In this article, we’re going to explore:
- The role landing pages play in promoting fitness businesses
- 10 examples of high-converting fitness landing pages
- Templates you can use to kickstart your next campaign
- Best practices for creating fitness landing pages
- The best way to get started building landing pages
Let’s get to it.
What is a fitness landing page?
A fitness landing page is a standalone web page designed specifically for a marketing or advertising campaign for a fitness product or service.
They’re called “landing pages” because that’s where a user “lands” after clicking a link in an email, digital ad, or other source.
These pages have a lot in common with a business’ website, but they notably have dedicated URLs and focus on a single goal or outcome—in the case of gyms, personal trainers, and coaches, that goal will most likely be to sign up for a membership, classes, or other professional services.
And because these pages are targeting keywords around getting users to sign up and register, they’re in the perfect position to get users to convert and have them walk through the doors of your gym.
12 high-converting fitness landing page examples for gyms, trainers, health & wellness coaches
Let’s take a closer look at some great examples of fitness landing pages from the gyms, personal trainers, and coaches flexing their digital marketing muscles—plus what makes them work and what you should take away.
Josh Gallant
Josh is the founder of Backstage SEO, an organic growth firm that helps SaaS companies capture demand. He’s a self-proclaimed spreadsheet nerd by day, volunteer soccer coach on weekends, and wannabe fantasy football expert every fall.
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1. Drizzle Honey: Keeping the main thing the main thing
Drizzle Honey sells healthy flavored honey. This landing page, built with Unbounce, covers their new “Superfood Honey Collection” and is positioned toward wholesale buyers.
Why it works
Drizzle Honey’s landing page nails it with big, vibrant visuals of their products. Their branding is a strength and they lean all the way into it right away. This instantly grabs attention and highlights the quality and appeal of their honey.
As you scroll, they then focus on explaining the ingredients in detail, emphasizing the health benefits of each. This aligns perfectly with their audience’s emphasis on wanting healthy, natural products.
Beyond the fine details, the page design is also clean and not cluttered with extra stuff for the sake of it. Plus, they’ve kept the focus on one singular call to action—placing a wholesale order. Less complexity creates a more clear path toward conversions.
2. Perfect Keto: Building trust through experts
Perfect Keto is an ecommerce brand that sells keto-friendly products like bars and supplements. This landing page, built with Unbounce, is focused on the bars in particular. Instead of relying solely on a traditional category or product page, they’ve built a landing page they can use in their marketing campaigns that better positions the value of the bars.
Why it works
Perfect Keto’s landing page does two things really well: it builds trust with plenty of reviews and helps visitors quickly self-identify with who the product is for.
First, the “Trusted by Health Leaders” section showcases numerous reviews, providing powerful social proof. This reassures potential customers that their products are highly regarded by experts in the health and wellness industry.
Second, the “Keto bars are perfect for…” section allows visitors to immediately see how the bars fit into their lifestyle. This clear, direct approach ensures that users can quickly identify the product’s benefits, whether they need a quick snack, workout fuel, or meal replacement.
By combining these elements, Perfect Keto creates a landing page that is informative and relatable. This makes it easy for visitors to understand the benefits and feel confident in their purchase.
3. Fitness World: Leverage dynamic content
Fitness World is a gym network based in the greater Vancouver region, with 16 locations throughout the city and surrounding area. Their landing page experience focuses on offering a free three-day pass to try out everything their gyms have to offer.
Why it works
This page is a great example of the power of a landing page’s above-the-fold section. This section is the first thing a user sees when they land on a page, so it’s prime real estate for making the case for your offer and getting users to convert.
The neon pink color, clear font, and unobtrusive imagery all keep the focus on the offer. It grabs the eye but doesn’t distract, keeping users moving through the content. Everything you need to know is up at the top of the page.
But where this shines is the design and layout that’s repeated across 16 different location-specific pages—and it’s done with some intuitive dynamic content swaps.
Leveraging this sort of automation lets you target specific geographies or keywords while identifying text that should be replaced depending on the ad a user clicks on. It all happens in the background and ensures that users get a consistent, enjoyable experience.
4. New York Sports Club: Keep it simple
New York Sports Club, or NYSC, is a Manhattan-based gym franchise with multiple locations throughout the island borough. They offer a range of fitness classes, access to their gym floor, and personalized training to their members.
