How Flexafit Grew Organic Traffic 4x With a New Website and Programmatic SEO

Flexafit is the global leader in off-ice training for figure skaters, serving skaters, parents, coaches, and clubs with an online training library, workshops, and certified trainers around the world.

Their audience searches for very specific problems, from landing a cleaner axel to building flexibility for layback spins. The old website could not capture that demand.

We rebuilt the website, launched a programmatic SEO engine with 450+ pages, and designed every page to convert mid-bound visitors. Organic traffic grew 4x in 6 months.

Flexafit had deep expertise and hundreds of training videos, but almost none of it was discoverable through search.

• Content spread across video platforms and the members area
• A website that was slow and hard to update
• Every new page built manually by the team
• Generic pages that did not match what skaters searched for
• One sign-up CTA for every visitor, whatever their intent

Visitors who did arrive were often mid-research: interested, but not ready to buy a membership from a homepage.

The goal was to meet skaters at the exact question they were asking and offer the next step that matched it.

We started with the foundation: a fast, structured website with clear paths for each audience.

• Skaters looking to improve specific skills
• Parents supporting a skater’s training
• Coaches building off-ice programs
• Clubs booking workshops

Each path led to the offer that fit it: the online training library, customized club workshops, or one-on-one sessions with a certified trainer.

The site was built on a structured content model, which made the programmatic layer possible.

We turned Flexafit’s training library into structured data: skills, levels, training types, and audiences.

1. 1Skill
2. 2Level
3. 3Training type
4. 4Audience
5. 5Page

Templates combined those attributes into pages targeting searches such as:

• Off-ice exercises for a stronger axel
• Flexibility drills for layback spins
• Jump rotation drills for beginner skaters
• Off-ice training plans for adult skaters
• Strength workouts for competitive skaters
• Off-ice programs for skating coaches

Every page pulled in real drill videos, trainer tips, and related skills, so each one was genuinely useful rather than thin keyword filler.

The engine now powers 450+ pages, and new videos automatically enrich the pages they belong to.

Mid-bound visitors are not cold, and they are not hand-raisers yet. They found you while researching a specific problem.

Instead of pushing them to a generic membership page, each programmatic page offered a next step tied to the skill on the page.

Coach and club pages offered workshop enquiries instead, and those enquiries were enriched and routed to the team automatically.

Matching the offer to the search lifted mid-bound conversion 2.5x.

The old process meant building every page, updating every link, and sorting every enquiry by hand. Now the system does the repetitive work:

• Pages generated from templates
• New videos added to relevant pages
• Internal links updated automatically
• Club and coach enquiries enriched and routed

That gave the team back 10+ hours every week to spend on coaching and creating new training content.

Within 6 months, Flexafit grew organic traffic 4x, converted mid-bound visitors 2.5x better, and saved 10+ hours a week.

The biggest shift was treating search as a conversation with skaters, not a list of keywords.