Why Your Homepage Repels Fitness Newbies

Someone who hasn't worked out in years visits your website. They're nervous. They're self-conscious. They're ready to change.

Then they see photos of shredded athletes doing burpees. Headlines about "crushing it" and "beast mode." Workout plans that assume they already know what a clean and jerk is.

They close the tab.

Your homepage speaks to people who are already fit. The beginners, who need you most and will stay longest, feel like they don't belong.

This audit finds the intimidation factors:

• Visual intimidation: Photos that make beginners feel like they're not fit enough to join yet

• Language intimidation: Fitness jargon and intensity language that assumes experience

• Offer intimidation: Trial offers that sound scary ("unlimited classes!") instead of manageable

Shows you what to change so nervous beginners feel welcome instead of overwhelmed. Because the person who's never done a push-up will stay with you longer than the athlete shopping for their next gym.