LimeHub

What this site is

What they do

Australian gym, studio and martial-arts management software — memberships, bookings, billing and a branded member app.

Who it is for

Owners and managers of gyms, studios and martial-arts schools. Their own words: “the management solution that gyms and studios actually love”, addressed to businesses from a single site up to “Multisite for multiple clubs”.

Sectors

Martial arts, Combat sports, Gyms, Personal training, Yoga studios, Pilates studios, Dance studios, Pole and aerial studios

What they sell

Member management, Payment processing, Fitness analytics reporting, Sales and marketing, Custom branded member apps, Access control

Conversion event

Starting a free account, reached from Get started free in the nav and Start for free on the pricing page; a booked demo is the secondary path.

Proof on hand

12 case studies, 10 of them with a stated result, 4 named homepage testimonials with G2 and Google star ratings, integration logos, regional phone support

Buyer facts found

Plan prices in AUD, Member limits per plan, Add-on costs, Free tier, Annual discount, Regional phone numbers, Martial-arts grading features

Buyer facts missing

Trial length stated consistently, Contract and notice terms, Payment-processing fees, What data migration involves, Cancellation and data export, Support hours, Email address

Machine readability

Server-rendered — every page in this run returned full readable text without executing JavaScript. robots.txt permits everything except /admin/ and declares the sitemap. No llms.txt (404). Open Graph and Twitter Card tags present; no JSON-LD visible on the pricing page.

A product site that does the hard things well and the cheap things badly. The positioning is sharp, the pricing is published in full and the case studies carry real numbers — the three things most software sites get wrong. What it loses, it loses on basic hygiene: a trial length that contradicts itself four times, a page called FAQ that answers nothing, and a phone number nobody can find. The sims were briefed to try to buy, and each of them got further than usual before something avoidable stopped them.

The four visitors

Cold visitor

Nadia Halim

Owner, single-location BJJ academy

Awareness

Good

Arrived

Googled “martial arts school software” and clicked through with no idea who Clubworx are.

Wants

To know in ten seconds whether this is built for a dojo her size or for a chain of big-box gyms.

Judges on

Whether the first screen names her problem in her own language, and whether martial arts is a real product or a tickbox.

Lands on the homepage. Gym and fitness management software. Fine, that tells me the category. Now tell me why you. (/)
Reads the second line of the hero. Your gym doesn't need more leads, it needs fewer members slipping through the cracks. That is my exact problem, in my words. (/)
Clicks Martial Arts in the nav. Gradings, belts, stripes and grading history. This is not a tickbox, someone built this for dojos. (/business-types/martial-arts)
Scrolls the business types. Eight of them, martial arts through to pole and aerial. I can see myself in this list. (/)
Notices the section heading. Contact and lead tacking. Small thing, but someone shipped a typo onto the homepage. (/)
Reaches the footer. Copyright 2024 on one line and 2022 on another. Nothing serious, but it reads as unattended. (/)
Clicks Start for free. Free forever up to 20 active members. I can try this tonight without talking to anyone. (/pricing)

Ready to act

Sam Whitfield

Studio manager, two Pilates studios

Consideration

Mixed

Arrived

Already decided to leave his current system this month. Straight to Pricing.

Wants

Price, trial length and what migration involves — without booking a call.

Judges on

Whether the numbers are published, whether the trial terms are consistent, and whether the contract questions are answered anywhere.

Goes straight to pricing. Please just have numbers on this page. (/pricing)
Reads the plan table. Growing $109 AUD a month, Accelerating $149, Established $169. Published, in my currency. Thank you. (/pricing)
Looks for the trial terms. Try Clubworx with our 30-day risk-free trial. Good, a month is enough to migrate. (/pricing)
Sees the trial offer again. Try Clubworx free for 14 days. That is a third number. Which one is the actual offer? (/business-types/martial-arts)
Searches for migration and lock-in. Nothing here about contracts, notice periods or what migration actually involves. The one page named for my questions has none of them. (/faq)
Gives up and opens the demo form. First name, last name, email, phone, business name, business type, current software partner. All required. (/book-a-demo)
Stalls at Current Software Partner. I have not told you my name yet and you want to know who I am leaving. I only wanted the trial terms. (/book-a-demo)
Weighs it up. The pricing is the most honest I have seen this week. I still cannot tell you how long the trial is. (/pricing)

Comparison shopper

Priya Deshmukh

Operations lead, three-site combat gym group

Evaluation

Good

Arrived

Shortlisting against Mindbody and Zen Planner. Comparison doc already open.

