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SPX Gym Design

Every Wednesday, Chris Howell sends gym owners his best thinking. Now it builds his website too.

SPX designs luxury gyms for developers, hotels and operators. I turned Chris's weekly newsletter and free guides into a content hub on his own site, built to bring readers back as leads.

Services
Design, development, CMS, AI automation
Industry
Luxury gym design
Year
2026
The SPX Insights index: a large Insights heading, filters by post type, and a featured post on Saint Haven with its key stats.

Starting point

The content was already there.

Chris publishes a weekly newsletter, a regular gym breakdown and a set of free guides. None of it was working for the website.

  1. 01

    Every issue went to inboxes and stopped there, so none of it helped his site get found.

  2. 02

    The guides sat on separate pages, with no path from the writing to the download.

  3. 03

    Nothing led a reader from the content to a project conversation.

The build

What I built.

01

A home for the writing

Every issue now has a page on his own site, in a layout designed for its format. The pages are built for search, and Chris publishes them himself from the CMS he already uses.

A Gym of the Week post for Saint Haven: a full width photograph of the gym floor under the edition number and the gym's name.
A newsletter post titled Was this a $30,000 email, beside a green tile carrying $30K in outlined figures.

02

A funnel inside the content

Every post ends with a next step: a free guide, the newsletter or a project enquiry. Downloads and signups go straight to his email list.

The end of a post on a phone: Chris's signature, a green card offering a free guide, and a panel asking to start a project.

03

A signup that qualifies the lead

Subscribing takes one field. A few short questions follow, so Chris knows who each new reader is.

The first signup question on a phone: What best describes your role, with five options.

04

Publishing on autopilot

New issues reach the site on their own. An AI pipeline reads each newsletter, shapes it for the page and leaves a draft for Chris. Nothing goes live until he approves it.

  1. 01

    Chris sends the newsletter

    Every Wednesday, as he always has.

  2. 02

    An AI pipeline reads it

    It works out what kind of issue it is and pulls out what the page needs.

  3. 03

    A draft appears in his CMS

    Laid out and ready, unpublished.

  4. 04 / Human review

    Chris reviews and publishes

    He adjusts anything he wants.