At Firebreather, we’ve been building and managing websites for CrossFit and functional fitness gyms for over a decade. That means we don’t just know what looks good — we have access to real data across dozens of gyms to see how people are actually using gym websites in 2025.

Recently, we pulled analytics from a variety of Firebreather Core websites across different markets — urban gyms, suburban gyms, established affiliates, new gyms, and even franchises. Our goal was to better understand user behavior and highlight what really matters when it comes to building a website that works for you.

Here are some of the key takeaways gym owners should know:

1. Mobile dominates — and it’s not even close

Across every gym we studied, 60–70% of visitors were on mobile devices. In some cases, the number was even higher. Desktop traffic still plays a role, especially when people are at work browsing during lunch breaks, but the clear majority of leads are checking out your gym from their phones.

👉 Takeaway: If your website isn’t mobile-friendly, you’re losing leads. This is why every Firebreather Core site is designed with mobile-first performance in mind. Your calls-to-action, class schedules, and sign-up buttons need to be just as easy to find (and click) on a phone as they are on a desktop.

2. Speed and simplicity win

We also looked at browsers and operating systems. The top browsers across all gyms were Chrome, Safari, and Safari in-app (from social media apps). That means people are often clicking your website from Instagram, Facebook, or Google searches.

👉 Takeaway: Visitors don’t have patience for slow load times or cluttered design. If your site takes too long to load or is confusing, they’ll hit the back button. This is why Firebreather invests in premium hosting, CDN networks, and streamlined site builds — so your site loads lightning-fast on any browser.

3. People actually read your content

One surprising insight: even though attention spans online are short, people do scroll through coach bios, class descriptions, and testimonials. We’ve seen members tell gym owners they decided to drop in because they felt connected to what they read online.

👉 Takeaway: Don’t underestimate the value of authentic content. Your coaches’ bios, photos, and community story matter. Visitors are looking to see if your gym feels like “their place” — so the words and images on your site need to reflect your real culture.

4. Members, leads, and prospects all benefit from clear communication

We also saw gyms using notification bars and updated content to communicate schedule changes, events, and promos. Even if a notification doesn’t apply to every visitor, the act of communicating shows that the gym is active and engaged.

👉 Takeaway: Keep your site updated. Whether it’s holiday hours, an upcoming challenge, or a simple reminder about your intro offer, these updates build trust with both members and prospects.

Why this matters for you

Your website isn’t just a digital business card — it’s your #1 marketing tool. Most gyms underestimate how many people check them out online before ever stepping through the door. A mobile-friendly, fast, and authentic website is often the difference between a visitor signing up for a trial or heading to a competitor down the street.

At Firebreather, we don’t just build “pretty websites.” We build websites that convert, backed by a decade of experience and real-world data.

👉 Ready to see it in action?

Check out our Quickstart Video Guide for a walkthrough of the Firebreather Core backend or contact us to discuss how we can help you level up your gym’s website!