Your gym or personal training business lives and dies by new member sign-ups. Yet most fitness websites fail to convert the visitors they attract—generic designs, buried contact information, and zero social proof turn potential members away before they enquire. In 2025, a professional fitness website isn't optional; it's the difference between a thriving gym and an empty one.
We've built websites for gyms and fitness businesses across Wales—from boutique personal training studios to multi-facility fitness centres with hundreds of members. This guide shares everything we've learned about what actually works: the features that drive sign-ups, the design elements that build trust, and real examples from gyms using their websites to grow membership month after month.
Why Most Gym Websites Fail (And How to Fix Yours)
The fitness industry has a website problem. Too many gyms rely on template sites that look identical to every other gym in their area. Others hide pricing, making visitors click through multiple pages to find basic information. The result? Potential members bounce to competitors who make joining easier.
The gyms winning online share common characteristics: clear pricing visibility, genuine member testimonials with real photos, easy-to-find class schedules and facility information, and mobile-first design that works perfectly on smartphones. These aren't luxury features—they're baseline requirements for converting fitness-conscious visitors into paying members.
Real Gym Website Examples That Generate Members
Rather than theoretical advice, let's examine real gym websites we've built that are actively generating new memberships for Welsh fitness businesses.
KGB MMA Gym: Martial Arts Website That Fills Classes
KGB MMA in Briton Ferry offers Brazilian Jiu-Jitsu, kickboxing, MMA, and fitness classes. Their website needed to appeal to both serious martial artists and complete beginners nervous about stepping into their first class. The solution? Authentic photography showing real members of all fitness levels, clear class schedules, and prominent coach credentials that establish authority.
The homepage immediately addresses the biggest barrier to martial arts sign-ups: intimidation. Welcoming messaging, beginner-friendly class highlights, and member testimonials from people who started with zero experience all work together to convert hesitant visitors into trial bookings. The mobile experience is seamless—critical when 78% of gym website traffic comes from smartphones.
View the complete KGB MMA case study
Unit 9 Gym: Elite Fitness Facility Website
Unit 9 in Neath positions itself as an elite training facility, home to Hyrox training, Hammer Strength equipment, and serious athletes. Their website reflects this premium positioning—high-quality imagery showcasing professional-grade equipment, detailed facility information, and credential displays that justify higher membership pricing.
The website architecture separates their diverse offerings: functional fitness, strength training, personal training, and specialist classes each have dedicated pages optimised for specific search queries. This structure helps Unit 9 capture traffic from people searching 'Hyrox training Neath' or 'powerlifting gym South Wales'—targeted queries that indicate genuine purchase intent.
Explore the Unit 9 Gym website build
Oxygen Fitness: Community Gym Website
Oxygen Fitness in Cornelly serves a different market: families, casual gym-goers, and people prioritising friendly atmosphere over hardcore training. Their website communicates this positioning through imagery showing diverse member demographics, family-friendly messaging, and clear membership options that cater to different usage patterns.
The facility tour section addresses a key concern for new gym members: knowing what to expect before walking through the door. Virtual tours of equipment areas, changing facilities, and class spaces reduce the anxiety that prevents many people from visiting in person. Combined with transparent pricing and easy contact options, this approach converts browsers into visitors.
See the Oxygen Fitness project
T2 Health & Wellbeing: Holistic Fitness Centre Website
T2 HWB in Neath combines traditional gym facilities with wellness services—personal training, nutrition coaching, and rehabilitation. Their website needed to communicate this broader health focus while still appealing to pure gym users. The solution balances fitness imagery with wellness messaging, capturing multiple audience segments without confusing either.
Integration is key: the website connects gym memberships, personal training packages, and wellness services into a coherent journey that upsells naturally. Members exploring the gym can discover personal training; personal training clients learn about nutrition services. This cross-promotion increases customer lifetime value significantly.
