Brad Byrne

Top 5 reasons why your fitness business needs a website

A business’s online presence, regardless of industry, can have a massive impact on its success. In this day and age, some fitness businesses still don’t realize that the majority of their potential customers (93%) will visit their website before making a purchase.

Having a strong online presence, particularly a website, can be make or break for a fitness business. Yes, the quality of your website impacts results, but the purpose of this article is to highlight the importance of actually having a website in the first place.

One person using a laptop while the second points to the screen while wearing a fitbit


One of the main reasons you should have a website for your gym business is to increase your business's credibility. Chances are there are several other gym businesses offering a similar service to yours. One way you can stand out is by having a website that looks good and clearly communicates quality information to your consumers. Your website should be a reflection of the hard work and dedication that you put into your business on a daily basis. Showcasing pictures and videos from your classes or sessions, having a wall of testimonials or even displaying your timetable so people can see the range of classes you offer. 

Without a website, people may question your legitimacy as a business. Having a website is an opportunity to make a great first impression and give people comfort that you’re a real fitness business. This can help with the crucial step of building trust and attracting new customers, as oftentimes the first thing people look for is a website. A good website will communicate that you are serious about all aspects of your fitness business and in conjunction with a management software can be a great way to make a good first impression with your customers to ensure your running a successful business. 

Man looking at a computer screen with his right hand on a mouse. White desk blue walls


Showcasing your brand to prospective customers is one of the most important things that you can do. By clearly establishing who you are, what you represent and what you stand for, you increase the chances of your customers buying from you. Often times people are more likely to invest their time and money into a fitness business if they have shared beliefs. A great way to achieve this through your website is by having a dedicated section showcasing any charity work that you and your business have done in the past or have planned for the future. 

This is also something that can set you apart from your competitors. Without a website, it can be incredibly challenging to do because people can't easily find quality and reliable information on your business. Half of the battle is making sure that your customers have as smooth of a journey as possible when trying to sign up. Once you have a reliable website set up you have a place to funnel your customers to that you can trust, and because you designed it, you know it will give a warm reception to any potential customers. From there you are then able to manage your members with LegitFit. 

A grey laptop sitting on a glass table.

Organic Traffic

Once you're online and have a well-optimized website, you have a chance of showing up in Google search results. This means that when people are searching for a gym or studio in their area, there is a chance your website will show up in the results. This gives you the opportunity to drastically increase your potential customer base with little effort on your part and help you to sell memberships through your website.

By establishing yourself online you gain access to a new customer channel. The effort on your part is also cumulative - the more work that you put into your website the better the SEO ranking… and the better the SEO ranking, the more people that will end up seeing you. Over time this can turn into a well-established aspect of your business that customers will warm to. 

A yellow sticky-note stuck to a cork wall.

Updates And Announcements

Since your website is running 24/7, it's easy to post updates and announcements to your customers. It's a way to keep them up to date on everything that you're doing. By having a constant flow of updates and announcements coming through your website you make sure that your customers are staying engaged. It can be a great way to touch base with your customers without spamming them with new offers or promotions, giving you the ability to grab their attention without having to do so by offering a discount. 

Four graphs, two bar charts, two line plots on a computer screen.

Digital Marketing

If you plan on leveraging digital marketing to increase your leads and grow your fitness business, you'll likely want to drive traffic to a website or landing page to help sell your memberships. To do this effectively, leverage historic traffic that has been going to your website so you can target the most qualified customers and get the best ROI on your ad spend. This is something that can’t be set up retroactively, so it is best to get your website running early even if you’re not planning on running ads at the moment.


There are numerous reasons for getting your website up and running. Consumers often seek out a website as the first point of contact for a new business, and it can be a fantastic way to build trust while making a great first impression. The key is to make sure that you start and give yourself a chance to take advantage of all the potential benefits. 

Websites have become essential to high-performing gyms and studios today. We strongly encourage creating one if you haven’t done so already. You can improve it over time, but the key is to start. As we have already mentioned, the effort you put in is cumulative so you can be sure that your work will pay off in the long run. 

If you want to get a website of your own check out Sites, the newest edition to the LegitFit repertoire designed to help you get a sleek, reliable website for your fitness business!