Case Study - CrossFit Mazamet
Introduction
In April 2024, Geoffrey came across an article in La Dépêche (a regional newspaper in southern France) announcing a project that immediately caught his attention: Élodie Jouandet-Pujol, a former graphic designer and passionate fitness coach, was preparing to open a CrossFit gym in Mazamet. Her positive attitude, inspiring journey, and vision of creating a welcoming sports community inspired Montagne Noire Web Studio to support her in this venture.
Geoffrey reached out to her on Instagram with a proposal and a mockup created based on her posts and press articles. Her response was immediate and enthusiastic. The team had three months to design, develop, and launch a website that would be ready for the box’s planned summer opening.
Today, four months after the official opening in September 2024, CrossFit Mazamet has approximately 75 members with a goal of 150 by the end of 2026. The site generates an average of one free trial class request per week, and Google Search Console statistics show steady organic traffic growth.
The Challenge: Launching a New Box in a Competitive Market
Élodie was entering a local market dominated by two established CrossFit boxes in Castres (the nearest major city, about 20 minutes away), not to mention the more traditional gyms in Mazamet itself. For a new business with no track record or customer base, the website had to accomplish several critical missions from day one:
Strategic Objectives
- Generate memberships: convert visitors into athletes
- Reassure beginners: break down the “CrossFit = too intense” stereotype
- Highlight professional coaching: showcase Élodie’s expertise
- Create a sense of community: demonstrate the friendly and supportive atmosphere
- Compete with Castres boxes: aggressive local SEO strategy
Competitive Research
Before starting development, Montagne Noire Web Studio conducted thorough research:
- Analysis of local boxes: keywords used, site structure, strengths and gaps
- Benchmarking boxes in Élodie’s network: identifying design best practices
- Google positioning study: SEO opportunities to capture against Castres competitors
- Analysis of Élodie’s Instagram presence: strong community, consistent branding to translate to the web
The Google Business profile was already created but empty (no reviews, no photos). The challenge was to simultaneously build the digital presence on multiple fronts.
Local SEO Strategy: Targeting Mazamet and Competing with Castres
The SEO strategy was at the heart of this project. The goal wasn’t just to be visible in Mazamet, but also to capture traffic from Castres, where the two competing boxes are located.
Strategic Service Pages
Geoffrey advised Élodie to create two distinct landing pages corresponding to the two physical spaces in her box:
- “CrossFit Gym in Mazamet”: main page targeting CrossFit searches
- “Weight Training Gym in Mazamet”: secondary page to broaden the audience and capture traditional fitness searches
This approach allows for:
- Multiple SEO entry points
- Targeting different user profiles (CrossFit purists vs. versatile athletes)
- Creating a broader online presence than competitors
- Preparing for future expansion (Brunch Factory launched late 2025)
FAQs Optimized for Search Engines and LLMs
One of the key content strategy pillars was creating comprehensive FAQs, present on both the website and the Google Business profile. These FAQs serve three objectives:
- Reassure prospects: address common objections (“It’s too intense for me”, “I’m not fit enough”)
- Optimize for Google: schema.org FAQ markup to appear in rich snippets
- Feed LLMs: structure data so ChatGPT, Claude, and other models recommend CrossFit Mazamet
Targeted Keywords and Internal Linking
The site structure was designed to maximize local search visibility:
- Primary keywords: “CrossFit Mazamet”, “gym Mazamet”, “weight training Mazamet”
- Secondary keywords: “CrossFit Castres”, “WOD Tarn” (Tarn is the department/county), “certified CrossFit coach”
- Long-tail: “free CrossFit trial class”, “CrossFit for beginners Mazamet”
- Optimized internal linking between service pages, schedule, pricing, and FAQs
Refined Design: Translating Instagram Branding to the Web
Élodie is a former graphic designer with a keen sense of aesthetics. Her Instagram already displayed strong branding: black and white with an accent color, use of “paint splatter” graphics, impactful typography. Montagne Noire Web Studio’s challenge was to translate this visual universe to the web while maintaining performance and clarity.
Visual Consistency and Brand Identity
- Minimalist color palette: black, white, and the brand accent color (orange/coral)
- Reuse of graphic assets: isolating and integrating “paint splatters” as decorative elements
- Impactful typography: font choices that reflect CrossFit’s power and energy
- Authentic photos: highlighting images of Élodie and her community
Intuitive Navigation and Fluid UX
The user experience was designed to facilitate information access and encourage conversion:
- Dedicated tabs: Pricing, Schedule, Class Descriptions accessible in one click
- Strategic CTA: “Free Trial Class” omnipresent with optimized contact form
- Streamlined mobile menu: simplified navigation for a perfect mobile experience
Schedule and Descriptions Section: Exemplary Fluidity
One of the site’s key features is the schedule section where visitors can check class times and read detailed descriptions of each class (CrossFit, Open Gym, Weightlifting, etc.).
This fluid navigation and detailed descriptions allow prospects to immediately understand if the offering matches their expectations, while reassuring beginners about class accessibility.
Development and Launch: Responsiveness and Collaboration
The project took three weeks, with a progressive approach to maximize commercial impact from the start.
Two-Phase Approach
Phase 1: Pre-launch Landing Page
- Creation of a marketing landing page to announce the imminent opening
- Highlighting an advantageou