Wants

Evidence she can put in front of a director who will ask “did it actually work?”

Judges on

Whether case studies carry real numbers, whether testimonials name real people, and whether multi-site is a real feature.

Opens case studies. Twelve stories. Let us see how many of them contain an actual number. (/case-studies)
Counts the results. 150% member growth. 45% increase in revenue. 650 members. 15 hours a week saved. Ten of the twelve carry a figure. (/case-studies)
Reads the testimonials. Glen Loman, Brighton Group Fitness and PT, Adelaide, five stars on G2. Real name, real business, real suburb, named source. (/)
Arrives looking for contract terms. How do you handle class and trainer scheduling? Manually, using spreadsheets or a paper calendar. That is a quiz about me, not an answer about you. (/faq)
Looks for the phone number in the footer. Business types, features, resources, alternatives. No number, no email. It exists one page away and nobody told me. (/)
Opens Harlow Yoga and Pilates. 150% member growth, and the quote says they got the customisation and automation they had been chasing for years. That goes in the doc. (/case-studies)
Checks multi-site. Multisite for multiple clubs on Accelerating. Three sites at $149 a month is a straightforward comparison to run. (/pricing)

AI agent

Research agent

AI assistant acting for a studio owner

Task execution

Mixed

Arrived

Direct fetch. Task: find gym software under $150 AUD a month for about 200 members, with a contact route.

Wants

Price, member limit, trial length and a non-form contact channel, all extractable as text.

Judges on

Readable without JavaScript · facts extractable · non-form contact · crawl policy.

Checks crawl policy first. Allow: / with only /admin/ disallowed, and the sitemap is declared. I am welcome here. (/robots.txt)
Extracting fact 1 of 3 — price. $109, $149 and $169 AUD per month with member limits of 100, 250 and unlimited. Retrieved. High confidence. (/pricing)
Extracting fact 2 of 3 — trial length. The same page also says access our premium plan for 15 days. Two different numbers, one page. Flagging. (/pricing)
Opens the page called FAQ. This is not an FAQ. Every entry is a question about the visitor's current situation. (/faq)
Hunting a non-form contact route. 1800 845 076 for Australia, plus UK and US numbers. Extractable. My user can call. (/contact)
Checks for structured data. Open Graph and Twitter cards are there. No JSON-LD I can see, so the price I just read is not machine-stated, only machine-readable. (/pricing)
Reads the post-submit copy. Experience Clubworx with a 15 day free trial. Third value for the same fact. I will report the range and the contradiction. (/book-a-demo)
Compiles for its user. Price, limits and phone retrieved. Trial length reported as contradictory: 30, 15 and 14 days on three pages. (/)

Journey feed

Cold visitor

Nadia Halim

lands on the homepage

Gym and fitness management software. Fine, that tells me the category. Now tell me why you.

AI agent

Research agent

/robots.txt

checks crawl policy first

Allow: / with only /admin/ disallowed, and the sitemap is declared. I am welcome here.

Ready to act

Sam Whitfield

/pricing

goes straight to pricing

Please just have numbers on this page.

Comparison shopper

Priya Deshmukh

/case-studies

opens case studies

Twelve stories. Let us see how many of them contain an actual number.

Cold visitor

Nadia Halim

reads the second line of the hero

Your gym doesn't need more leads, it needs fewer members slipping through the cracks. That is my exact problem, in my words.

Ready to act

Sam Whitfield

/pricing

reads the plan table

Growing $109 AUD a month, Accelerating $149, Established $169. Published, in my currency. Thank you.

