Site of the Month #005: The Gym That Hid Its Prices
This month: a gym — composite of three real ones, and all three made the same bet: hide the price, force the call. The bet loses.
What it does right
The space looks great, the community is clearly real, and the trainers are credentialed. People would join this gym — if the website let them.
Leak #1: the hidden prices
"Contact us for membership options" reads as "expensive and pushy." In 2026 the visitor just opens the next tab, where a competitor publishes $49/month. Fix: publish tiers. You'll lose the haggle fantasy and win the signups — transparency converts.
Leak #2: the buried trial
The free trial — the entire top of the funnel — lives under Membership → Options → scroll. Fix: TRY A FREE CLASS as the primary button on every page, with a form that takes twenty seconds.
Leak #3: last season's schedule PDF
A pinch-zoom PDF listing classes that changed in February. Fix: a real schedule block editable from a phone — stale schedules cost trust and attendance.
The scoreboard
Prices first, trial button second, live schedule third. Gym owners: full numbers in the gym cost guide — and the AI playbook covers the trial-follow-up machine. Nominations: (847) 387-0244.
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