How We Turned a Squarespace Fitness Template into a Custom Pilates Website: The Fitwoman Case Study
See how easy it is to turn one of our website templates into your own fully customised website, using a real-world example.
We Started with The Fitness Template
We customised the template into Fitwoman
Olivia contacted us to make a Pilates website for her business Fitwoman business. She liked our Fitness template and asked us to help her customise it and connect it to her domain. She bought the template for £195.00 and she asked for our customisation package which included everything she needed for £385.00.
The Fitness template from Squareguru provided a strong starting point for the Fitwoman Pilates website, with its clean, spacious layout and clear emphasis on movement, wellbeing and photography. The original template was designed around yoga and Pilates, with sections for classes, the instructor, the studio and booking, making it a natural foundation for Fitwoman’s offering. The customisation retained that simple, contemporary structure while replacing the generic template content with a distinctive Fitwoman identity.
A major part of the transformation was the content and positioning. The generic “Great design for a Yoga or Pilates website” became a much more specific proposition: Pilates and Retreats, with the message that clients can enjoy tailored Classical Pilates either in person or through a subscription. The new homepage immediately communicates the benefits of Pilates — building strength, improving flexibility and posture, and helping people feel better physically and mentally — giving the site a much clearer commercial and personal purpose.
The template’s original class-based structure was also adapted into a broader Fitwoman customer journey. Rather than simply presenting different classes, the site now highlights three distinct areas of the business: Online Membership, Classes and Retreats. These are supported by prominent calls to action, including the £20-per-month membership and links through to booking and member login, allowing the website to work not just as an information site but as a gateway into the Fitwoman experience. https://www.fitwoman.co.uk
The personal element of the original template was developed into a much stronger founder-led brand story. The template’s placeholder instructor section was transformed into an introduction to Olivia, explaining her passion for helping people remain active and strong in both mind and body, together with a little of her background and life experience. This personal storytelling is complemented by carefully selected photography, testimonials and retreat imagery, helping the site communicate the warmth, expertise and community around Fitwoman rather than feeling like a generic fitness website.
Overall, the result is a good example of how a Squarespace template can be customised far beyond its original presentation without losing the benefits of its underlying design system. The Squareguru Fitness template supplied the architecture — the typography-led sections, imagery, navigation and clean Pilates aesthetic — while the Fitwoman customisation introduced a new visual identity, original photography and copy, a stronger brand story, membership functionality, retreats, testimonials and merchandise. The finished website therefore feels like a bespoke Fitwoman brand rather than a template, while retaining the polished, accessible structure that made the original template a useful starting point.