AI agent

Research agent

/pricing

extracting fact 1 of 3 — price

$109, $149 and $169 AUD per month with member limits of 100, 250 and unlimited. Retrieved. High confidence.

Comparison shopper

Priya Deshmukh

/case-studies

counts the results

150% member growth. 45% increase in revenue. 650 members. 15 hours a week saved. Ten of the twelve carry a figure.

Cold visitor

Nadia Halim

/business-types/martial-arts

clicks Martial Arts in the nav

Gradings, belts, stripes and grading history. This is not a tickbox, someone built this for dojos.

Ready to act

Sam Whitfield

/pricing

looks for the trial terms

Try Clubworx with our 30-day risk-free trial. Good, a month is enough to migrate.

AI agent

Research agent

/pricing

extracting fact 2 of 3 — trial length

The same page also says access our premium plan for 15 days. Two different numbers, one page. Flagging.

Comparison shopper

Priya Deshmukh

reads the testimonials

Glen Loman, Brighton Group Fitness and PT, Adelaide, five stars on G2. Real name, real business, real suburb, named source.

Ready to act

Sam Whitfield

/business-types/martial-arts

sees the trial offer again

Try Clubworx free for 14 days. That is a third number. Which one is the actual offer?

Cold visitor

Nadia Halim

scrolls the business types

Eight of them, martial arts through to pole and aerial. I can see myself in this list.

AI agent

Research agent

/faq

opens the page called FAQ

This is not an FAQ. Every entry is a question about the visitor's current situation.

Comparison shopper

Priya Deshmukh

/faq

arrives looking for contract terms

How do you handle class and trainer scheduling? Manually, using spreadsheets or a paper calendar. That is a quiz about me, not an answer about you.

Ready to act

Sam Whitfield

/faq

searches for migration and lock-in

Nothing here about contracts, notice periods or what migration actually involves. The one page named for my questions has none of them.

Cold visitor

Nadia Halim

notices the section heading

Contact and lead tacking. Small thing, but someone shipped a typo onto the homepage.

AI agent

Research agent

/contact

hunting a non-form contact route

1800 845 076 for Australia, plus UK and US numbers. Extractable. My user can call.

Comparison shopper

Priya Deshmukh

looks for the phone number in the footer

Business types, features, resources, alternatives. No number, no email. It exists one page away and nobody told me.

Ready to act

Sam Whitfield

/book-a-demo

gives up and opens the demo form

First name, last name, email, phone, business name, business type, current software partner. All required.

AI agent

Research agent

/pricing

checks for structured data

Open Graph and Twitter cards are there. No JSON-LD I can see, so the price I just read is not machine-stated, only machine-readable.

Ready to act

Sam Whitfield

/book-a-demo

stalls at Current Software Partner

I have not told you my name yet and you want to know who I am leaving. I only wanted the trial terms.

Comparison shopper

Priya Deshmukh

/case-studies

opens Harlow Yoga and Pilates

150% member growth, and the quote says they got the customisation and automation they had been chasing for years. That goes in the doc.

AI agent

Research agent

/book-a-demo

reads the post-submit copy

Experience Clubworx with a 15 day free trial. Third value for the same fact. I will report the range and the contradiction.

Cold visitor

Nadia Halim

reaches the footer

Comparison shopper

Priya Deshmukh

/pricing

checks multi-site

Multisite for multiple clubs on Accelerating. Three sites at $149 a month is a straightforward comparison to run.

Ready to act

Sam Whitfield

/pricing

weighs it up

The pricing is the most honest I have seen this week. I still cannot tell you how long the trial is.

AI agent

Research agent

compiles for its user

Price, limits and phone retrieved. Trial length reported as contradictory: 30, 15 and 14 days on three pages.

Cold visitor

Nadia Halim

/pricing

clicks Start for free

Free forever up to 20 active members. I can try this tonight without talking to anyone.

How each score was reached

Nav Detail binds here.

