Concept site for a $1,250/mo capped strength club. Gym owners, brutally honest feedback?
I've been noticing that a lot of gym websites end up looking pretty templated, which makes sense since most gyms are trying to appeal to a broad audience and a clean, safe design does that job fine. But it got me thinking about a specific niche that probably needs something different: coach-run barbell clubs and serious strength facilities, the kind of place where the whole point is that it's not for everyone.
So I built a concept site for that niche specifically, just to see what it'd look like if the design actually matched the culture instead of playing it safe. Made up a fictional facility called LOCKOUT, positioned as this ultra exclusive, coach-run barbell club in Pittsburgh. Capped at 100 members total, no drop-ins, no fighting for a rack. Three membership tiers going up to $1,250 a month for the top one, which gets you your own assigned Eleiko bar, a coach ratio of about one to four, velocity-based programming, video movement audits, even a recovery suite with sauna and cold plunge. The whole idea was to speak directly to lifters who are done with commercial gyms, waiting on equipment, dealing with staff who've never coached a real squat session in their life.
For the design I went heavy and industrial instead of clean and corporate, figuring that if a prospective member lands on a page like this, it should actually feel different from the second they scroll, not just say "we're different" in the copy. Thick borders, yellow and black contrast, sharp typography, some scroll animations where common gym complaints literally get struck through as you scroll past them.
Since a lot of you actually run gyms and deal with pricing and member acquisition for real, I'd genuinely like your take on a few things. Does the aggressive "we're not like other gyms" tone land with serious lifters or does it come off as trying too hard? At that price point members are basically paying for a luxury experience, so does raw industrial design build trust for that kind of buyer, or do people paying over a grand a month expect something closer to an Equinox spa feel instead? And if you landed on a page like this as a prospective member, is there something obvious missing that you'd expect to see before you'd even consider reaching out?