Case study · Altered Image Gym

A website as serious about training as the gym is.

Altered Image has been training Pudsey since 1994. We designed and built its website to win new members and answer existing members' questions, and we've looked after it ever since.

Client: Altered Image Gym
Sector: Gym, Pudsey, Leeds
Services: Website design and build, ongoing maintenance
Year: Built 2024, maintained since
Related services: Websites & Systems

The brief

Leeds' oldest gym, with a new image.

Altered Image Gym has been in Pudsey since 1994, and with a new team behind it, the gym has truly altered its image. The website had to show that, and it had to do two jobs at once.

For someone thinking of joining, it has to make the gym look worth a visit and make enquiring easy. For members, it has to answer the everyday questions (what kit is there, what does it cost, when are you open) without a phone call.

What we did

Designed and built the website
Kit pages for every machine, by muscle group
Membership prices, gallery and team pages
Ongoing maintenance and changes

1994The year the gym opened
7Days a week it's open

UX decisions

Every decision, and why we made it.

A gym website gets judged in seconds, by people who mostly want one answer. Each decision gets them to that answer faster.

One action, and the offer that removes doubt
The hero has one bold line, one button (Enquire Today) and “No Joining Fee” right beside it.
Why it worksCost is the biggest worry for someone thinking of joining. Putting the offer next to the button answers that worry at the moment they decide whether to click.
Built for the phone in the changing room
On a phone, the four tiles stack into big, thumb-sized buttons straight under the Enquire button.
Why it worksMost gym visitors browse on their phone, often while they're at the gym. Big targets and a short page top mean they get where they're going with one tap.
The kit sells the gym
A strip of equipment brands (Precor, Panatta, Life Fitness, Hammer Strength, Watson, Nautilus) runs straight under the hero, next to the gym's story.
Why it worksSerious lifters judge a gym by its kit. Brands they already know and trust say more about the gym than any amount of copy.
Every machine, by muscle group
The Resistance page lists each machine with its brand and photo, filtered by Chest, Back, Legs, Shoulders, Arms, Power Lifting and Core.
Why it worksPeople plan their sessions around body parts. Filters that match how they think let a new member check the gym has what they need before they visit.
Prices in plain sight
Membership is two simple tables, adults and concessions, with day, week, month, standing order and annual prices, and an Enquire button under each.
Why it works“Call for prices” loses people. Clear, comparable prices build trust and let someone choose their option before they get in touch.
The practical questions, answered at a glance
Facilities are a quick grid of icons (free parking, showers, lockers, lounge, sunbeds, protein shop), followed by the team.
Why it worksParking and showers decide more memberships than people admit. Icons answer them in a second, and faces make the gym feel friendly before a first visit.
Let people see inside
A gallery page shows the gym floor, the kit and the protein shop.
Why it worksWalking into a new gym is daunting. Seeing it first takes away the unknown and makes that first visit far easier.
Hours, phone and a form, together
Opening hours, the phone number and the address sit in one card, with a short contact form beside them and the number again in the footer.
Why it worksMembers check the hours more than anything else on the site, so they're one scroll away on the homepage, right next to every way to get in touch.

Maintenance

Kept fresh, kept running.

The gym hosts the site with its own provider, and we look after everything that runs on it, so the team can focus on the gym floor.

Updates and security
Software and plugins kept up to date and checked, so the site stays quick and safe.
Changes on request
New prices, hours, kit, team members and offers added whenever the gym needs them.
One point of contact
The gym has one team to call for anything on the website. We also build and look after the site for Tomorrow's Office, which has the same owner.

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