Navigation & findability — 6.5 / 10

The top-level structure is genuinely good: business types, features and resources each hold what you would expect, and the sitemap is comprehensive. It loses ground on two things a visitor hits rather than reads about. The page named FAQ is a quiz, so the buyer who navigates there for answers gets questions. And the same martial-arts content sits at two paths on two hosts, which is the kind of thing that only shows up when someone links to the wrong one.

“How do you handle class and trainer scheduling?” — the first entry on /faq, a page a buyer reaches expecting answers
“https://clubworx.com/solutions/martial-arts-software” and “https://www.clubworx.com/business-types/martial-arts” — two paths, same product page
“Sitemap: https://www.clubworx.com/sitemap.xml” — declared in robots.txt, and it does list the real pages

Message clarity (ICP fit) — 8.5 / 10

The strongest part of the site. The hero refuses to describe the category and names the owner's actual problem instead, which is rare and effective. Eight business types are named explicitly, and the martial-arts page proves the claim with gradings and belts rather than a renamed feature list. The deductions are cosmetic but visible: a typo in a homepage section heading and two different copyright years in one footer.

“Your gym doesn't need more leads. It needs fewer members slipping through the cracks.” — homepage hero
“Run your martial arts dojo with software built to handle class schedules, membership management, gradings and payments without the admin chaos.” — /business-types/martial-arts
“Contact and lead tacking” — homepage section heading, as written
“© 2024 Clubworx. All rights reserved.” and “© 2022 Clubworx. All rights reserved.” — both in the footer

Trust & credibility — 7.5 / 10

The testimonials do the job properly: full name, business, suburb, and the platform the review came from, with star ratings attached. That is materially more credible than a wall of logos. What holds the score down is reachability rather than reputation — three regional phone numbers exist but only on one page, no email address surfaced anywhere in this run, and there is no registered address, which buyers of billing software tend to look for.

“Glen Loman, Brighton Group Fitness & PT | Adelaide - G2 Reviews - 5 Stars” — homepage testimonial, attributed and sourced
“Best thing I've done today! Paid for itself in 1 month.” — Aaron Reid, The Valley Boxing Gym, Yass, via Google Reviews
“1800 845 076” — on /contact, and on no other page this run reached

Proof depth — 8.5 / 10

The best-evidenced site this rubric has scored. Ten of twelve customer stories lead with a figure, and the figures are the kind a buyer can act on — growth, revenue, member counts, hours recovered. Two stories carry only a quote, which is the whole gap.

“150% Member Growth” — Harlow Yoga & Pilates
“45% increase in revenue” — Aberdeen Martial Arts Group
“With Clubworx, I gained back my time, and within 5 months, we doubled our members.” — Phoenix Training Centre
“15 Hours Per Week Saved” — Pole Fitness Australia

Conversion path — 6.0 / 10

Two halves pulling in opposite directions. The pricing page is close to best practice: every plan, both billing periods, AUD figures, member limits, add-on costs and a free tier, all published without a form. Then the path breaks. The trial length is stated as 30, 15 and 14 days on three different pages, the demo form asks eight required questions including which competitor you are currently paying, and the questions a buyer asks before committing — contracts, migration, fees — are answered nowhere.

“$109 AUD /mo” and “Up to 100 active members” — /pricing, published in full
“Try Clubworx with our 30-day risk-free trial” and “Access our premium plan for 15 days” — both on /pricing
“Try Clubworx free for 14 days” — /business-types/martial-arts
“Current Software Partner*” — a required field on /book-a-demo

Scored 7.8 out of 10. The working, so it can be checked:

Readable without JavaScript — 3 of 3. Every page in this run returned full text — nav, sections, testimonials and prices — without executing any of the site's JavaScript.
Buyer facts extractable — 2 of 3. Plan prices, member limits, add-on costs and three regional phone numbers all came back as plain text. The trial length did not: the site states 30 days, 15 days and 14 days on three different pages, so an agent has to pick one or report the contradiction.
Structured data — 1 of 2. Open Graph and Twitter Card tags are present on the pricing page. No JSON-LD was visible. This method reads rendered text rather than raw source, so treat the absence as unconfirmed rather than proven.
Non-form contact channel — 1 of 1. Three regional numbers on /contact, including “1800 845 076” for Australia, so an agent can hand its user a way through that is not a form.
Raw subtotal — 7 of 9, scaled to 7.8 of 10.
Crawl policy deduction — none. robots.txt reads “User-agent: *” with “Allow: /” and only “Disallow: /admin/”, and declares the sitemap. There is no llms.txt — it returns a 404 — so nothing on the site tells an answer engine to stay away.

