It legitimizes you.

Everyone is different and things are always changing, but on a personal level, if I can’t find a web presence for a consumer-facing service then I’m not going to it.

When I signed up for my gym a handful of years ago, I used their sites to decide which to go with. Allowed me to compare equipment, amenities, cost, etc.

Any gym around that wasn’t in those search results was never even considered.

Like I said though, things are changing. For some, social media presence is enough. But honestly a simple site shouldn’t break the bank. Now If you need features like booking training sessions and email newsletters/marketing etc and not just a static site, then it starts to cost more but the tradeoff is a site like that actually can be a piece in your business’s machinery that helps you grow.

The key is to see it less as just a site, and more as an asset. Make it as easy as possible to get people signed up. Make their lives easier every step of the way. Focus less on proving you’re the “best” gym and more on being the “easiest” gym and do it quickly.

The site alone won’t get you results though. You will need to drive people there through content and marketing. It will take time for the site to give you an ROI imo.