ROAST×
· Q1 2027 plan
· Q1 2027 plan— days to the planned start (Jan 1, 2027)
What capturing both buyers is worth to FitnessPlus
About 4,500 people in the US visit fitnessplus.com each month: home-gym buyers after one or two machines, and businesses fitting out a gym. The plan rebuilds the site around both, grows organic search toward real competitors and tests paid media for 90 days before scaling it. Choose a level of investment, then move the rates. Every FitnessPlus rate below is a placeholder until FitnessPlus confirms it.
Level of investment
Who visits · placeholder until confirmed
Gyms, hotels, apartments, studios and corporate fitness centers. The rest are home-gym buyers. Similarweb can't split them; GA4 and the CRM will.
Home-gym buyers (D2C) · placeholders
Online or by phone. About half the ~1.4% ecommerce average (Littledata), because a $2,000 machine is a considered buy. Paid clicks are assumed 75% as likely to convert.
A used commercial treadmill. Remanufactured single pieces sell for about $1,350–$4,400.
Business buyers (B2B) · placeholders
Retail and ecommerce sites see about 2.4% of visits fill a form or call (Ruler Analytics); not every business visit is in market.
Heavy-equipment sellers win about 20% of qualified opportunities (First Page Sage); a web quote is less qualified.
A hotel or apartment gym. Full fit-outs run to $300,000; packages sell for $18K–$115K. Projects book about three months after the quote.
Paid media
Shopping $5K, Search $3K, Meta $2K from month 2, paid to Google and Meta directly. Cardio first for home-gym buyers.
Half of Search goes to commercial terms; Shopping and Meta go to home-gym buyers.
Volume-weighted across 18 core terms in Google Keyword Planner (US, Sep 2025 – Aug 2026).
ROAST commercials
From month 1, continuing after the rebuild.
Below our standard $6,000 minimum, from the month paid launches.
Paid-attributed sales only, measured as agreed upfront and reconciled monthly.
Placeholder until scoped; months 1–3, live from month 4.
The site and organic search
Price, stock, shipping and a call or quote button on every product page give the first 10% in months 1–3; testing adds the rest by month 12. The rebuilt site adds 15 points once live.
Level with the smallest peer
2,268 takes fitnessplus.com from 536 to 2,804 organic visits a month on Ahrefs, level with totalbodyexperts.com.
4,072 more reaches the peer median (6,876 on Ahrefs). Left at 0 in the base case.
Added web sales a year, once running
$1.44M
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from home-gym buyers
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from business buyers
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added sales in year 1
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pays for itself
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peak cash need
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return on ad spend
| Added sales a year, and the month it pays back | Conservative | Base | Strong |
|---|
What it costs, what it returns, when it pays back
| Year 1 | Year 2 | Year 3 | |
|---|---|---|---|
| Added sales | |||
| Added gross profit | |||
| Program cost: fees, share, media, build | |||
| Gross profit minus cost |
Cumulative added gross profit minus program cost, month by month from January 2027. Home-gym orders book a month after the visit, business projects three months after the quote. The low point is the most cash the program needs.
What doing nothing costs
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a month of sales rides on one or two product pages (15% of organic search on Similarweb, 34% on Ahrefs). When those units sell and the pages come down, it goes with them.
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of sales lost in the first year if the 2024–26 slide resumes (organic fell 68% from February 2024 to September 2026 on Ahrefs, about 36% a year).
What organic and the rebuild add to the same ad budget
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a month in sales from the ad budget alone, once running.
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a month with the rebuilt site and organic search on top: the sales ads can’t buy.
added sales/month = [US visits × lift + added organic × (1 + lift)] × [(1 − b) × rhome + b × rbusiness] + media × 0.75 × [(1 − m) × rhome + m × rbusiness] ÷ CPC
rhome = order rate × average order; rbusiness = quote rate × close rate × average project; b = share of visits from business buyers; m = share of the ad budget aimed at them.
Levels: Foundations is the rebuild, fixes and organic with no paid media. The paid test runs from month 2; “held” keeps it at the test budget, “scaled” steps up from month 5. At the end of the test paid should scale only if its return covers media, the management fee and the share at your margins, hold if it covers media and the share, and stop below that.
Timing: fixes and tracking on today’s site from month 1, rebuilt site live in month 4, organic ramps to the month-12 target from month 3, then to the month-24 figure. Estimates scale the home-gym order rate and the business quote rate together.
Traffic: Similarweb, US, June–August 2026 (about 4,500 visits a month; 1,445 organic in August) and Ahrefs, 30 September 2026. International visits (75% of the total, mostly under 25 seconds) are left out. “Gross profit minus cost” is before freight, sales time and the cost of credit. Projections, not guarantees. Prepared by ROAST, October 2026.