Last Updated May 18 2022
At the heart of any great fitness website is photography. It shouldn’t matter if it’s pilates, CrossFit, personal training, or a yoga website— you’ll want to show bodies in motion.
Beyond this, you have a story to tell about your brand. Is your brand gentle? aggressive? soulful? Use that story to distinguish yourself from competitors.
Below, I’ve shared 20+ fitness website examples you can use for inspiration when building your own website.
I’ve primarily focused on websites by personal trainers, dietitians, local fitness centers, etc., and skipped websites of fitness industry giants like Planet Fitness or mobile app companies like MyFitnessPal as those are likely far from what you are trying to establish. I’ve also explained what makes the example worthy of entering this “best fitness websites” list for the first ten in the list; I skipped analyzing the rest as things started getting repetitive–but feel free to dissect those yourself :)
Pilates instructor Amanda Kassar is a popular fitness guru in Los Angeles. Her approach is personal and customized for her clients, offering both private and online courses.
Her fitness website makes for a great example for one particular reason, if not more: Right at the top of her website is a GIF of women (with flexible bodies, strong core, and perfect posture) doing low-impact pilates. It’s a classic example of show, don’t tell. The GIF shows the results clients will get (strong core, great posture, flexibility) if they take pilates training from Amanda.
Jessica Manning is a personal trainer who, as the website mentions, “will get you spending more of your life feeling confident, strong and empowered” with exercise schedules, meal plans, sleep habits, and more. On the website, she also mentions “I AM NOT A STARE-AT-A-CLIPBOARD-AND-COUNT-REPS TRAINER.”
Everything about the website displays her personality and training style, making it among the best fitness websites. For example, the font size and style, the beautiful smiling pictures, the website copy, her journal, the testimonial thanking her for “constant support and body-positive attitude”…all shows that she’s a gentle, empathetic trainer who’ll slowly and steadily get you to your fitness goal.
Alfonso Iovine is a well-known personal trainer with over 10 years of experience transforming the body and lifestyles of many. He is certified in a variety of different specialties, and his scientific approach shows proof in those he trains.
His training style highly contrasts with that of Jessica’s, and his website clearly reflects that.
The hero image of the website is a picture of Alfonso looking rugged and strong. Just below that is a copy that instantly grabs attention with its first line, “It’s easy to find fitness professionals today trying to reinvent the wheel…” The copy goes on to mention his tailored, scientific approach to training. Similarly, testimonials from clients mention the same thing – testimonial example: “Intensive and well-targeted training sessions … for a busy person like me”
Alfonso’s target audience is likely men in Central London looking for a strict trainer to build discipline and a strong body…or, at least, his fitness website sends that message.
Kezia Lopez is a certified personal trainer and Nike brand ambassador located in London. She is skilled in transforming the lives of her clients using custom nutrition and fitness plans based on the individual.
Though I am not a fan of the long-winded ‘about me’ section right below the hero image, her website goes on to show the importance of high-quality photos for fitness websites. The hero image is a picture of Kezia looking focused like an Olympic athlete; if it weren’t for the heading “PERSONAL TRAINER IN GIBRALTAR,” you might’ve assumed she, in fact, is a professional athlete. Then there’s a gallery of professionally-clicked images of her exercising. And, at the bottom, she has attached her Instagram gallery, where you can the behind-the-scenes photos of Kezia - the fitness professional and Kezia - the person.
The Barre Body Studio is made up of a talented and fit group of women offering classes and training to all levels of students. You can find full programs that will reshape your body and your lifestyle overall.
I wouldn’t say theirs is the best-designed website or a website with outstanding copywriting. But the way they’ve used videos makes it a great fitness website inspiration if you are planning on training clients online or showing your gym/fitness center.
The hero video is a typical fitness studio/workout video you’ll see on any good fitness website. The more interesting is the use of workout videos for showcasing their live stream and on-demand video training program. Videos for both give a glimpse of how online workout training looks and how it is just as effective as in-person training. And below the videos are CTAs to enroll for the respective training type.
HEAT Bootcamp is an Austin, Texas-based gym. You can easily book online to join them in any of their bootcamp courses that promise to push you to the max. You can also hire trainers one on one instead.
HEAT Bootcamp’s website is a solid example of how to show personality in a fitness website. The hero image, the black & red theme of the website, the bold fonts, the straightforward copy…all point in one direction: intense workouts, likely meant for building muscles and body toning than anything else.
The Black Hive Athletics gyms are located in Florida, with three convenient locations for its members. They offer CrossFit classes, personal trainers, and fun fitness courses for kids to encourage a healthy lifestyle from adolescence onward.
The Black Hive Athletics’ website is an interesting example of a combination of a small business website and a fitness website. Their website lacks personality compared to the above personal trainer websites and individual-owned and one-location fitness studio websites.
