Fitness Landing Pages

6 Fitness Landing Pages For Gyms, Trainers & Health Stores to Copy

Got a fitness business of some kind? You'll need a way to showcase your value prop and persuade visitors to make a purchase. In this guide, we look at fitness landing page examples & templates to make that happen.

It’s no surprise that most fitness brands experience highs at the beginning of the year.

However, as the months pass and the New Year fever wears off, things start to move a bit more slowly. The good news is you can continue to attract a steady flow of leads—all year round—with a fitness landing page.

These pages let you quickly showcase your value to potential customers and collect their contact information for future retargeting or sales.

The question now is, how can you build a fitness landing page that works? Don’t worry. We’ve got you.

In this guide, you’ll learn the best practices for creating an effective fitness landing page, real-life examples you can copy, and templates to give you a head start.

What is a fitness landing page?

A fitness landing page is a webpage on your fitness website dedicated to a specific product or service you offer to your audience. 

Here are some of the different use cases for a fitness landing page:

  1. To attract visitors from search engines. In this case, the pages are SEO-optimized to target specific keywords.
  2. To highlight a specific product or service and persuade visitors to take action—usually to buy.
  3. To lead potential customers from social media and ads to where they find more information about your products/services.
  4. To promote the launch of a new health and fitness program or product.

Let’s now see the best ways to create fitness landing pages that work.

Fitness landing page best practices

Given that people want to be confident you can offer the transformation they need, your fitness landing pages need to instill a high level of trust in them.

Here are some fitness landing page best practices to follow to build such trust with your audience:

  • Start with a strong headline. According to copywriting legend David Ogilvy, when you’ve written your headline, you’ve spent eighty cents out of your dollar. As such, you need to make your headline as engaging as possible. You can do so by using numbers, power words, or asking questions.
  • Continue with a sub-heading. You likely cannot say all you want to say in your headline. That’s where the sub-heading comes in. Your sub-heading should support your headline to highlight your unique selling proposition (USP).
  • Add eye-catching visuals. Break up the text on your landing page with engaging pictures and videos. These visuals make your landing page easier to read. They also help you showcase your products in action.
  • Implement social proof. Using social proof—in the form of awards, star ratings, or customer testimonials—is an excellent way to build trust. Also, since 93% of consumers agree that online reviews affect their purchase decision, it’s a no-brainer to include these reviews on your landing page.
  • Feature excellent copy. To get your visitors to take action, whether to buy something or submit their contact info, you need strong copy. Your copy needs to be clear, concise, and yet persuasive.
  • Optimize your calls to action (CTAs). Ensure your CTA stands out from the rest of the content on your landing page. You can achieve this by either making the CTA buttons larger or of a different color from the rest of the page. The copy on your CTA also needs to feature power words—and sometimes, trigger the fear of missing out (FOMO) in your visitors.
  • ​​Remove all distractions. Your landing page should be simple and focus on the goal of making your visitors convert.
  • Have a simple lead form. Without a lead form, it’s almost impossible to capture the leads that come through your landing page. You don’t need to overcomplicate things with your lead form. It could be as simple as having visitors fill out only their name, email address, and phone number. 
  • Set up a thank you page. After visitors fill out your lead form, the thank you page should help set expectations and link to your other fitness resources.

6 fitness landing page examples

Ready to get inspired? Let’s examine six fitness landing page examples and see what you can learn from them.

1. LifePro massage gun landing page example

LifePro fitness starts off this landing page using a headline with a bold claim, accompanied by a short sub-heading that highlights the product’s USP:

Fitness Landing Page Examples: Lifepro Fitness
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Also right above the fold, they use a clear CTA button with a special offer to persuade visitors to buy their massage gun. That’s not all, visitors can also see the massage gun in action, thanks to the hero image.

