The 8 winners.

The landing pages actually worth stealing from.

Winner #1: anytimefitness.com

anytimefitness.com/locations/durango-colorado-1499

Gyms landing page example from anytimefitness.com

The search: anytime fitness durango

Sponsored anytimefitness.com

Anytime Fitness Durango - Gym in Durango, CO, 81301

  1. 1

    What works

    Town and state in the headline

    The headline says ‘ANYTIME FITNESS GYM IN DURANGO’ with the address and phone number under it. A searcher sees the right town at once.

  2. 2

    What works

    Trial and join buttons side by side

    The first screen has ‘TRY US FREE’ and ‘JOIN NOW’ next to each other. A visitor can try first or join straight away.

  3. 3

    What works

    Three plans with a price on each

    The page lists a 24-month plan at $24.99, a 12-month plan at $29.95 and a monthly plan at $79.99. A visitor can compare the cost before they join.

  4. 4

    What works

    Freeze and cancel links beside the plans

    The page links to ‘Freeze your membership’ and ‘Cancel your membership’ next to the prices. A buyer wary of long contracts sees the exit.

  5. 5

    What gets in the way

    Tour button comes after the plans

    ‘TOUR OUR GYM IN DURANGO’ follows the plans and the office hours. A visitor ready to visit scrolls a long way to book.

What to try

One plan price beside the first button

The page shows ‘TRY US FREE’ at the top and the prices far below. Add the lowest plan price next to that button.

See the original page

Winner #2: onelifefitness.com

onelifefitness.com/gyms/newnan-sports-club

Gyms landing page example from onelifefitness.com
  1. 1

    What works

    Free pass and join buttons in the header

    The header has ‘FREE PASS’ and ‘JOIN ONLINE’ buttons. A visitor can act before they read anything.

  2. 2

    What works

    Offer banner with an end date

    The banner says ‘this offer ends April 14’ beside a $9 Anniversary Sale price. A date gives a visitor a reason to act now.

  3. 3

    What works

    Two plans with a joining fee struck out

    Basic is $34.99 a month and Premier is $47.99, each with a one-time joining fee of $29 or $9 beside a struck-out $59. A visitor sees what the offer saves.

  4. 4

    What gets in the way

    Autopay footnote and a link for plan details

    The price depends on autopay, shown in a small line under the cards. What each plan includes is behind a link.

  5. 5

    What gets in the way

    Phone number comes late

    The phone number is below the map and the hours. A visitor who wants to call must scroll to find it.

What to try

Price and free pass in the hero

The hero has no price or phone number. Show the $34.99 starting price and the free pass there.

See the original page

Winner #3: planetfitness.com

planetfitness.com/gyms/hoover-al/offers

Gyms landing page example from planetfitness.com

The search: planet fitness hoover al

Sponsored planetfitness.com

Planet Fitness Membership - Planet Fitness Gym

  1. 1

    What works

    Town set to the searcher’s town

    The page shows ‘Hoover, AL’ at the top, the town in the search. The visitor starts on the right club.

  2. 2

    What works

    Penny sale price on the first cards

    Classic is $15 a month with a $0.01 startup fee beside a struck-out $49. The card says ‘Offer Expires April 16th’.

  3. 3

    What works

    Cancel online on the plan card

    The cards say ‘No Commitment’ and ‘Cancel Online, Anytime!’. The premium PF Black Card is $24.99 a month, marked Best Value. A buyer who fears long contracts reads the answer.

  4. 4

    What works

    Comparison chart under the plans

    A chart below the cards lists massage chairs, tanning and bringing a guest. A buyer can compare the plans without leaving the page.

  5. 5

    What works

    Membership FAQs under the chart

    Under the chart is a ‘Membership FAQs’ list with answers to the questions a buyer asks before joining.

What to try

Annual fee beside the penny price

The cards show a $0.01 startup fee first. Show the $49 yearly fee in the same size, so a buyer sees the whole cost up front.

