I recently graduated from college and moved to San Francisco. As a DI soccer player in college, sports were always the way that I worked out, stayed fit, and got outside. Sports were also always at the center to my social life and friend group. But after moving to a new city and no longer playing competitive sports, I was looking for ways to stay in shape, be outside and meet new friends. So that’s when I found the November Project.
The November Project is a free fitness movement that was born in Boston, Massachuttes during the cold winter months. Now it is present in multiple cities across the U.S. and uses verbal accountability to motivate and encourage people of all shapes, sizes and fitness levels to wake up early in the morning 3x per week and work out with a whole group of motivated people. It uses the slogan “Just show up!” Some cities have had up to 300 attendees just for one workout!
I initially learned about this because a friend of mine was tagged on Facebook in one of the November Project San Francisco photos from an early morning Monday Workout. There were pictures of people sprinting up hills, doing pushups, and standing with their hands on their head gasping for air. But then there were also people smiling, high-fiving, clapping and cheering people on, and enthusiasticly hugging post-workout. These pictures began to pop up all over my Facebook after every workout and I was totally intrigued. I did want to show up! Their photos and social media presence made workouts look engaging, fun, and also tough - exactly what I was looking for.
So I checked out their website and watched their video and was even more intrigued. The November Project is a free event and is described as “a word of mouth thing, a social media thing.” They have been able to create this community by word of mouth and from their dominant and memorable presence on social media. They have 909 posts and 14.4k followers on Instagram, nearly 25k followers on Facebook, hundreds of eventbright activities, 13.k followers on Twitter and over 20,000 youtube views. The “tribe” that they’ve created is incredible and also quite visible.
I’m so impressed with the way that the November Project has built out their community by using the power of technology. How can we expand their community to tap into ALL socioeconomic and multicultural groups?
I’m imagining using other social media tactics to extend their community and reach an even larger and more diverse crowd. What other social media or technological tools could we activate to engage even more community members?