Why Simply Posting Every Day Clearly Isn’t the Answer (And What Athletes Should Do Instead)

Every few months, a new wave of “post daily for 30 days straight” advice hits social media like it’s the new secret to growing an audience.

And athletes hear it as loud as any creator.

Show up every day. Stay consistent. Post no matter what.

But recently, “The Island Ninja” himself — eight-time American Ninja Warrior competitor Grant McCartney — proved what many other athletes are undoubtedly quietly experiencing, too:

You can do all of that… And still watch your follower count drop.

Yep.

After posting 30 straight days, Grant actually lost followers. Two-hundred and ninety-eight, to be exact.

Not because he isn’t talented.

Not because he isn’t disciplined.

And definitely not because the content was “bad.”

I’ve been following Grant on social media for years, and he’s one of the most entertaining, funny, charismatic athletes around.

And yet, he discovered firsthand that posting every day isn’t a strategy. It’s an activity.

And activities don’t build belief.

Click here to see the TikTok video that sparked this blog post.

Consistency Isn’t the Problem — Clarity Is

I’ve followed Grant for years and even spent time doing ninja training myself — including learning from ANW legend Lorin Ball. One thing Grant has always embodied is authenticity.

But it’s noisy out there. And to stand out, it takes intention and vulnerability, too.

Because people aren’t just seeing a highlight or a rep — they’re filtering hundreds of voices, faces, and posts every day.

Often, it isn’t a content problem. It’s a clarity problem.

The “Crowded Gym” Reality Every Athlete Faces

Here’s the truth no influencer-style advice ever mentions:

Everyone is posting now.

Every sport.
Every level.
Every athlete.
Every brand.
Every creator.

When the gym gets crowded, even great shots get knocked out of rhythm.

That’s what Grant experienced — and what so many athletes quietly deal with:

• “I’m posting… but nothing is growing.”

• “I’m consistent… but no one is engaging.”

• “I’m working hard… but it’s not translating.”

This isn’t effort failure. This is messaging failure.

And messaging is what separates athletes who get noticed from athletes who get scrolled past.

So What Actually Works? The Intentional Athlete Playbook

Posting more isn’t the answer. Posting with intention is.

Here’s the 3-step framework I teach athletes and sports brands — simple, repeatable, and built for real growth.

1️⃣ Decide what you want people to believe about you.

Not just what you do — what you stand for. The truth. Your truth.

Identity > activity.

Coaches, scouts, and fans follow beliefs, not posts.

2️⃣ Show moments that prove that identity.

Stories beat clips.Context beats quantity.

Your values, your work ethic, your personality — these make you memorable.

3️⃣ Repeat it consistently (not relentlessly).

You don’t need 30 consecutive daily posts, necessarily.

You need the same message, delivered clearly, through different content angles.

Consistency builds recognition. Recognition builds connection. Connection builds opportunity.

The Real Lesson from Grant’s 30-Day Experiment

Grant didn’t lose followers because he “posted too much.”

He lost followers because the content didn’t reinforce a clear message.

Ironically, the video where he talks about losing followers performed very well.

Why?

Because it was human, honest, and unmistakably him.

Authenticity hits when it has a story behind it.

And that’s the unlock most athletes haven’t been taught yet.

If Your Growth Feels Stuck… It’s Not Your Grind

Don’t beat yourself up.

Don’t blame the algorithm.

Don’t assume you’re “not interesting.”

You just need clarity.

A message that cuts through the crowded gym. A story that makes you memorable. A brand that feels undeniably you.

Once that’s in place, your content will finally start working as hard as you do.