Essential Features Every Gym Website Needs
Based on our experience building fitness websites, these features consistently drive the highest conversion rates:
1. Visible Pricing (Yes, Really)
The biggest mistake gyms make is hiding pricing. 'Contact us for rates' might seem like a lead generation tactic, but it actually reduces enquiries. Modern consumers expect transparency. If they can't find your prices, they'll find a competitor's prices instead.
Display your membership options clearly: monthly rates, annual discounts, joining fees (or lack thereof), and what's included at each level. If your pricing is competitive, visibility helps you. If it's premium, context about facilities and services justifies the investment. Either way, transparency builds trust.
2. Real Member Photos (Not Stock Images)
Stock photos of impossibly fit models in pristine gyms undermine credibility. Your potential members aren't fitness models—they're regular people who want to see themselves reflected in your marketing. Authentic photos of real members training in your actual facility build trust that generic imagery never can.
This doesn't mean amateur photography. Professional shots of your real space, with real members (who've consented), strike the balance between quality and authenticity. The investment in proper gym photography pays dividends across your website, social media, and advertising.
3. Class Schedules and Timetables
For gyms offering classes, an easily accessible timetable is essential. This should be mobile-friendly, filterable by class type, and always current. Nothing frustrates potential members more than outdated schedules or having to download PDF timetables that don't work on their phone.
Consider integration with booking systems like TeamUp, Glofox, or Mindbody. Direct class booking from your website removes friction and captures members while their motivation is high.
4. Trainer and Coach Profiles
People join gyms for equipment and facilities, but they stay for community and coaching. Showcasing your trainers with professional photos, qualifications, and personal stories humanises your business. For personal training services especially, coach profiles are often the deciding factor.
Include certifications, specialisms, and personality. Potential clients want trainers who are qualified but also approachable. A brief personal note about training philosophy or fitness journey creates connection before the first session.
5. Member Testimonials and Success Stories
Social proof drives gym sign-ups more than any feature description. Real testimonials from members who've achieved results—weight loss, strength gains, improved confidence—demonstrate that your gym delivers outcomes. Video testimonials are particularly powerful but even written reviews with photos significantly boost conversion rates.
Transformation stories work exceptionally well for personal training services. Before-and-after imagery (with member permission) provides undeniable evidence of results. These stories should be prominent throughout your website, not hidden on a single testimonials page.
6. Mobile-First Design
Over 78% of gym website visits come from mobile devices—people researching during lunch breaks, comparing options while commuting, or checking class times on the go. Your website must work flawlessly on smartphones: fast loading, easy navigation, click-to-call buttons, and forms that function on touchscreens.
Test every page on actual mobile devices, not just desktop simulators. The join button should be thumb-accessible. Class schedules should be readable without zooming. Contact forms should auto-fill on mobile browsers. These details determine whether mobile visitors become members or bounce to competitors.
Personal Trainer Website Essentials
Personal trainers face unique website challenges. Unlike gyms with walk-in traffic, PTs rely almost entirely on online discovery and reputation. Your website must establish authority, build trust, and make booking as frictionless as possible.
Portfolio of Client Transformations
Results sell personal training. Dedicate significant website real estate to client success stories, transformation photos, and specific outcomes achieved. Be specific: '23kg lost in 6 months' or 'First pull-up after 12 weeks' resonates more than vague claims about 'achieving fitness goals'.
Clear Service Packages and Pricing
Personal training pricing varies significantly, and hidden rates create suspicion. Display your packages clearly: one-on-one sessions, small group training, online coaching, package deals. Include what's covered—programming, nutrition guidance, check-ins—so prospects understand the value proposition before enquiring.
Credentials and Specialisms
Your qualifications matter. Display certifications prominently: Level 3 Personal Training, specialist qualifications in areas like pre/post-natal, strength and conditioning, or injury rehabilitation. These credentials differentiate you from unqualified competitors and justify premium pricing.
