Case study · Martial arts & fitness

Days Gym: from invisible to the first recommendation in Google and ChatGPT

Days Gym in Almere has taught kickboxing, boxing, MMA and grappling since 2006 - with six champions of its own and UFC fighters on the mat. None of that was visible online. Five weeks after the new site went live it draws 1,370 clicks from Google, and asking ChatGPT for the best MMA school in Almere returns Days Gym as the first answer.

Visit days-gym.com

Client: Days Gym, Almere (NL)
Industry: Martial arts, fitness & personal training
Services: Website, local SEO, GEO
Languages: Dutch & English
Measured: 24 Jul - 23 Aug 2026

The numbers from Google Search Console

+449 %more clicks from Google (last 28 days)
+487 %more impressions (last 28 days)
1,370clicks from Google since measurement started
13,700impressions in Google search
7.5average position in Google
10 %click-through rate in search results

Every figure comes from the client's Google Search Console. The percentages compare the last 28 days with the 28 days before them; the absolute numbers cover 24 July to 23 August 2026.

Starting point: a strong reputation that did not exist online

Days Gym has been an institution in Almere since 2006. Founder and coach Dayon Mungra has produced six champions, international UFC fighters train on the mat regularly, and 33 classes a week cover everything from kids' kickboxing to the competition squad. The reputation is real - built on word of mouth, fights and the community in the room.

That was exactly the problem. Someone new to Almere does not ask the community, they ask Google - and now ChatGPT. There, Days Gym simply did not exist. The client put it best: in AI answers to the most obvious question a prospect can ask, the gym was not even on the list.

No search visibility for the terms people in Almere actually use to look for martial arts
Classes and schedule impossible to follow online - the exact information that decides a first trial session
A bilingual audience with no English-language entry point
Entirely absent from AI answers about martial arts in Almere

What we did: website, local SEO and GEO as one package

We did not build the site as a brochure but as an answering machine. Every question a prospect asks before their first session - which discipline, which level, what time, what price - gets its own linkable place. That is also the precondition for Google and AI systems to read the content reliably in the first place.

Dedicated pages instead of one catch-all: youth, adults, fitness, ladies only, plus a landing page for MMA in Almere
The schedule as its own page, filterable by class type, with sections you can link to directly - the MMA schedule among them
Six champion pages and a coaching-staff page - demonstrated experience rather than a claim, and precisely the substance search engines read as authority
A transparent price list including the one-off joining fee, instead of prices on request
Bilingual Dutch and English, with correct language annotation
Structured data as HealthClub and SportsActivityLocation, consistent address and phone details, connected to the Google Business Profile
Content written for GEO: unambiguous facts about disciplines, levels, times and location in plain sentences an AI system can quote without interpreting them

Results in Google Search Console

Measurement starts on 24 July 2026. The first data point covers only two days and sits at 27 clicks and 247 impressions - roughly 13.5 clicks a day. In the last full week of the window it is around 350 clicks and just under 3,000 impressions, about 50 clicks a day. That is 3.7 times as many, with the impression curve still climbing throughout.

Across the whole window that adds up to 1,370 clicks on 13,700 impressions. An average position of 7.5 at a 10 percent click-through rate means the pages sit mostly on page one, and the snippets get clicked.

Google Search Console performance report over three months for days-gym.com: 1,370 clicks, 13,700 impressions, 10 percent CTR, average position 7.5. The weekly curve rises from 27 clicks to around 350. — The three-month performance report. The first point on 24/25 July covers only two days - there is no data before it.Google Search Console, property days-gym.com

Google Search Console Insights for days-gym.com, last 28 days: 1,160 clicks and 11,700 impressions. — The last 28 days on their own: 1,160 clicks and 11,700 impressions - the vast majority of the entire window.Google Search Console Insights, property days-gym.com

For the last 28 days Search Console puts that at 449 percent more clicks and 487 percent more impressions against the 28 days before. Because measurement only began on 24 July 2026, part of that earlier window predates the new site - so the absolute numbers and the clicks-per-day trend say the same thing slightly more precisely.

Visibility in AI search: first recommendation for kickboxing and MMA in Almere

The second half of the project is GEO - visibility inside AI answers. People looking for a gym increasingly type a whole question into ChatGPT rather than two words into Google. The answer is then not one result among ten but a recommendation: one name, one reason, done.

For the two most obvious questions - good kickboxing schools in Almere, and the best MMA school in Almere - Days Gym comes first in both.

Good kickboxing schools in Almere

Original question, in Dutch: goede kickbokssscholen in Almere

If you are looking for good kickboxing schools in Almere where you can learn the sport seriously and technically, this would be my shortlist:

First
Days Gym - my first choice if you are ambitious. They run separate sessions for beginners and advanced students plus a competition squad. You can also add MMA, grappling and wrestling later on.
Fight Masters
Bonjasky Academy
Seconds Out
TeamLegacy

The other four gyms in the answer, in the order ChatGPT gave them.

Best MMA school in Almere

Original question, in Dutch: Beste mma school almere

If you ask me for the best MMA school in Almere to learn MMA properly and completely, right now I would choose between:

First
Days Gym - my first choice if you want to get serious. They train striking, wrestling, BJJ and grappling, takedowns, ground-and-pound and cage control. There are classes for every level plus separate advanced and competition sessions. International UFC fighters such as Alex Pereira, Gilbert Burns and Carlos Prates have trained there.
DJOEKSPIT

The second gym in the answer.

Message thread with Days Gym: two ChatGPT answers in Dutch about kickboxing and MMA schools in Almere, with Days Gym first in both, and the client's reaction underneath. — The moment Days Gym first saw the answers. Both queries ran on 31 Aug 2026 in a temporary chat with no history and no personalisation - visible at the bottom of both screenshots.ChatGPT, temporary chat, 31 Aug 2026

The reaction from the gym

The screenshot above comes from the message thread with Daryn at Days Gym, shortly after he saw the answers. This is that thread, as written.

Wow guys
#1 in almere for kickboks AND MMA
THIS IS OUR SELLING MATERIAL.
I will make a new video and we can show the comparison to new clients.
This will help enormously
We weren't even on te list
#10 for kickboks in all of Netherlands…
This is fucking amazing.

The answer names separate sessions for beginners, advanced students and the competition squad - exactly the structure the site's schedule lays out
It lists striking, wrestling, BJJ, grappling, takedowns, ground-and-pound and cage control - the wording of the MMA page
It names Alex Pereira, Gilbert Burns and Carlos Prates - those names appear in precisely that form on the Days Gym MMA page

AI answers are not reproducible: the same question may be answered differently tomorrow, and personalisation, location and model version all affect the result. That is why this snapshot is dated and was asked in a temporary chat with no history. What it does show reliably is not a ranking but that the site's content is recognised as a source and used verbatim.

What the client says

The reaction came from Daryn at the gym, the first time he saw the AI answers.

We weren't even on the list before.
Daryn, Days Gym Almere
Number one in Almere for kickboxing AND MMA.
Daryn, Days Gym Almere
This is our selling material. We'll shoot a new video and show new prospects the comparison.
Daryn, Days Gym Almere

What this means for your gym, yoga or pilates studio

Days Gym is a martial arts gym in the Netherlands - the numbers are one documented case, not a promise. The approach does transfer, though, and it works the same for a gym, a yoga studio or a pilates studio: every offering gets its own page, the schedule becomes an entry point rather than a PDF, and the facts sit on the page in a form a machine can quote.

The lever is almost always in the same place. Studios that already have a good reputation offline do not lose prospects on their offering - they lose them because search, whether Google or ChatGPT, cannot find them or has nothing to say about them.

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