checks analytics:
“If that’s overwhelming and you’re not seeing results on any channel yet—focus on getting one platform down first. Don’t try to do it all at once.”
There’s a temptation to chase only viral reach or, on the flip side, to focus only on sales.
Angela balances:
She’s clear that just because something goes viral, it won’t always perform at the bank.
“Viral content doesn’t necessarily mean you’re getting sales from it at all. I’ve met so many people who have so many followers, viral content all the time — they have no money, they’re not doing well with it.”
Her advice:
Check your numbers. Sometimes a Reel with only 5,000 views brings more sign-ups than one with a million views.
Ask yourself: Are you trying to truly sell a product, drive revenue, or just build awareness and hope for brand deals? Pick your main “win,” then double down on the stuff that actually delivers, even if it’s not flashy.
Let’s talk about the other side of entrepreneurship: things that totally flop.
Post-mortem:
Angela learned to track her audience journey more closely (tagging in Kajabi), and to stop blaming herself for every result. It’s about experimenting, documenting, and evolving — not expecting instant wins from everything.
“You really need to look at all of these things—the journey, the timing of the year. Instead of looking at it as a fail, I look at it as a learning experience.”
Angela doesn’t go it alone. She’s built a support system and invested in the right tools:
“Now it’s great that I have two assistants. I’m able to be like, OK, this fills my cup; this stuff really annoys me—so I have them do that.”
We all love a good Amazon find…
“I bought this tea kettle that heats up your water in like two seconds and I make this mushroom tea every morning. And it’s pretty much been the best thing I’ve ever bought…”
It’s not always fancy gear or expensive software—sometimes the best upgrades are little daily luxuries that save you a few minutes of hassle.
Want to connect, learn from Angela, or even book her for a talk or private event?
If you have questions about marketing, business launches, or building your brand as a coach, Angela encourages you to reach out. She’s done the work — not just talked about it — and can help make your journey a little easier.
“Success in fitness or business isn’t about overnight viral fame. It’s about real relationships, relentless sharing of value, experimenting and learning from mistakes — and never being afraid to pivot.”
If you enjoyed this deep dive and want more behind-the-scenes stories of growth in the digital age, stick around for more interviews and features!
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