Jim's Gym: from personal trainer to award-winning online gym
Some projects end at launch. This one keeps growing. We first worked with James Hilton in 2024, when he was a Stroud personal trainer with a big idea. Two years on, that idea is Jim's Gym: an award-winning online gym and community for the over-55s. It has a Theo Paphitis Small Business Sunday award in its name and care homes among its members.
Client
Jim's Gym (James Hilton)
Industry
Health & Fitness
Services
Squarespace Website, SEO, Custom Coding, Logo Refresh
Working together since 2024
2024: Building the foundations
James struggled for several years with his own Squarespace site. It lacked an identity, didn't make the most of his branding, and didn't speak to his target audience: people over 50 looking to build fitness and confidence.
We gave the site a fresh colour palette inspired by his branding, a new typeface, and a top-to-toe revision of images and content. We also built a members' area for James's newest idea, Jim's Gym: a virtual fitness community where members could watch exclusive content and connect with each other.
2024 Google Business Review ⭐️⭐️⭐️⭐️⭐️
“Steven Price just completed redesigning my website, and I couldn't be happier. As someone who knows very little about web design, I was impressed with Steven's knowledge and expertise in marketing and brand management throughout the process.
Steven's attention to detail and efficiency were outstanding. He took the time to understand my business (personal training) needs and goals and provided recommendations that helped me achieve my desired outcome.
He was always available to answer my questions, and he's a patient man!
If you're looking for a brilliant and personable web design company in Stroud, look no further than Steven Price. Thank you, Steven, for a job well done!
I highly recommend 51 Degrees Design for its expertise, professionalism, and exceptional customer service.”
2024–2026: Growing with the business
Every 51 Degrees Design site is handed over to the client as fully owned, with no lock-in and no ongoing server fees. James did exactly what we hoped he would: he made the site his own. As Jim's Gym took off, he added classes, pricing, a podcast and new pages himself.
DIY had taken James far. But two years of growth had left the site carrying more than its structure was built for. Workouts were split across three pages, the styling had drifted, and the look no longer matched the energy of the classes.
2026: The refresh
James's brief was simple: "Give it the energy that I deliver. Make it fun and energetic."
The technical brief was one of the largest we've taken on. We brought three separate pages together into an epic archive of more than 1,000 members-only videos, with categories that help members find the right session in seconds. The Inspiring Movement podcast, now three seasons strong, got its own topic-sorted hub so it can serve as a key community resource. We also brightened every page with a consistent type system and bold, clear calls to action, so a first-time visitor understands the offer and can join in a couple of clicks.
Where it's heading
Jim's Gym now has a website that feels like one of James's classes: upbeat, welcoming and easy to get stuck into. It also has room to keep growing. We're proud to be part of the journey, and we're looking forward to the next chapter.
Running a growing business in Stroud or Gloucestershire? Let's talk about where your website goes next.