This research explores the relations between women’s bodies and social media, with a particular focus on the digitally mediated ‘fitspo’ phenomenon. ‘Fitspo’ typically refers to images, videos and motivational mantras that people post to social media with the purpose of inspiring themselves and others to live a ‘fit’ and ‘healthy’ life. Through drawing upon ethnographic observations of Instagram posts made by 21 Australian women aged 20-34 over three-months and individual semi-structured interviews, this research project aims to provide a more nuanced understanding of how fitspirational bodies manifest in the everyday, relate to consumer culture and neoliberalism, and mediate gender identities. Researching what social media may afford young people’s bodies and gender identities is timely given the increasing entanglement of the digital with the everyday and necessary given the continued ranking of ‘body-image’ in the top three highest causes of personal concern for young Australians (Mission Australia, 2017). The results of this research could accordingly inform educational efforts addressing issues concerning social media, ‘body-image’, gender, fitness and wellbeing.