Why it works
Like the example above, NYSC has streamlined their landing page experience to focus on a single, awesome offer—but their emphasis on short, to-the-point copy means it’s far more likely to reach their busy audience in the city that never sleeps.
The secondary CTA offering a free pass is just as to-the-point. They focus entirely on making their pitch and giving users the exact next steps they need to follow, with almost no supporting copy talking about benefits. Those come later on, when you scroll to the foot of the page, and they sit with more info about the free pass offer.
This entire page is uncluttered and to-the-point, and uses simple, easy-to-follow copy to make a compelling offer before getting out of the way.
5. The Fort NYC: Offer a personal touch
The Fort NYC is a gym based in, you guessed it, New York, focusing on small group training and classes. With lower numbers in each class and program, The Fort emphasizes one-on-one experience and insight from trainers who give members more personalized attention.
Why it works
The landing page experience for the Fort is simple and straightforward—but where it gets interesting is when you click through.
The first thing you see after clicking the CTA is this page:
Unlike memberships at other gyms, The Fort is all about the one-on-one, small group experience. To that end, you immediately get access to a calendar from one of the founders so you can ask questions, learn more, and determine if the gym is the right fit for you.
This offer is incredibly personalized and supports the themes and messages on the landing page. By offering that extra little touch, The Fort is able to deliver a genuinely differentiated sign-up experience that reflects their values and mission.
6. Jillian Michaels: The power of visuals and dynamic content
Jillian Michaels is a widely known figure in the fitness world with a no-nonsense approach to physical activity and an emphasis on healthy eating and high-intensity workouts.
Why it works
This landing page is a great example of the power of visuals. The hero image for this page isn’t just a static JPEG, it’s an animated video, cycling between images of people working out and focusing on their wellness.
The message is clear: Jillian is here to get you moving.
Incorporating video, animated graphics, and even animated GIFs is a great way to spice up any landing page.
In fact, marketers who incorporate video into their campaigns typically experience 34% higher conversion rates. It’s an amazing way to communicate your message, offer, and value quickly.
7. FitOn Health: One outcome, plenty of reasons to click
FitOn Health is a leading corporate fitness and well-being benefits provider, offering fitness, nutrition, and mental health support while enabling businesses to deliver healthcare benefits to their employees via a user-friendly app.
Why it works
This is a classic landing page focused on a single outcome, supporting it with a wealth of reasons to click.
The page features plenty of data points, like number of subscribers, programs, and partners that companies will benefit from when they sign up with FitOn Health.
What makes this entire page work is how it leverages all these elements to support a single, consistent CTA: schedule a demo.
The power of this sort of page is that it can dig deeper into the messages and benefits you’re looking to show off to would-be clients.
8. Ulisses World: The power of social proof
Ulisses Williams Jr. is a fitness model, influencer, and personal trainer using his platform to inspire and help others on their own fitness journey.
Why it works
This landing page has been designed to highlight the core offer: join up to get fit and transform your life.
This page leverages one of the most powerful persuasive elements available to digital marketers: social proof.
As you scroll through Ulisses’ page, you quickly find a gallery of before and after photos of individuals who’ve seen success with his fitness program. Below that, you get video testimonials of happy clients.
Social proof builds trust and credibility in a way that your own copy simply can’t. You can highlight your expertise, you can make an incredible case for your offer, but nothing can come close to the boost provided by someone else recommending your products and services.
9. NerdFitness: Make every word count
NerdFitness is a health and fitness business that’s been providing personalized online coaching services to clients since 2009. Their target audience typically self-identifies as nerdy, and many users are looking to make meaningful, lasting changes in their lives.
Why it works
There are no two ways about it: this page is long.
But scrolling through and reading the copy, it never feels long.
That’s because the NerdFitness team makes sure that every word in their copy counts and contributes to the overall goal. They load the page with supporting information, additional value propositions, catchy headlines, social proof, and persuasive writing throughout.
This long-form approach to a landing page is a great example of the power of copy that leans into your brand’s values. It’s an impressive example of how you don’t always need incredible visuals when you’ve got the know-how to make an incredible pitch.
10. Forge PT: Show, don’t tell when it comes to your product
Forge PT is a site by fitness professional Michael S. Parker offering a mobile application for customized fitness and nutrition coaching.