Final: 7.8 of 10.

Report findings

Ranked by likely impact. Each finding quotes the page it came from.

Critical

Conversion path

Make the free trial say one thing everywhere

The trial length appears as four different numbers across three pages. Sam went looking for one fact, found three answers, and the AI agent had to report a contradiction instead of a value. Every one of those numbers is a promise, and three of them are wrong.

Try Clubworx with our 30-day risk-free trial

View the page

What to do

Decide the actual offer once — length, which plan it unlocks, and whether a card is required
Search the site for “30-day”, “15 day”, “15 days” and “14 days” and correct every instance
Fix /pricing first: it currently carries two different lengths on the same page
Fix the post-submit copy on /book-a-demo and the CTA on every business-type page
Put the trial terms in one CMS field and reference it, so this cannot drift again

Critical

Navigation

Give the page called FAQ some actual answers

/faq is a self-assessment quiz. All eight entries ask the visitor about their current situation. Two of the three human visitors went there for contract, migration and cancellation terms and found none of them anywhere on the site.

How do you handle class and trainer scheduling?

View the page

What to do

Move the quiz to its own URL such as /fitness-business-check and name it as a self-assessment
Build a real FAQ at /faq answering the questions buyers actually ask
Answer at minimum: contract length, notice period, what migration involves and who does it, payment-processing fees, cancellation, and data export on exit
Answer the trial question there too, once the length is settled
Link it from the pricing page, where the questions get asked

Serious

Conversion path

Cut the demo form to three fields

The demo form asks for eight required fields, including a phone number and the name of the software the visitor is currently using. Sam only opened it because the FAQ had failed him, and he stalled at Current Software Partner before submitting.

Current Software Partner*

View the page

What to do

Require first name, email and business type only
Make phone number optional, or ask for it on the confirmation step instead
Move Current Software Partner into the demo conversation, not the gate
Keep business type required — it routes the demo and it is a fair ask
Measure form starts against submits for a fortnight to see what the eight fields were costing

Serious

Trust & credibility

Put a phone number and an email address in the footer

Three regional phone numbers exist, but only on /contact. No email address appears anywhere the audit reached. Priya looked for a number in the footer, found four link columns and no way to reach a human, and the AI agent only found the numbers because it went looking.

1800 845 076

View the page

What to do

Add the regional numbers to the footer as real tel: links on every page
Publish a support email address as a mailto: link — an agent can hand its user an address, it cannot fill in a form
Show support hours next to the numbers so an after-hours visitor knows what to expect
Add the company's registered address, which buyers of billing software look for

Worth fixing

Machine readability

Collapse the duplicate business-type URLs onto one path

The martial arts page is reachable at two different paths on two different hosts. Duplicate paths split the ranking signal and force an answer engine to choose which one to cite, with nothing telling it which is canonical.

https://clubworx.com/solutions/martial-arts-software

View the page

What to do

Pick /business-types/ as the single pattern, since that is what the nav uses
301 every /solutions/*-software URL to its /business-types/ equivalent
Force the www host with a single redirect so the bare domain never serves content
Add a self-referencing canonical tag to each business-type page
Re-check the sitemap so it lists only the surviving URLs

Worth fixing

Message clarity

Fix the homepage typo and the two copyright years

A section heading on the homepage reads “tacking” for “tracking”, and the footer carries 2024 on one line and 2022 on another. Nadia noticed both. Neither costs a sale on its own, but together they read as a site nobody is tending — on a page selling operational tidiness.

