A neighborhood gym with a website that outworks the franchises.

One conversion goal — the free trial class — and every page pushes toward it. Schedule, coaches, pricing, location: each answers a real pre-visit question, each ends at the trial form.

Mobile got designed first because gym searches happen on phones between other things. Tap targets are generous, the schedule reads without pinching, and the trial form is three fields long.

Local search does the heavy lifting: structured data for the business and classes, location pages written like a human, and load times that make the franchise sites feel broken.