See the original page

Winner #4: f45training.com

f45training.com/studio/westapex

Gyms landing page example from f45training.com
  1. 1

    What works

    Trial price at the top right

    A ‘7 Days for $29’ button stays at the top right. A visitor sees the cost of a first step before the hero.

  2. 2

    What works

    Hero shows the studio and a slogan

    The hero says ‘TEAM TRAINING. LIFE CHANGING.’ over the studio name F45 West Apex. A local visitor sees the brand and the place together.

  3. 3

    What works

    Class schedule with a book button

    The page lists classes by date with a red BOOK button on each row. A visitor can book from the schedule.

  4. 4

    What works

    Success stories and signed member reviews

    Three story cards and three signed member reviews follow the schedule. Each review shows a first name or a full name.

  5. 5

    What gets in the way

    Trainers shown with no credentials

    The trainer section has portraits and names. A buyer choosing a personal coach finds no qualifications to read.

What to try

Credentials under each trainer

A short line per coach shows a visitor why to trust them. The page shows portraits only.

See the original page

Winner #5: lvac.com

lvac.com/choose-your-plan

Gyms landing page example from lvac.com
  1. 1

    What works

    Headline asks the visitor to compare

    The headline says ‘COMPARE PLANS AND JOIN LVAC TODAY’. Three plans follow in one row.

  2. 2

    What works

    Month-to-month line near the top

    The line ‘All memberships are month-to-month, NO CONTRACT’ comes before the prices. A buyer who fears long contracts reads it first.

  3. 3

    What works

    Three tiers with the price in a row

    Platinum is $39 a month, Premier is $29 and One Club is $15. The $99 enrollment fee is struck out and shows $0 for locals.

  4. 4

    What gets in the way

    Platinum and Premier list the same items

    The checklists for the two top tiers look the same. A visitor must read each line to find the difference.

  5. 5

    What gets in the way

    Annual fee comes last

    ‘All LVAC memberships include an Annual Fee of $49.99’ is the last line on the page. A buyer who compares the cost sees the struck-out fee first and this one last.

What to try

Annual fee beside the monthly price

The $49.99 yearly fee comes below the join buttons. Show it in the tier row next to the monthly price.

See the original page

Winner #6: hotworx.net

hotworx.net/studio/sunnyvale

Gyms landing page example from hotworx.net
  1. 1

    What works

    Town, address and phone in the hero

    The hero says ‘SUNNYVALE, TX’ and lists the street address and a phone number. A local visitor knows this is their studio.

  2. 2

    What gets in the way

    Phone number is small white text

    The phone number is small white text over a photo. A visitor who wants to call must look for it.

  3. 3

    What works

    Hours and trial buttons together

    The hero lists 24-hour access for members and the staffed hours. JOIN NOW and FREE WORKOUT buttons follow.

  4. 4

    What works

    Landmarks in the local copy

    The copy says ‘It is next door to Bahama Bucks’ and names the nearby crossing. A local visitor finds the studio by what is around it.

  5. 5

    What works

    Free session form

    A ‘FREE HOTWORX SESSION’ form has a consent line and a SUBMIT button. A visitor can ask for a trial without calling.

What to try

Class lengths beside the free session

Classes run 30 minutes for isometric workouts and 15 for HIIT. Put that line next to the free session form.

See the original page

Winner #7: puregym.com

puregym.com/gyms

Gyms landing page example from puregym.com
  1. 1

    What works

    Gym finder starts the page

    The page starts with ‘Find your Gym’, a box for a town, city or postcode and a Search near me button.

  2. 2

    What works

    List starts with Aberdare

    The alphabetical list starts with Aberdare Gym and Aberdeen Rubislaw Gym. Each tile has a branch name and a full street address.

  3. 3

    What works

    Labels for branches not yet open

    Some tiles carry ‘Coming soon’ or ‘Opening soon’ tags. A visitor sees which branches to skip.

