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One-to-one personal training and nutrition at Bedford Lodge Hotel. Newmarket, Suffolk.
Live October 2026Luke Hayes has been a personal trainer for over thirteen years. He trains people one to one at The Health & Fitness Club at Bedford Lodge Hotel in Newmarket, has a degree in Physical Education and Coaching, and is a former British Men’s Physique Champion. Most of his clients are over forty, and plenty had never used a gym before they started.
His old WordPress site had a shop built in for online coaching, which he no longer offers. Google had his online coaching page under the title “Online Coaching - edit”, and his sitemap was still sending Google to a contact page with placeholder text and an old address in Ely. There was no analytics on the site, and its pages took two to six seconds just to start arriving.
He didn’t want to grow online. He wanted to stay at the top locally. So the job was a site about the coaching he does now, one to one in Newmarket, that could also reach people in Cambridge and Bury St Edmunds.
Home, About, Services, Reviews and Contact, a page each for Cambridge and Bury St Edmunds, and privacy, thank-you and 404 pages. The site speaks as Luke, in the first person. His story on the About page, the four sections on what training with him is like, and the steps for getting started are all in his own words.
The homepage asks “Where are you starting from?” and gives six answers, like “I’m over 40 and want to get strong” and “I’ve never really used a gym”. Each one shows a real client review and a WhatsApp button with a first message already written for it. Above that, a physiotherapist and an osteopath, both clinic owners, recommend him in their own Google reviews.
The Cambridge and Bury St Edmunds pages each have drive times to the club and reviews from three different clients. The contact page works out how far away you are from a postcode, a town or your phone’s location.
Enquiries post from a plain HTML form to a Cloudflare Worker and on to n8n, and land in his inbox. Twenty-three of his old WordPress addresses, the online coaching and shop pages among them, now redirect to the closest new page.
Near-black and soft greys, with one colour: the blue of the HAYES in his logo, measured off the logo files he sent. Buttons carry dark text on that blue rather than white, because white on it fails the contrast check.
One typeface, Mona Sans, set wide and heavy for headings, with the menu in spaced capitals like the lettering of his logo. The design began as a concept we built before he signed, and it changed with every round of his feedback. The homepage photo and the boat photo at the top of his About page were both his choice.
#0E1318Ink#1D92DBLogo blue#C5CBD1Silver#F6F7F6Off-whiteThe domain was the delicate part. It was registered through his old web company and signed with DNSSEC, so the signing had to be switched off and left to expire before anything moved. Otherwise his site and his email would both have stopped working for anyone whose internet provider checks the signature.
His email runs on Google Workspace on the same domain, so its settings went across before the switch and were checked against the originals as soon as it happened. The old site stayed up until the new one was ready to replace it.
The enquiry form was tested end to end on the real domain before it was pointed at his inbox. Analytics only loads once a visitor says yes to cookies. On a phone the homepage scores 97 for speed, and 100 for accessibility, best practices and SEO.
He is on our Local SEO plan, so from launch the work moves to his Google Business Profile, his directory listings and his reviews.
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