How to Turn Website Visitors Into New Members: Website Design Tips for Parkour Gyms

If you’ve ever wondered why your website isn’t bringing in more leads, or worse, if you feel like your website is just kind of there but not really helping your business grow, this article is for you.

This article breaks down exactly how to think about your website like a marketer and walks you through real steps you can take to turn casual visitors into active leads and new members.

Let’s get into it.

See the full video podcast here.

The Problem: Most Gym Websites Don’t Actually Work for Parents

To understand what’s broken, let’s examine a few real-world examples.

I recently did a simple Google search pretending to be a parent looking for swim or gymnastics classes in my town.

What I found were sites that were confusing, text-heavy, and didn’t provide the information I needed upfront. Most of them talked all about the business, but not about me, the customer. Watch the video podcast linked above to see me navigate these websites in real-time. Here's the swim school site. Here's the gymnastics gym site

I'm sure these are lovely businesses filled with great people, but their websites feel lackluster to me.

As a client, here are the questions I need answered immediately if I'm to become a lead on these sites and potentially become a member:

• Is this for my kid?

• Where are you located?

• How do I get started?

• How much does it cost?

• When are classes?
  

But instead, I found huge paragraphs about the company’s history, unclickable buttons, and no easy path to get started. That kind of friction is what causes people to give up and never submit a lead form. Or worse, they bounce over to your competitor.

The Fix: Design for the Parent, Not for You

Your website isn’t a digital brochure. It’s a sales tool. Its one job is to help a visitor say, “Yes, this is what I’m looking for,” and take the next step. You are simply the guide for your client. Guide them to the answer to their question as fast as possible.

So here’s what we do differently on the Freedom in Motion website—and how you can implement the same ideas:

1. Speak Directly to the Target Audience

We begin by acknowledging that most people seeking parkour classes are parents, not athletes. The first thing on our site is a visual confirmation: a video showcasing what parkour looks like in our gym, along with a quick list of who our classes are for, broken down by age group.

That way, a parent with a 10-year-old can see within seconds that they’re in the right place.

A parent looking for classes for their 8-year-old would click on what button?

2. Use Clear Call-To-Actions

Above the fold—meaning before anyone scrolls—we include a simple button, such as “See Class Schedule” or “Try a Class.” That button drops them right down to the next step on the page.

We don’t ask them to commit to a trial class just yet. Instead, we invite them to look at the schedule. It’s a low-commitment step that feels easy.

Once they click, we ask them to fill out a short form to access the schedule. That form generates the lead and initiates our sales process.

3. Remove Distractions

Once someone clicks on a specific program page, we hide our website’s top menu and footer. That keeps the focus on one thing: helping them take the next step. All the buttons say the same thing and lead to the same place, causing no confusion.

What Happens After They Submit the Form?

This is where the real magic starts—and it’s one of the most overlooked parts of a gym’s sales system.

When a visitor fills out a lead form on your website (like to view a class schedule or get a trial offer), they don’t just disappear into the void. At least, they shouldn’t. Here's what happens behind the scenes when your system is set up right:

1. The CRM Instantly Captures the Lead

A CRM, or Customer Relationship Management system, is like your gym’s digital assistant. It stores every new lead’s contact information—name, email, phone number—and keeps track of where they came from.

If someone fills out a form asking for your class schedule, the CRM tags them as interested in that age group and location. It’s organized, automated, and ensures no lead ever gets lost.

From there, the CRM can:

• Automatically send a welcome email and text message

• Assign the lead to a staff member to follow up

• Track their progress from new lead to booked trial to active member

This makes your sales process smoother, faster, and more professional, without requiring manual effort.

2. The Thank-You Page Keeps Momentum Going

After submitting the form, the parent is directed to a thank-you page. This page might seem simple, but it plays a powerful role:

• It confirms that something actually happened—“Yes, your form went through!”

• It provides them with clear next steps, such as how to contact them, what the trial class includes, and how to get their questions answered.

• It might include a short welcome video from your team, which helps build trust and start forming a connection.

This is also the perfect time to share your class schedule or digital waiver, invite them to join your private Facebook group, or showcase a few video testimonials to keep building excitement.

Without a thank-you page, a lead might feel unsure whether their form was successful or what happens next. With it, they feel confident, seen, and more ready to make a commitment.

3. Your Sales Team Knows Exactly What to Do Next

Thanks to the CRM, your sales team is instantly notified that a new lead came in—and they know exactly what kind of class the person is looking for. They can now text or call to ask questions, assist with booking, or address follow-ups.

And if the parent isn’t ready to book just yet? The CRM can add them to your email list, keep nurturing them over time, and send them updates until they’re ready.

This system runs 24/7. Even if a parent fills out a form at 11 p.m. or 6 a.m., your website, CRM, and thank-you page are all working together to keep the momentum going, even while you sleep.

Real Results: We’re Getting 15% Conversion Rates

To give you some perspective:

• Most gym websites convert at a rate of below 1%. That means for every 100 people who visit, only one person becomes a lead.

• Many websites are thrilled if they convert over 1%

• A decent site might achieve a 5% conversion rate.

• With this strategy, we’re currently converting around 15%.
  

That means we’re turning more website visitors into trial bookings than ever before—and we’re doing it without spending extra money on ads. We have more leads than our sales team can handle, which is a great problem to have. This supercharges our already successful paid ads strategy and social media strategies.

To be clear, I've borrowed nearly all of these strategies from across the business landscape. I've hired CRO (conversion rate optimisation) experts as consultants, I've researched website design agencies, and I've compiled all the insights here for you to learn from for free.

Pro Tips for Gym Owners

Here are a few tips you can use today:

• Don’t lead with your logo or about page. Lead with a clear message that speaks to them.

• Avoid walls of text. Keep it short, visual, and scannable.

• Don’t list your prices publicly. Get the lead first, then talk about price.

• Utilize a CRM system to track leads, automate follow-ups, and schedule calls.

• Remove menu items and distractions once someone is on a landing page.

• Add tracking pixels to your thank-you page so that Facebook and Google can accurately track which clicks result in real leads.
  

Want Help With Your Site?

If this breakdown has helped you and you'd like a second pair of eyes on your website, visit motionmentors.org and click “Book a Call.” I offer a free consultation to every parkour business owner who wants to grow.

On that call, I’ll walk you through your site and suggest real, actionable improvements you can make right away.

No pressure, just real value.

Let’s build stronger parkour communities, one optimized website at a time.

Thanks for reading,

Jimmy Davidson

Founder, Motion Mentors