Whether that website traffic is new or returning, there are tactics you can employ to make sure you have a constant flow of traffic to your gym website.
A website should never be a static billboard. It should always be in a constant state of flux as you try to optimize for your audience. Every website has a different look and feel. Visitors likely arrived from a wide variety of sources and for varying purposes so if you have a template you’re building from, you’re work is far from over just because you launched the website.