Once visitors start to scroll, they’re met with a celebrity endorsement and testimonial that serves as social proof:

Lifepro Fitness social proof

Moving further down this fitness landing page, visitors will find clear descriptions of the product’s benefits, features, more testimonials, FAQs, and a scrolling sticky bar containing the CTA.

SEE MORE: The Scalable Ecommerce Landing Page Strategy Lifepro Fitness Uses to Drive Major Sales

2. Nerd Fitness “Private Coaching” landing page example

Here is an excellent example of a long-form landing page Nerd Fitness uses to promote its private coaching program:

Fitness Landing Page Examples: Nerd Fitness
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At the top of the page is a clear benefit-driven headline that speaks directly to their visitors and tells them what to expect from the program.

Next is a short quiz, which serves as an exciting alternative to lead forms for building an email list and helps direct people to the right program for them:

Nerd Fitness quiz

Throughout this fitness landing page, Nerd Fitness uses an informal tone and comic book references and imagery that resonates with its audience:

Nerd Fitness copy that resonates

At the bottom of this landing page is a section that addresses people's questions about the private coaching program. Overall, it does a great job being persuasive and showcasing massive value.

SEE MORE: How Undersun Fitness Uses A Quiz to Drive 27% Lead Capture Rates & Create A Personalized Ecommerce Experience

3. Kayla Itsines fitness ebook landing page

If you want to sell digital assets, like diet plans, workout guides, or other fitness ebooks, you can learn a thing or two from Kayla Itsines’ ebook landing page:

Fitness Landing Page Examples: Kayla Itsines
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Above the fold, the page features a bold headline, an image of a “dream” body, calls-to-action buttons, and a statement that serves as social proof.

As you scroll down the page, you’ll find more social proof in the form of popular media that has featured Kayla’s programs. There’s also another section of the page that focuses on client testimonials.

This fitness landing page is heavy on social proof because you’ll need to build trust with your audience before they can buy from you.

4. MyFitnessPal “Premium” landing page

This landing page’s use of statistics in the sub-heading does an excellent job of motivating people to start a free trial:

Fitness Landing Page Examples: MyFitnessPal
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To further motivate people to sign up, the landing contains a side-by-side comparison table to show how upgrading to premium beats using the free version.

Lastly, the “Victory Stories” section features before-and-after images and reviews of customers who have tried the premium version.

5. Orangetheory Fitness “workout” landing page

This landing page from Orangetheory Fitness does an excellent job at addressing visitors wondering what happens during a workout:

Fitness Landing Page Examples: Orangetheory
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Through vivid pictures and videos, visitors can almost see themselves at the gym already performing workouts.

Like every good landing page, this one too features client testimonials and a clear CTA button.

6. Crossrope fitness landing page example

The landing page’s headline addresses a problem most people face—sticking to their workout. By using such a headline, Crossrope shows they understand their audience:

Fitness Landing Page Examples: Crossrope
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Still above the fold, you’d find two buttons with the same call for visitors to shop from the website. There’s also a video showing visitors how the jump ropes they’re about to buy work.

The rest of the page does well to provide social proof in the form of star ratings, customer reviews, and before-and-after pictures of real customers.

Finally, the page also highlights Crossrope’s 60-day risk-free guarantee—helping overcome a common objection fitness consumers have of worrying about whether the program is going to work for them.

Fitness landing page templates

Now that you’ve seen different examples of a good fitness landing page, how do you create yours?

Use ConvertFlow’s rich library of high-converting landing page templates. These templates let you create fitness landing pages that work in minutes—without coding knowledge. You also get to design the templates as you like to include your branding.

Here are some templates to inspire you:

About the author

Nathan Ojaokomo

Contributor, ConvertFlow
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Nathan is a content writer and marketer specializing in B2B SaaS. He's worked with brands like Foundation, HubSpot, CoSchedule, G2, Vimeo, Shopify, and more. When he's not writing about marketing, he's usually reading about it—and currently has an obsession with Eugene Schwartz.