Antipodean training provider the Australian Institute of Fitness (AIF) has become one of the first fitness brands to utilise photo-messaging app Snapchat.

Increasingly popular among 13-24 year olds, the app presents a strong opportunity for fitness companies to tap into the difficult-to-reach millennials market, also known as ‘Generation Y’.

The app enables users to send pictures and messages to their friends which display for a short period of time – typically 10 seconds – before automatically deleting.

AIF’s move follows social media and marketing guru Gary Vaynerchuk’s recent address at IHRSA in San Diego, where he accused the fitness industry of “marketing like it’s 2004.”

AIF launched its presence on Snapchat last week, with plans to use the platform “as a motivational and engagement tool with a long-term marketing strategy,” according to a press release.

Users will receive motivational content and insights into what it's like behind the scenes at the AIF, with a view to attracting people to campuses through its “fun, fresh, first and friendly” culture.

“Through Snapchat, the Institute will capture its target Gen Y demographic in the 10-second time limit, creating an impact with exclusive content and showing our audience we ‘get it’ ”, said AIF sales and marketing manager Sean Cosgrove.

The AIF press release added that “Snapchat will provide the Institute with the opportunity to form one-on-one, unique relationships with their audience, in an experience similar to texting.”