You might think people decide to sign up for your gym based on pricing or services.
But in reality, people decide based on trust.
Trust that you’re legit.
Trust that you can actually help them achieve their goals.
And a lot of the time, that decision happens on your About Us page.
Why the About Page Matters More Than You Think
After someone’s looked at your homepage, scrolled through photos, and skimmed what you offer, they usually want to know one thing:
“Who are these people?”
In fact, many gym owners don’t realize this, but the About page is typically the second most visited page on a gym website — right after the homepage.
That’s why the About page matters so much.
And why an About Us video, if you have one, is incredibly powerful.
What Video Does That Text Can’t
A video puts a face and a voice behind your brand.
In just thirty to sixty seconds, someone can get a sense of your energy, your values, and whether they’d feel comfortable walking through the door.
Not because you told them you’re welcoming and willing to help —
but because they felt it.
That emotional connection is difficult to create with text alone.
It Doesn’t Need to Be Fancy
One of the biggest misconceptions about video is that it needs to be highly produced.
It doesn’t.
It doesn’t need B-roll, music, or cinematic edits.
It just needs to be real.
A coach talking directly to the camera, explaining why the gym exists and who it’s for, often does more to build trust than an entire standalone web page.
Why This Is a Missed Opportunity for Most Gyms
Most gyms have some version of an About Us page.
Very few include video.
That gap represents a real opportunity to stand out.
For someone actively shopping your website, that video could be the difference between moving on — or booking a visit.
What Happens When an About Video Is Added
When a gym adds a simple About video, we consistently see people:
- Spend more time on the site
- Read more pages
- Show up already feeling connected
By the time they visit in person, you don’t feel like a stranger anymore.
There’s already familiarity.
There’s already trust.
And usually, there’s a level of buy-in before they ever step foot in the door.
Want to Add an About Video That Feels Real?
If you’re interested in adding an About Us video that actually builds trust — without overproducing it — this is something we help gyms with all the time.
👉 Work With Us or Get a Free Website Checkup to see if your site is missing this opportunity.
Firebreather Marketing builds authentic, high-performing websites for CrossFit and functional fitness gyms.
When people feel connected before they arrive, everything else gets easier.
