How we built the JG Fitness website

• Business: Beginner-friendly personal training, running coaching and swimming coaching
• Area: Heywood
• Offer: Five coaching places, starting January 2027
• Pages: Homepage, three coaching pages (personal training, running, swimming), three free training plans, a blog and James’s own training log
• Enquiries: One form with two routes, a free waiting list or a £49 deposit. Details are saved before any email is sent or payment starts
• Built on: A Cloudflare Worker, with automated tests run before every release

Make coaching feel possible for people who do not see themselves as fit: new to exercise, coming back after a break, or nervous about running or swimming. Explain each type of coaching clearly. Give people a simple way to show interest before January, without pushing them into paying.

Written for beginners. The headline is “your fitness. your pace.” and the first section says you don’t need to be fit to begin. The homepage introduces running with “walking breaks count” and swimming with space to talk about your starting point. Five linked circles (strength, swim, bike, run and nutrition) let visitors start wherever suits them.

Five places, said plainly. Coaching starts in January 2027 with five places, and the banner at the top of the site says so. A real limit, stated clearly, does the job without countdown timers or pressure tactics.

Two routes in one form. People choose between a free waiting list and a £49 deposit in the same form. Their details are saved before checkout starts, and the form says plainly that the deposit is not the full fee and that saving details does not reserve a place: the remaining fee, terms and suitability are confirmed with James first.

Free plans anyone can read. The running, swimming and Couch to 5K strength plans are open pages that people, and search engines, can read without signing up. An email address is only asked for when someone downloads the PDF or training pack. The running plan alone sets out 27 named exercises in a four-week plan, with two short strength sessions a week and links to NHS guidance.

Save first, then email. Every enquiry is written to a spreadsheet and checked before any confirmation email goes out. If an email fails, the enquiry is still kept, and the visitor is not asked to send it again.

Credentials as plain facts. Ironman and ultra finisher, 30+ years running, British Army veteran: the facts that matter to a nervous beginner sit on the homepage in a few words each, next to a photo of James with his Ironman medal.

Open the free content up. The free plans started behind an email sign-up. They are now open pages, with the email asked for only at download, so the plans can be read and found before anyone hands over their details.

Next on the list. Venue, prices and session format on each coaching page, once they are set for January.

JG Fitness is owned by James Gornall, who also runs Collective Digital Media. This is an in-house project, not a client result, and no traffic, ranking or booking figures are reported here.