Get in shape with Philly's 'Instafamous' for a shot at $10K in prizes - Philly


Mar. 2, 2017 12:46 pm

Get in shape with Philly’s ‘Instafamous’ for a shot at $10K in prizes

#MyCityMoves is a 20-day fitness competition featuring 16 members of Philly's Instagram royalty.

Wanna sweat alongside Philly's Instagram royalty?

(Photo by Flickr user Ryan Knap, under a Creative Commons license)

Have you ever just woken up and asked yourself: Who are Philadelphia’s “Instafamous”?

Neither have we, but as luck would have it, the latest PR push from Philly-based gym City Fitness lined up a roster for us. 

#MyCityMoves, a 20-day fitness competition starting March 11 with $10,000 in cash prizes up for grabs, lined up support from 16 Philly instagrammers of note including bodybuilder Michael Rowland, model and dancer Frenchie Kate and Curalate’s Marketing Director Brendan Lowry (aka Peopledelphia).

All told, the social-media top guns amass an audience of some 185,00 followers.

Registration costs $99 and includes a MYZONE belt. The wearable tech jawn will be used to monitor participants’ vitals throughout the competition.

Last year, the event gathered around 300 participants in its first edition. For 2017, the gym is hoping to rally 1,500 fitness-minded Philly folks in a bid to raise the city’s profile as a fitness-savvy town, despite its cheesesteak and beer fame.

“There are people and communities, most of whom have joined us for this year’s competition, within Philadelphia looking to address that [perception],” said the gym’s marketing director Tom Wingert. “We believe that we can make a meaningful impact on the way this city interacts with concepts of health and fitness.”


As for Lowry, one of the interesting angles of this event is to see a gym, and not a clothing or food brand, use influencer curation for an offline event.

“In a fitness industry which is known for price promotions and pretty bad marketing, City Fitness is playing the long game and focusing on building actual community,” Lowry said.

Roberto Torres

Roberto Torres became Lead Philly Reporter in May 2016. Prior, he was a freelance contributor to and Al Dia News. The native Venezuelan moved to Philadelphia in 2015 after reporting on research at his alma mater, the University of Zulia. Whenever he's not fencing deadlines, he can be found standing in line at Overbrook Pizza in West Philly, running Netflix/Hulu marathons with his wife or reading news from Venezuela.

  • Frank

    I had the exact opposite experience with City Fitness in Fishtown. Was super excited to sign up for the new convenient gym, but the sales gimmickry was of off-putting that I’m just gonna stick it out with horrendous Planet Fitness for now. I literally walked in the building ready to pay full price for life and they somehow managed to talk me out of it.

    • Tom Wingert

      Frank, thanks for the comment. I’m Tom — head of marketing at City Fitness. This is super disappointing to hear and I’d like to make things right. If you’re open to it, shoot me an email at I’ll be super appreciative of your time. Thanks

      • Frank

        I’m all set, thanks anyway Tom. Worked it out with your billing folks in Little Rock who were a delight.


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