  4. 4

    What gets in the way

    No price on any branch tile

    No tile on the page shows a price or an offer. A visitor must leave the list to find the cost.

  5. 5

    What gets in the way

    Map area is blank grey

    The right side of the page is a grey map with no readable labels. The list does all the work.

What to try

Monthly price on each branch tile

Every tile has a name and an address. Add a monthly price so a visitor can compare branches.

See the original page

Winner #8: vasafitness.com

vasafitness.com/locations

Gyms landing page example from vasafitness.com
  1. 1

    What works

    Local club and trial buttons in the header

    The header shows the Dearborn club address with FREE TRIAL and JOIN NOW buttons. A visitor sees their own club first.

  2. 2

    What works

    State chips narrow the list

    The ‘OUR GYM LOCATIONS’ heading has chips for nine states below it. A visitor picks a state in one click.

  3. 3

    What works

    Search by city or use my location

    The page has a box for a city, state or zip and a ‘USE YOUR LOCATION’ link to find the nearest club from a current location.

  4. 4

    What works

    Nearest club marked as my gym

    The Dearborn card is tagged ‘MY GYM’ above ‘Showing clubs near Dearborn, Michigan’. The page starts with a local answer.

  5. 5

    What gets in the way

    Clubs not yet open come first

    VASA lists ‘COMING SOON’ clubs such as Mount Prospect before ‘NOW OPEN’ clubs. A visitor asking when a club opens sees no date on the tile.

What to try

Price on each club tile

Each tile has a city, a street and a VIEW LOCATION link. Add a monthly price to the tile.

See the original page

What the 8 winners do.

  1. Offer a free trial or pass

    5 of 8

  2. Show plan prices on the page

    4 of 8

  3. Say there is no long contract

    3 of 8

  4. Help a visitor find the nearest club

    3 of 8

Wildcards.

Pages that break the playbook in interesting ways.

Wildcard #1: info.crunch.com

info.crunch.com/free-trial-3-day-fh

Gyms landing page example from info.crunch.com

The search: free pass gym nyc

Sponsored info.crunch.com

3 Days Free at Crunch

  1. 1

    What makes it work

    Heading matches the ad offer

    The big heading says FREE TRIAL, the offer in the ad. A searcher sees the same offer again.

  2. 2

    What makes it work

    Form intro mentions the 3-day pass

    The intro says ‘Fill out the form below’ for a 3-day pass. A visitor knows what the form is for.

  3. 3

    What makes it work

    Five short fields

    The form has fields for first name, last name, email, phone and a club location. A visitor fills it in under a minute.

  4. 4

    What it gets wrong

    Long consent text above the button

    Several lines of consent text come before the submit button. A visitor must read past them to finish.

  5. 5

    What it gets wrong

    No price on the whole page

    The page shows the trial and a slogan about a no-judgments gym. A visitor never sees what a membership costs after the pass.

What to try

Monthly cost under the form

After the form comes a 3-day pass. Add the monthly price beside the form so a visitor sees the next step.

See the original page

Wildcard #2: ymca.org

ymca.org/get-involved/join

Gyms landing page example from ymca.org

The search: atlanta ymca membership

Sponsored ymca.org

YMCA Membership Deals - YMCA Pricing Info

  1. 1

    What makes it work

    Join headline over a short promise

    The headline says ‘Join the Y Today’ and a sentence about community follows. A searcher sees the action first.

  2. 2

    What makes it work

    Find a Y near me

    ‘Show Ys Near Me’ comes with a box for a ZIP, city or state and a Search YMCAs button. A visitor finds a local branch.

  3. 3

    What it gets wrong

    Second headline is a slogan

    ‘Change Your Community, Change Your Life’ is a slogan. It shows no plan or price.

  4. 4

    What makes it work

    Four columns list what a member gets

    Health, Well-being and Fitness, Social Activities, Child Care and Volunteer each have a column. A visitor sees the range in one look.