At the first glance, on the homepage, every visitor sees elements of a “company” than of a fitness website. For example, the first few things I noticed were a trademarked logo, a top menu bar with a mention of “locations,” the “Get Started” CTA, the lack of people/person in the hero image, and a corporate-y color scheme.
BTW, the lack of personality doesn’t make it a bad fitness website; otherwise, it wouldn’t be on this “best fitness websites” list. The website shows what they probably meant to show — that they are a gym group.
Yoga Pod is a franchise yoga community with several locations in Florida, Arizona, Colorado, and more. For beginners and advanced yogis, they offer just about any kind of yoga class you can think of.
The Yoga Pod website has all the elements of a business website, just like the Black Hive website: they mention “studios,” the “Join The Pod” CTA seems branded, “joining the pod” sounds like joining something big, “Teacher Training” on the top menu bar suggests they actively train yoga professionals, etc.
However, compared to Black Hive, Yoga Pod looks more global in nature (because it is). Black Hive’s heading is “VOTED #1 CROSSFIT GYMS IN JACKSONVILLE”; Yoga Pod’s is more like a tagline - “Breath. Strength. Sweat.”
Vigorous Fitness is a community in Australia offering memberships, classes, and personal training in a fun atmosphere. Their approach is to allow the client to set the pace and encourage them along the way to meet their goals.
And the fun approach is visible from their website. I like the choice of the hero image – it looks like a cover photo for a music album meant to listen on car journeys. The yellow in the text is often associated with cheerfulness and warmth. Scroll a bit down, and you’ll see a video of clients and the founder/trainer, Sean, having fun exercising. And just below that is the “Latest News” section, where you can see Sean having fun in nature on the cover images.
Everything about this fitness website homepage says the fitness club is as much about having fun, self-discovery, positivity, and body-mind connection as it’s about weight loss, bodybuilding, and increasing muscle mass.
Body and Soul have three modern fitness locations in Toronto. They offer all your gym needs from equipment to classes and have a long list of qualified personal trainers to help you train in person or virtually.
Let’s start analyzing this one starting from its name. The name and logo both immediately tell this is for fitness enthusiasts looking for body + soul exercises. The hero image and team member photos with wide smiles also tell the same story. The heading on the website–
Love The Gym Again–is also a smart copy choice that successfully compliments the Body + Soul story.
This website does everything well except it has a lot of text on the homepage. It’s likely for SEO purposes, but I would suggest having minimal and scannable text on your fitness website.
Kit Rich is a high-profile personal trainer and seasoned Pilates instructor that wants her clients to always feel their best during exercise. She has worked with celebrities and been featured in fitness magazines more than once.
LJ Performance Training is both a personal and performance training facility located in Austin Texas. It is known for trainers that have a large amount of experience and can cater programs to personal needs.
This popular fitness community is located in Vancouver. Reach, standing for reach your fitness goals can be found here with personal trainers, group classes and lifestyle coaching.
Nuo is the sports conditioning specialist behind the New Jersey based brand Bodhist. Nuo helps blend physical and mental fitness into one and provides a genuine kindness to his clients.
Asta Bazeviciute is the ballet dancer and sculpting professional behind this barre based studio. Her company has been featured in magazines such as Elle for unique programs that transform the body and mind.
Personal Trainers Ben and Scott were friends that were both passionate about their careers. They have since teamed up and created the fitness community BearWolf, where becoming a “strong pack” is the goal.
Brittney is a personal trainer located in California. Her journey began with intense fitness, that actually caused infertility. She has now come full circle, offering gentle fitness for everyone including classes for pre and postnatal.
Karimu Samuels is a personal trainer offering his services in Berlin. He has had a variety of athletic experiences that have led him to rethink his views on health and what that really means.
Rick Evans is a personal trainer that created the company Travel Strong. Specifically, he can be hired to help individuals get into shape and feel good for their next adventure whether it’s hiking, site seeing or laying on a beach.
Rose and Stone offers boxing classes and training to stay in shape and improve your health. There are beginner and advanced classes that are said to be great for mental health and stress relief as well.
This fitness center has beautiful amenities that make it easy to meet your health and fitness goals. They offer all of your standard equipment, classes and training as well as a beautiful pool and spa services.
A personal trainer website must have high-quality photos of the trainer, plans & rates (optional), testimonials (or some kind of social proof — like before-and-after photos), an about section to tell story/qualifications, timing, location (if applicable), links to social media profiles, and contact information. Besides, the site must follow basic web design and copywriting principles.
The easiest way to start your own fitness website is by using a website builder like Squarespace.
We recommend Squarespace for ease of use, but Wix definitely has some great templates for fitness websites you can customize to build your fitness site.
If you plan to build an online audience or run online ads, a website is good to have as it acts as a center of information for people interested in knowing about you. However, you don't 'NEED' a website, especially if you are an established fitness professional.