How do I Optimize my FB page and not have it appear spammy?

I have a FB page and Twitter account and would like to generate a discussion on the best "things" I should post on them for my gym equipment website http://www.kingsofcardio.com/. Should I post corny motivational quotes? Vids of people working out?
How do I Optimize my FB page and not have it appear spammy?

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