Codivox Research · 2026
Gym Website Statistics & Benchmarks
We ran our own Gym Website Grader against 36 real gym / fitness studio websites — no survey, no borrowed stats. Here's how they scored and what most get wrong.
By the Codivox Research team · 36 graded of 38 sampled · Updated July 5, 2026
The median Gym homepage scores 65 out of 100 against the six-category Gym Website Grader rubric, and 83.3% score a C or lower — based on 36 real U.S. gym / fitness studio websites Codivox graded in 2026.
65/100
Median homepage score
Across 36 graded gym homepages (mean 64.6).
83.3%
Scored a C or lower
Grade C, D or F against the Gym Website Grader rubric.
Pricing Transparency
Weakest category
Category mean of just 46.4/100 — the biggest opportunity.
94.4%
Missing: contract terms stated
The single most common gap on gym homepages.
Key gym website statistics (2026)
The headline numbers from our 36-homepage audit. Quote or cite any of them — each is a real, measured figure.
- The median Gym homepage scored 65/100 (mean 64.6).
- 83.3% of graded Gym homepages scored a C or lower.
- 2.8% earned an A (90+), while 16.7% scored an F (below 50).
- Homepage scores ranged from 38 to 93 out of 100.
- Pricing Transparency was the weakest category, averaging 46.4/100.
- 94.4% of Gym homepages were missing contract terms stated (Pricing Transparency).
- 91.7% of Gym homepages were missing social proof (ratings/counts) (Social Proof & Trust).
- 72.2% of Gym homepages were missing google maps / reviews (Local SEO & Discovery).
- 50% of Gym homepages were missing trial/intro/join cta (Membership Conversion).
- 41.7% of Gym homepages were missing secondary capture (free pass/guide) (Membership Conversion).
- Sample: 36 real U.S. gym / fitness studio websites, graded July 2026.
Cite this research
Codivox. (2026). Gym Website Statistics 2026. Retrieved from https://codivox.com/research/state-of-gym-websites/
The biggest homepage gaps
The elements most often missing from gym homepages, ranked by how many sites lack them.
94.4%
missing contract terms stated
Pricing Transparency
91.7%
missing social proof (ratings/counts)
Social Proof & Trust
72.2%
missing google maps / reviews
Local SEO & Discovery
50%
missing trial/intro/join cta
Membership Conversion
41.7%
missing secondary capture (free pass/guide)
Membership Conversion
Grade distribution
n = 36 · range 38–93
| Grade | Score | Sites | Share |
|---|---|---|---|
| A | 90-100 | 1 | 2.8% |
| B | 80-89 | 5 | 13.9% |
| C | 65-79 | 12 | 33.3% |
| D | 50-64 | 12 | 33.3% |
| F | < 50 | 6 | 16.7% |
Category scores
Mean score per weighted category
| Category | Weight | Mean |
|---|---|---|
| Mobile & Performance | 10% | 87.5 |
| Class Schedule & Experience | 15% | 80.6 |
| Membership Conversion | 25% | 67.4 |
| Social Proof & Trust | 20% | 61.8 |
| Local SEO & Discovery | 10% | 52.8 |
| Pricing Transparency | 20% | 46.4 |
Signal prevalence — the citable table
Share of the 36 graded homepages where each signal was detected (ascending — biggest gaps first).
| Category | Signal | Present | Missing |
|---|---|---|---|
| Pricing Transparency | Contract terms stated | 5.6% | 94.4% |
| Social Proof & Trust | Social proof (ratings/counts) | 8.3% | 91.7% |
| Local SEO & Discovery | Google Maps / reviews | 27.8% | 72.2% |
| Membership Conversion | Trial/intro/join CTA | 50% | 50% |
| Membership Conversion | Secondary capture (free pass/guide) | 58.3% | 41.7% |
| Pricing Transparency | Clear plan tiers | 58.3% | 41.7% |
| Class Schedule & Experience | One-click class booking | 69.4% | 30.6% |
| Membership Conversion | Persistent join/book CTA | 72.2% | 27.8% |
| Social Proof & Trust | Photos present | 72.2% | 27.8% |
| Pricing Transparency | Pricing visible | 75% | 25% |
| Local SEO & Discovery | ExerciseGym/LocalBusiness schema | 77.8% | 22.2% |
| Social Proof & Trust | Testimonials / transformations | 83.3% | 16.7% |
| Social Proof & Trust | Trainer/coach bios | 83.3% | 16.7% |
| Mobile & Performance | Mobile-responsive | 86.1% | 13.9% |
| Membership Conversion | Join / sign up online | 88.9% | 11.1% |
| Mobile & Performance | Performance hygiene (defer/lazy) | 88.9% | 11.1% |
| Class Schedule & Experience | Schedule embedded (not PDF) | 91.7% | 8.3% |
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Methodology
Sample. 38 U.S. gym / fitness studio websites sourced from organic search across ~9 U.S. metros — Denver, Austin, Nashville, Charlotte, Seattle, San Diego, Portland, Boston and Phoenix (independent gyms/studios — CrossFit, pilates, yoga, boxing; national chains excluded). Directories/aggregators were excluded. 36 were successfully graded; 2 could not be fetched.
Scoring. Each homepage scores on the Gym Website Grader's six weighted categories (see table). A category score is the share of its signals present; the overall score is the weighted sum. Grades: A ≥ 90, B ≥ 80, C ≥ 65, D ≥ 50, else F.
Detection. Signals are detected in homepage HTML using the same patterns as the Codivox website analyzer, plus gym-specific heuristics.
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