  5. 5

    What it gets wrong

    No price after the ad mentions pricing

    Pricing Info is in the ad and no price is on the page. A searcher looking for the cost finds nothing.

What to try

A price range under the join headline

A visitor who searched for membership deals sees no price. Add a line with the cost of a first month.

See the original page

Wildcard #3: onelifefitness.com

onelifefitness.com/gyms/mccalla

Gyms landing page example from onelifefitness.com

The search: onelife fitness mccalla

Sponsored onelifefitness.com

Onelife Now Open In McCalla

  1. 1

    What makes it work

    Free pass and join buttons at the top

    The header has ‘Free Pass’ and ‘Join Online’ buttons. A visitor can act on the first screen.

  2. 2

    What makes it work

    Heading matches the new club ad

    The heading says ‘Onelife Fitness McCalla’ and that the club is now open, the same news as the ad. A searcher sees the same news on the page.

  3. 3

    What makes it work

    Free pass form with four fields

    ‘Get a Free Pass for McCalla!’ comes with first name, last name, phone and email fields. A visitor asks for a pass in a few seconds.

  4. 4

    What makes it work

    $5 enrollment offer with an end date

    The page says ‘Join today for $5 enrollment and save!’ and ends ‘Sunday, October 11’. A date gives a visitor a reason to act now.

  5. 5

    What makes it work

    Three plans with a joining fee struck out

    Basic is $39.99 a month, Premier is $49.99 and Strike Boxing is $109.99, each beside a struck-out $99 fee. Under the cards is a note that the prices assume ACH autopay.

What to try

Free pass form beside the first plan

The form comes first and the plans come much later. Show the lowest plan price next to the form.

See the original page

The copy bank.

Headlines

Offers

Promises

Next steps

4 pages that waste the click.

  1. A search for the company’s own name

    No price on the whole page

    A visitor sees JOIN NOW and FREE TRIAL in the header and the hero, and no price on any screen.

    • No priceNo price or fee appears on the page.
    • Repeat buttonsJOIN NOW, FREE TRIAL and BOOK A TOUR repeat a few screens down.
    • Photo heroThe hero is a photo with no price in it.

  2. A search for the company’s own name

    Hero has no price, the offer is lower

    The hero says ‘READY TO GYM BETTER?’ with no price. The offer graphic with ‘AS LOW AS $9.99*’ comes below it.

    • Late offerThe $9.99 price and the 30 days free come below the hero.
    • Hidden feesA $59.99 annual fee appears only in the small print.
    • Offer limitsThe offer is valid for select tiers and locations only.

  3. A search for the company’s own name

    No price, trial or offer on the capture

    The capture shows a studio finder, a photo of a trainer and a footer. No price, trial or offer text appears.

    • No offerNo trial or offer text appears anywhere on the capture.
    • Silent photoThe trainer photo has no words.
    • Footer linksThe page ends in link columns and app badges.

  4. A search for the company’s own name

    Address search is the only action

    A red search box for an address, city or ZIP leads to a map. No plan or join button appears.

    • No join buttonNo join button or plan appears on the capture.
    • No priceNo price appears anywhere on the capture.
    • Search firstA visitor must type an address before anything else.

What we learned.

  1. Show the price up front

    Anytime a losing page lists three plans from $24.99, and LVAC puts three tiers in one row so a buyer can compare. Planet another losing page shows the $0.01 startup fee beside each plan.

  2. Answer the long contract worry

    LVAC says every membership is month-to-month with no contract. Planet a losing page puts ‘Cancel Online, Anytime!’ on the plan card, where a buyer reads it.

  3. Put a date on every promotion

    Onelife a losing page Newnan ends its Anniversary Sale on April 14, and Planet another losing page lets its penny sale expire on April 16. A dated discount shows a visitor why to act now.

The bottom line

The big gym chains and franchises here that win show the price, say how to leave and put a free trial or pass near the top. At fitness centers that lose, the page shows a photo and a join button with no price, or a search box over a map.

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