What that looks like in Orange County.
The Surf City Marathon in February and the OC Marathon in May set the training calendar for the coast, and the Back Bay loop in Newport is where the miles get done. Training programs with a start date and a group page fill from those dates. Summer moves the same people to 6am, before the heat and the beach traffic.
LA Fitness is headquartered in Irvine, 24 Hour Fitness and Equinox cover the coast, and Orangetheory, F45, and Club Pilates fill the franchise slots in nearly every center. Their sites are one template across the county. A studio site written around your city, your center, and your coaches is the only result that sounds like it is from there.
Much of the county lives in HOAs with a pool and a gym included in the dues, which is the real competition for a general-purpose gym. The independent studio wins with what the HOA room does not have: a coach, a class, a program, a community. The site sells those, not the equipment.