Websites for gyms and fitness studios

Most people considering a gym are a bit nervous about it. They want to know what's in the room, who else uses it, what it costs and how to cancel, and they want to know before they walk in. A gym site that shows the floor honestly, states the price and lets someone book a first visit takes the edge off that.

From there the site is a timetable and a set of answers. Classes as text with days and times, trainers with the things they coach, the facilities in a short list and membership terms set out clearly. People join a place where they've already pictured themselves, so photos of ordinary members using the space do much of the work.

What the site carries

• The class timetable as text on the page, not as an image or a PDF.
• Membership options with the full price, the minimum term and how to cancel written in plain words.
• A booking button for a first visit or trial, with what the trial includes and what happens afterwards.
• Opening hours separated into staffed hours and any all-hours access.
• A list of facilities: showers, lockers, parking, creche, towels and whatever members ask about on the phone.
• Trainers named, with a line on what each coaches and the qualifications they hold.
• A page for beginners that says what the first week looks like.
• Photos of the floor and the equipment with real members in them, of different ages and abilities, shown with their consent.
• A short note on accessibility: step-free entry, accessible change rooms and any adaptive equipment.
• An enquiry form for personal training and group classes that asks about goals in a line.

The work your customers look for

• memberships
• casual visits
• personal training
• group classes
• strength training
• yoga and pilates
• small group training
• first visit inductions
• free trials
• boxing and conditioning

What they type

• "gym near me"
• "gym"
• "personal trainer"
• "group fitness classes"
• "gym membership"
• "pilates"
• "all hours gym"

Show the full price, the minimum term and how to cancel in plain words before a person joins, so they can see what they're agreeing to.

A free trial that rolls into a paid plan has to say so beside the button.

Claims about results, like weight lost or strength gained, are claims you'd have to back up, and one member's story doesn't stand for everyone.

Don't give a trainer a clinical title, such as physio or dietitian, unless they hold it.

Before and after photos should be real, from members who agreed, and described as one person's experience.

Rules change. Have your licence and wording checked against your regulator before the site goes live.

• A timetable saved as an image that can't be read on a phone.
• A free trial button that never says the trial rolls into a paid membership.
• Prices that appear only after the visitor hands over an email address.
• Photos of models in a stock gym that isn't yours.
• An about page full of fitness slogans and no names of trainers.
• Cancellation terms tucked behind a footer link.