Contact and lead tacking

View the page

What to do

Correct the heading to “Contact and lead tracking”
Remove the duplicated copyright line and set the year dynamically
Proofread the remaining section headings on the homepage while you are in there

Worth checking

Machine readability

Add JSON-LD so answer engines can quote the price

Open Graph and Twitter Card tags are in place, but no JSON-LD was visible on the pricing page. The plans are readable as text, which is why the agent retrieved them, but they are not machine-stated — so an assistant answering “what does Clubworx cost” has to infer rather than cite.

og:title: Fitness Software Pricing (Martial Arts, Gym, Yoga & Dance) - Clubworx

View the page

What to do

Confirm first whether JSON-LD is already present — this run read rendered text, not raw source
If it is missing, add SoftwareApplication with an Offer per plan carrying price and priceCurrency AUD
Add Organization with the regional phone numbers as contactPoint entries
Mark up the real FAQ with FAQPage once it exists
Validate with the Rich Results Test after deploy

Worth checking

Navigation

Confirm what clubworx.com.au serves

An Australian buyer typing the .com.au out of habit needs to land somewhere. If it's available it oudl be worth purchasing .com.au and redirecting it to your website - that goes for .co.uk and any other areas you are targeting.

clubworx.com.au resolves to 15.197.142.173 and 3.33.152.147

View the page

What to do

Decide whether the it makes commercial sense to purchase the .com.au and co.uk domains if they are available.
If so, purchase then and redirect them to .com

Keep doing

Proof depth

Keep putting a number on every case study

Ten of the twelve customer stories carry a specific figure. Priya was building a case for a director and found quantified outcomes in the first minute, which is the single hardest thing to find on a software site and the reason she shortlisted rather than bounced.

150% Member Growth

View the page

What to do

Keep the result as the headline of each story, above the narrative
Backfill a figure into the two stories that do not carry one — Bujutsu Martial Arts Centre and Urban Muay Thai
Keep naming the business and its town; the specificity is what makes the number credible
Add the figures to the comparison pages, where the alternatives are being weighed

Keep doing

Message clarity

Keep the hero line exactly as it is

The second line of the hero names the buyer's real problem instead of the product's category, and it was the moment the cold visitor stopped skimming. Most software homepages in this market open with a feature list. This one opens with the churn that keeps an owner up at night.

Your gym doesn't need more leads. It needs fewer members slipping through the cracks.

View the page

What to do

Leave it alone — do not soften it into a benefit statement at the next redesign
Reuse the same framing on the business-type pages, tuned to each one
Test it as the opening line of paid campaigns and outbound, where it will do the same work

Keep doing

Conversion path

Keep publishing the whole price list

Plan names, monthly and annual figures in AUD, member limits, the free tier, add-on costs and regional pricing pages are all published. Sam found what he needed without booking a call, which is why he was still on the site when he hit the trial contradiction.

$109 AUD /mo

View the page

What to do

Keep the numbers on the page — resist any move to a “contact us for pricing” model
Keep the member limits next to the prices; they are what makes the plans comparable
Keep listing the mobile app and grading add-on costs rather than hiding them until checkout
Add the payment-processing fee position to the same page, since that is the one cost still missing

Send me a copy of this report

All findings with their tasks, the four visitor journeys and the methodology. We will email it within one business day.

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Methodology and limitations

Four simulated visitors — three human buyer types and one AI agent — were briefed from the site's own content and walked nine pages: the homepage, pricing, case studies, the FAQ page, the demo form, the contact page, the martial-arts business-type page, robots.txt and the sitemap. llms.txt returned a 404. This run was content-only via text fetch: no screenshots, no visual or mobile rendering check, and no performance measurement — for speed, run PageSpeed Insights separately. Two limits worth naming: JSON-LD could not be confirmed either way because the fetch reads rendered text rather than raw source, and clubworx.com.au could not be read at all because its robots.txt did not respond, so www.clubworx.com was audited in its place.