About / Lunaris Digital

Good gyms lose to worse ones online.

I am Denis. I built Lunaris after two years on the gym floor, watching good gyms get out-ranked by worse ones that just had a better search result. The work is built from that side of the desk.

Operator Two years on the gym floor. That is the lens. Fitness only Gyms, studios, trainers, CrossFit boxes. That is it. Small Short roster. The work stays hands-on.

Denis Faerman, founder of Lunaris Digital

The gap

The same thing
leaking, every time.

I am Denis. Before this I spent two years on the gym floor, part of it as a trainer with my ACE credential. That is the lens. The training at these gyms was good, the community was good, the members who walked in were loyal. The website and the local search presence were the part nobody on the floor had time for, and the people who built the site five years ago were long gone.

The owners knew their numbers in the room cold: trials, retention, class fill rates. The numbers outside the room were a black box. Who searched for a gym that week, who read the site, who bounced off the booking page. Marketing money went into ads, the ads sent people to a site that could not finish the job, and the owner blamed the ads.

The ads were doing their job.
The site was the bottleneck.

I started Lunaris for the gyms I would have wanted to work for. Independent, owner-operated, good at the actual product, and losing members to worse gyms with a better search result. The work is the same shape every time: get found in local search and the AI tools people shop with now, earn trust in the first five seconds, and get the booking down to seconds instead of an interrogation.

Why independent operators.

Independent gyms, studios, personal trainers, and CrossFit boxes. The reason it is only them.

/ 01

It moves faster

A franchise comes with a corporate brand team, a national ad budget, and a site the local team is locked out of. An independent is the opposite on every line, which is exactly why it can out-move a franchise once the system is in place.

/ 02

Local is the whole game

Independent fitness lives on the people close enough to show up two or three times a week. That is the same game local search runs on, so every dollar in ranking, GBP, and AI visibility lands where the business actually lives.

/ 03

Only fitness, by design

Generalist shops sell the same playbook to a dentist, a lawyer, and a gym, and the work gets generic to match. Working only with independent fitness means the trial offers, the membership math, and the way people shop for a gym are built into the scope. That is the part a checklist cannot copy.

I keep the roster small on purpose. The reporting is in my voice, the reviews and Google questions get answered that week, and the work stays hands-on. That standard does not survive fifty clients, so I do not chase fifty.

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