The purpose of this study is to explore how value is created for customers in the fitness industry using social commerce. The study employed a single case study by which data was obtained through a one on one structured interview. Data gathered was analyzed by employing an explanation-building analysis approach. The findings of the study revealed that the fitness instructor leverage on the affordances and features of social media tools he is familiar with to create value for his customers, by using Facebook live for training sessions, uploaded videos of customers and work-outs on Instagram, and WhatsApp status together with WhatsApp video call. The strategy deduced was proposed to be an ideal one for the fitness industry to use to create value for customers, in conformity to the critical case sampling technique