This is summarised from episode 82 of The Business of Fitness Podcast. Listen here.
Learn more about how Dan can build you a website for your fitness business.
There are several elements of a fitness website that are absolutely imperative for a Fitness Business.
And by the same token, there are some things that shouldn’t be included.
Done well, a Fitness Business Website will act as a central hub for digital marketing, a place to build reputation through content creation, and a lead-generating machine.
And it doesn’t need to be complicated.
In fact, a single-page website is usually the best way to develop a highly effective online presence.
I’ve boiled it down to just six key sections. Include these six things (and no more) in your site and you’ll have built the perfect website for a Fitness Business.
For each section, I’ve included an example from a demo site I’ve built. You can check out a more comprehensive set of examples here.
1) Above The Fold
In the early days of newspapers, the paper was folded in half on the newsstand. Pedestrians walking past would glance at the visible part of the paper to see if it was worth buying. This above the fold section was the most important part of the paper when trying to make a sale.
With websites, the above the fold section is just as important. When someone opens your website on their computer, phone or tablet, the information they see before scrolling is key.
It should include:
- Your business name
- Your unique selling proposition (USP) – what you do best and for whom
- Your location (if you’re brick-and-mortar)
- A summary of how your business works
- A clear call to action (CTA), ideally a form or button leading to the next step
Think of this as the headline and opening paragraph of your entire website. If a visitor sees nothing else, they should know who you help, what you do, and what to do next.
For example, a strong above-the-fold section might read:
‘Grit Fitness offers an individualised, health-first approach to exercise in Subiaco. Personal training, semi-private training and nutrition coaching. All built just for you. [Contact me to arrange a chat].’
2) What Sort of Person Is The Business For?
The biggest mistake I see fitness businesses make is making their website about them. Old-school ‘About Me’ pages no longer work. People don’t visit your site to learn about you. They visit to find out how you can help them.
This section should speak directly to your ideal client (your avatar). Ask a question that identifies them psychographically, not just demographically. For example:
‘Are you the sort of person who needs an individualised, health-first approach to exercise?’
If they say yes in their head, they’ll keep reading.
From here, describe their world — their challenges, values and frustrations — so they feel understood. Then introduce empathy by listing how you help them, framed around their pain points. For example:
- I help you feel known by running a boutique studio with personal coaching.
- I help you fit training into life with a schedule built around you.
- I help you stay consistent by pairing you with an expert trainer.
- I help you get tailored care by specialising only in personal training.
- I help you stay motivated with varied programs you actually enjoy.
Finally, hint at the difference your service will make compared to doing nothing:
‘Do you want the shortest path to feeling strong and energised instead of months of guesswork and slow progress? I’m here to help.’
3) Quick Social Proof — Short Testimonials
People now want to hear from others who’ve had success with you.
Use short, powerful testimonials — ideally 16 words or fewer — instead of long paragraphs that nobody reads. Edit your client testimonials for brevity and clarity (with their approval) so they hit harder and look professional.
Example:
‘Dan helped me finally stay consistent with training and feel stronger than I ever have.’
Keep this section snappy. Think of it as instant credibility.
4) How The Business Works (And What I Don’t Do)
Only now do you talk about you. This section explains your services and your approach, but with an important twist.
Start with a clear summary of what you do and how you work.
Example:
‘I handcraft every plan, coach you closely, track your data weekly and retest across personal training, semi-private sessions and nutrition coaching.’
Then introduce the principle of goal dilution. Show what you don’t do to build trust and position yourself as a specialist.
Example:
‘I don’t run big classes, quick-fix challenges, generic memberships, fads or one-size-fits-all plans.’
Next, list your main services simply with one-sentence descriptions and real photos of your clients:
- Personal Training: One-on-one coaching tailored to your goals, ability, schedule and lifestyle.
- Semi-Private Training: Small groups with personal guidance, progress tracking and community.
- Nutrition Coaching: Practical, habit-based support to fuel long-term results.
Your goal here is to show your expertise and focus, not to overwhelm visitors with every tiny detail.
5) Deeper Social Proof: Client Stories
Stories are the oldest and most effective marketing tool. Use three short, compelling stories of real clients who represent your target audience.
Tell each story in five acts:
- The Dream: They want to change something important.
- The Obstacle: Something stands in the way.
- The Mentor: You appear and offer guidance.
- The Path: You design the plan and walk beside them.
- The Arrival: They achieve their goal and life changes.
Example:
‘Margaret, 67, retired nurse, wanted to move with confidence after surgery but fear held her back. I built a safe, gentle plan with weekly PT. Now she gardens, travels and lifts her granddaughter pain-free. She feels years younger.’
Stories like these create emotional connection and inspire action far better than data alone.
6) Offer & Call To Action
Finally, tell visitors exactly what to do next. Make it simple, specific and appealing.
Example:
‘Want to know if Grit Fitness is the right fit for you? I offer a free 30-minute chat to explore your goals. Book a time in the next few days while spots are available.’
Include a web form or easy booking button right here.
Use subtle scarcity (limited spots), make it personally relevant and write to one person, not a crowd.
Marketing Psychology To Include Throughout Your Site
Your words and design can gently shape behaviour without feeling salesy. Consider weaving in these principles:
- Scarcity – Limited spaces or intro offers motivate action.
- Endowment Effect – Use phrasing like ‘your reserved spot’ to make an offer feel owned.
- Loss Aversion – Show what they’ll miss if they don’t act, not just what they’ll gain.
- Labor Illusion – Emphasise the work and care I’ve put into crafting your plan.
- Goal Dilution – Call out what I don’t do to build credibility.
- Personal Relevance – Speak directly to one reader (‘you’) and their values.
- Compliment the Reader – Acknowledge their self-awareness in seeking personalised fitness.
- Identity Language – Use nouns, not just verbs (‘be an exerciser’ instead of ‘start exercising’).
- ‘When’ Not ‘If’ – Assume they will act (‘When you need my help…’).
These small shifts can dramatically increase enquiries.
Final Thoughts
It’s that simple. Don’t overcomplicate your website. Tell visitors what you do differently, who you’re for, the problems you solve and how you solve them. Show quick proof, share powerful client stories and give them a clear reason to contact you.
If you get these six sections right and weave in the right psychology, your site will stop being just an online brochure and start becoming a lead-generating engine for your fitness business.