Easy Booking System
Integrate an online booking system that lets prospects schedule consultations or trial sessions directly from your website. Systems like Calendly, Acuity, or PT-specific platforms like Trainerize remove the email back-and-forth that loses leads. When someone decides they want to train with you, capture that decision immediately.
How Much Does a Gym Website Cost?
Gym website costs vary dramatically based on features, complexity, and who builds it. Here's the realistic pricing landscape for 2025:
Startup personal trainer websites range from £135-£500 for simple one-page sites establishing basic online presence. These work for trainers just starting out who need credibility online while building their client base.
Standard gym brochure websites cost £675-£2,000 for professional multi-page sites with facility information, class schedules, trainer profiles, and strong SEO foundations. This is the sweet spot for most independent gyms and established personal trainers.
Advanced fitness platforms range from £2,000-£5,000+ for gyms needing booking integrations, membership portals, multiple location support, or e-commerce for merchandise and supplements. Large fitness chains may invest £10,000+ for fully custom solutions.
The return on investment makes quality websites worthwhile. A single new gym member might be worth £300-£600 annually in membership fees—often more with personal training add-ons. A website that converts even a few extra members monthly pays for itself quickly.
Local SEO for Gyms: Getting Found in Your Area
Most gym members come from within a 10-15 minute drive. Your website needs to appear when locals search 'gym near me', 'personal trainer [your town]', or 'fitness classes [your area]'. This requires intentional local SEO strategy.
Google Business Profile Optimisation
Your Google Business Profile is often more visible than your website in local searches. Complete every section: accurate opening hours, facility photos, class offerings, and regular posts about gym news. Respond to every Google review promptly—this engagement signals activity to Google's algorithm.
Location-Specific Website Content
Your website should explicitly mention your location throughout: page titles, headings, and body content. 'Personal Training in Swansea' ranks better than generic 'Personal Training Services'. Create content relevant to your local area—mention nearby landmarks, discuss local fitness events, reference your community.
Directory Listings and Citations
Consistent business information across online directories improves local search rankings. Ensure your gym appears on Yell, Thomson Local, Yelp, and fitness-specific directories like ClassPass or PureGym's competitor listing sites. Consistency matters—use identical business name, address, and phone number everywhere.
Common Gym Website Mistakes to Avoid
We see these errors repeatedly on gym websites. Avoiding them gives you immediate competitive advantage:
Slow loading speeds kill mobile conversions. Compress images, use efficient hosting, and test your site speed regularly. Pages taking longer than 3 seconds to load lose over 50% of mobile visitors.
Buried contact information frustrates motivated prospects. Your phone number and enquiry form should be accessible from every page, not hidden in the footer. Make joining easy.
Outdated content damages credibility. Old class schedules, former trainers still featured, or 'new year offers' from previous years suggest the gym itself might be poorly maintained.
No clear call-to-action leaves visitors unsure what to do next. Every page should guide visitors toward joining: 'Start Your Free Trial', 'Book a Tour', 'Get Your First Week Free'. Make the next step obvious.
Ready to Build Your Gym Website?
A professional gym website pays for itself through increased membership sign-ups, enhanced credibility, and reduced reliance on third-party platforms that take commission on every booking. The gyms we've worked with consistently report their websites among their best marketing investments.
At WebDev Wales, we specialise in building websites for fitness businesses across Wales and the UK. From boutique personal training studios to multi-facility gym chains, we understand the fitness industry's unique requirements and build sites that convert visitors into members.
Our gym website packages start from £675 for professional sites with mobile-first design, local SEO setup, class schedules, trainer profiles, and ongoing support. Use our free website cost calculator to get an instant estimate, or contact us directly at 07916 214843 or info@webdevwales.com to discuss your gym's specific needs.
Stop losing potential members to competitors with better websites. Your gym deserves an online presence that works as hard as your trainers do.
Need Help Implementing These Strategies?
If you're a Welsh business looking to improve your online presence, we're here to help. Contact WebDev Wales for expert guidance tailored to your specific needs and local market.