Why it works
“Show, don’t tell” is an old adage in the writing world that rings true in modern digital marketing. It’s one thing to explain to someone what a product or service is and another entirely to show it in action.
Highlighting the actual products (in this case, an app) that a user will be interacting with is a great way to build understanding and connection. It’s a bit like building social proof in the sense that you’re trying to earn trust, but you’ve got the freedom and control to shape how that works.
If you wanted to take this a step further, you could add a demo video, or a trial sign-up so users can not only see what they’re getting into, but experience it firsthand.
11. Mighty Mom: Use color and content to stand out
Mighty Mom is a site dedicated to helping mothers achieve their fitness goals, whether they’re prenatal, pregnant, or postpartum. With over ten years in the industry, they’ve built a supportive community that empowers mothers to feel strong at every stage of their journey.
Why it works
A strong brand helps you stand out from the crowd and make a splash that gets attention. For Mighty Mom, that angle is fitness for mothers that cuts through the bull to focus on what really matters to them.
They accomplish this with a strong pop of color carefully woven into their landing page design. The hot, almost neon pink grabs your eyes, and draws it to the content they’re trying to highlight. By including different font treatments on those words, they’re able to add further impact that emphasizes that they’re not like traditional gyms.
They back it up with language that’ll appeal to mothers (because moms work hard!) and a call to action that keeps the focus on the user.
12. Peloton: Engage with live chat and chatbots
Peloton is an exercise equipment and media company widely known for their stationary bikes, treadmills, and accompanying classes and programs to help users get in shape from the comfort of their own homes.
Why it works
Live chat and chatbots are a great way to add further personalization to your landing pages, giving customers a way to continue to engage and get answers to common questions without having to navigate away from your page.
These conversational pages serve two purposes:
- They improve time-on-page and user experience
- They let you gather more information about your audience
Interactive chat is an amazing way to load a page with a ton of useful, valuable content without worrying about overloading things and boring a user.
Because this information is only accessible when a user asks for it, it’s unobtrusive and lets you focus more of your efforts on messaging and offers that will convert.
High-converting fitness landing page templates
Now that you’ve seen some of what’s out there with regards to fitness landing pages, it’s time to get started with a few awesome pages of your own.
If you’re not sure where to begin, though, don’t worry—here are three awesome health and fitness templates you can use in the Unbounce landing page builder to get up and running fast (pun definitely intended).
Fitspo is a great template for boosting membership at your gym or fitness club. The design is a classic, focused on a clear offer up front and backed up by all the detailed information a potential member could want.
Nest is a simple lead capture fitness landing page template with emphasis on a high-converting form. With Nest, the emphasis is on your value proposition above all else. This is a great way to build an email list with great health and fitness content that showcases your brand and what you have to offer.
Looking to boost registration or qualify leads? Lasano’s for you. This template’s a natural fit for health and fitness services like massage, physio, and coaching, helping you build up your audience and reach more potential clients.
Best practices to create a fitness landing page that converts
Whether you’re making a fitness landing page (LP) or a landing page for any other industry, the same best practices apply. Keep these tips in mind when building your next LP.
- Match your message to your ads: Whatever ad or link you’re using to send users to your LP, make sure the message there matches what they’ll see when they land.
- Keep the action above the fold: The first thing a visitor will see is the above-the-fold section. Make sure you’re highlighting your offer and making the pitch right away (with plenty of eye candy to support).
- Direct users to what’s important: Design cues are a great way to guide a visitor’s eye towards any important supporting information, if need be.
- Show, don’t tell: Showcase your products, services, and facilities in action! Nothing beats imagery that helps your visitors connect with what you have to offer.
- Keep it simple: Remember, if you don’t need extra navigation items, cut ‘em. They’re a distraction that takes attention away from your core offer.
- Incorporate social proof: Testimonials, reviews, and user-generated content are all incredible ways to add a bit more oomph to your landing pages. Why toot your own horn when someone else can sing your praises?
- Use clear, compelling copy: Good copy is clear, straightforward, and leaves no room for misinterpretation. Sometimes you need a longer copy—but make sure it all matters.
- Test and refine: Once you’ve got a page up and running, put it to the test. Consider running an A/B test to further refine and enhance your conversion rate optimization efforts.
