Apex Gym Glasgow
Sean runs small group personal training in the Southside of Glasgow. He had no website. The brand, the coaching, the members and the community all existed, they just lived on Instagram, and the only link anywhere was a raw Google Form. He filled in our brief form asking for enquiries, credibility and to be found on Google. Seven days later the site was live on his own domain.
Client
- Name
- Apex Gym Glasgow
- Industry
- Small Group Personal Training
- Location
- Southside, Glasgow
- Website
- Visit live site →
The challenge.
There was no website at all. Someone would watch a reel, decide they were interested, tap the link and land on a bare Google Form with no gym behind it. No prices, no timetable, no faces, nothing to say what they were actually signing up for.
The brand already existed and was genuinely good. Black, white type, wide-tracked APEX, photography stripped back to near mono, the same lettering that is painted on his gym wall. It just had nowhere to live except a grid of posts that scroll away.
Everything Apex sells runs on a cap of six people a session. That is the whole proposition, and it is the thing a stranger cannot tell from the outside. The conditioning classes are a different thing entirely and run twenty to thirty plus, so the site had to hold both without muddling them.
The thing stopping people joining was never the design. It was five sentences he hears every week. I do not have time. I will join once I am in better shape. What if I am not fit enough. What if I cannot keep up. What if I do not know anyone.
He owned apexgymglasgow.com and it went nowhere. The domain had been sitting on a 404 while every enquiry took the long way round through a form.
Our approach.
We did not invent a look for him. He had already built one and posts it a slide at a time. So the site is his own system scaled up rather than a new coat of paint, which is why it landed first time.
The hero is his footage. A locked off wide of the real gym, the real APEX wall, a coach working with a member. We tried four other heroes that made the typography the event and every one of them was wrong. The gym is more interesting than any type treatment we could put over it.
The copy is his. Nearly every line on the page is lifted straight out of his own captions, because he had already written the website without realising it. The questions section is his objection reels word for word, so the page answers people in the same voice they already follow.
One page, because joining a gym is one decision. Who you are, how it works, when it runs, who else is there, what people say, what you are worried about, and then the form. In that order, in a single scroll.
His members do the selling. Real stories under real names, a continuous river of photographs from meetups and sports day and hill walks, and clips of members on camera with no script. Every gym in the country claims community. He can prove it, so we let the photographs do it.
He can change it himself. Text and images are editable on the live site, so a timetable change or a new set of photos does not need to come back to us.
The work.
Scroll inside the window to explore, or open the live site.
Scroll inside the phone to explore the mobile layout.
One page.Every question answered.
Joining a gym is one decision, so we did not spread it over six pages and hope people kept clicking. Who they are, how it runs, when it runs, who else trains there, what members say on camera, and the five things people talk themselves out of it with. Then the form.
What we built.
- Single page site, custom built, no template
- Hero video cut from the gym's own footage
- Weekly timetable with the sessions and open gym hours
- Member stories under real names
- Continuous community photo river
- Member video clips, straight from the gym
- Questions section built from the objections he hears weekly
- Enquiry form landing in the gym inbox
- Client-editable text and images
- Hosting, SSL and the domain pointed at it
- Search and social titles, descriptions and share cards
The numbers.
From filling in the brief form to a live site on his own domain
The entire online front door before this. No website, nothing on the domain he already owned
Everything someone needs to decide, in one scroll, with the trial enquiry at the end of it
The cap the whole model runs on, and the number the site had to make impossible to miss
Looks class bro, really happy with it to be honest.
Sean
Founder, Apex Gym Glasgow
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