About TJ
Built by someone who actually trains.
I’m TJ. Twelve years on the mats. Five years in conversion-rate optimisation. One niche: combat sports gyms in Lancashire.
Years on the mats
Seven in Taekwondo. Five in kickboxing with my dad.
My parents pushed me into Taekwondo at nine because I was shy and lacked confidence. I trained for seven years, and it gave me the tools, discipline and the ability to be comfortable with discomfort.
Then I switched to kickboxing with my dad for five more years. Different discipline, same gym culture. Same coaches who genuinely care. Same feeling of being a beginner in a room full of people who know what they’re doing.
Twelve years is long enough to understand what a great gym looks like from the inside — and to notice how badly most gym websites represent the people running them.
Years in web optimisation
Optimising sites for enquiries.
I spent five years in conversion-rate optimisation — working on the gap between “people visiting the site” and “people actually booking.” That gap is where most small businesses leave the most money on the table.
I’ve built and improved sites on WordPress, Shopify and Wix. Run Google Search and Meta ad campaigns. Done the local SEO work. Set up conversion tracking so the numbers mean something.
Most of that transfers to any industry. I only apply it to combat sports gyms now, because that’s where I understand the sport, the buyer, and the problem well enough to do it properly.
“Most people who’d benefit from martial arts never walk through the door — because the gym feels intimidating before they even arrive. The website is the door. My job is making it easier to walk through.”
That’s not a marketing line. It’s why I chose this niche over anything else I could have done with a CRO background.
I know what it feels like to be a beginner walking into a martial arts gym for the first time. The signals the website sends before that moment matter more than most coaches realise. A slow site, a buried trial button, no Google profile — these aren’t just friction. They’re the difference between someone starting and someone never getting there.
Every session of martial arts I took made me less anxious, more disciplined, and better at things that have nothing to do with fighting. Most people who’d benefit from that never get the first class booked. A better website doesn’t fix that on its own — but it removes the obstacles that were in the way.
How I work
One person. No handoffs. I’m the one who shows up.
When you book a review, I’m the one who drives over. When I build your site, I’m the one writing the code. When something needs fixing after launch, I’m the one who sorts it. No account managers, no subcontractors, no “I’ll pass this to the team.”
I only take on a small number of projects at a time because of this. When I’m working on your site, it gets my full attention.
I’m based in Blackburn. I’ll drive up to 45 minutes for a face-to-face review at your gym, no charge. If we work together, I’ll come back for handover and training — anything that makes more sense in person than over email.
Book your review
Free 30-minute site review at your gym.
No pitch deck, no slides, no pressure. I’ll come and see your space, look at what you’ve got, and tell you straight what’s costing you members.