Zipper vs. 97Display (97Display Alternative)

Introduction

Choosing the right digital marketing platform for your fitness or martial arts business can significantly impact your growth trajectory and bottom line. Two specialized platforms in this space are Zipper and 97Display. Both offer tailored solutions for fitness and martial arts businesses, but with different approaches, features, and pricing models. This comprehensive comparison will help you determine which platform might be the better fit for your specific business needs.

Quick Comparison Table

Detailed Comparison

Website Platform & Development Speed

97Display: Built on WordPress, which is a widely-used but more maintenance-heavy platform. According to their website, they launch sites in “less than 1 month.” Their approach focuses on matching clients with proven designs based on initial strategy calls.

Zipper: Uses a proprietary AI-powered platform specifically built for fitness and martial arts businesses. Websites are optimized for conversions from day one and ready in days, not weeks. The platform doesn’t require regular updates or maintenance like WordPress sites do.

Winner: Zipper — Much faster development timeframe (days vs. up to 30 days) and a purpose-built platform that requires less maintenance.

SEO Performance & Strategy

97Display: Offers SEO services and claims to focus on keyword optimization. They “enhance website search engine rankings through keyword optimization and on-page improvements” focusing on “relevant fitness-related keywords and local search optimization.”

Zipper: Provides a purpose-built platform with fast-loading, structured pages that give local businesses a strong technical foundation for visibility. Customers like The Lab BJJ and CS Fit Pilates have seen dramatic increases in organic traffic and leads, with CS Fit Pilates growing local discovery significantly.

Winner: Zipper — Proven results with documented case studies showing significant improvements in organic traffic and leads.

Lead Generation & Management

97Display: Offers lead generation websites and lead management tools. They claim that “new website launches yields an average of 4x increase in leads.” However, there aren’t specific case studies with detailed metrics readily available.

Zipper: Provides a comprehensive lead generation and management system with reliable notifications (a pain point noted with 97Display). The Lab BJJ generated 50+ new organic leads in just 3 months, with a 75% conversion rate from lead to paying member. CS Fit Pilates saw 100+ new leads in 3 months, while Far Out Ice Cream went from zero catering inquiries to 20+ premium leads monthly.

Winner: Zipper — More reliable lead notifications and documented lead generation results with specific metrics across multiple businesses.

Marketing Automation & Content Creation

97Display: Offers email and SMS automation as paid add-ons. They describe themselves as an “all-in-one marketing solution” offering “Marketing Coaching, Lead Generating Websites, Meta and Google Advertising, Social Media Management, Email Marketing, and a Lead Nurturing CRM.”

Zipper: Includes email marketing with 60% average open rates at no additional cost. The AI-powered marketing copilot automatically generates and schedules social media content across multiple platforms, with 15+ unique professional designs and different campaign types (service promotions, staff spotlights, testimonials, etc.).

Winner: Zipper — More included features without additional costs, plus AI-powered content creation capabilities.

Booking & Appointments

97Display: No specific mention of a built-in booking or scheduling system in their features list.

Zipper: Features an integrated booking system with multi-provider support, calendar integration, and online payments. Recent enhancements include unified calendar experience, time-blocking functionality, bulk appointment creation, and the ability to book multiple time slots at once.

Winner: Zipper — Comprehensive scheduling and booking capabilities built into the platform.

Mobile Experience

97Display: Offers a mobile app as a paid add-on.

Zipper: Includes a customer-facing mobile app experience at no additional cost, with simplified appointment and event registration flows, and a shop tab allowing customers to purchase directly from the app.

Winner: Zipper — Mobile app included without additional cost.

Pricing Structure

97Display: Uses a model with several paid add-ons (Email & SMS, Mobile App, SSL Certificate) that increase the total cost of ownership.

Zipper: More affordable with more features included in the base package. There are no hidden costs for essential features like SSL certificates, mobile apps, or email marketing.

Winner: Zipper — Better value with fewer add-on costs for essential features.

Real Results Comparison

97Display Customer Experience

97Display has been in business for over 12 years and has helped many fitness businesses with their online presence. One customer testimonial mentions that “for our business, 97Display has proven that they can deliver what they say with the development of our website and the ability to focus in on our market we have seen a return in the first week.”

Zipper Customer Results

The Lab BJJ (Case Study):

• 50+ new organic leads in 3 months
• 35+ new members
• 5-figures of net-new revenue
• 4,967% ROI on their Zipper investment
• For every $1 spent: $50.67 in new membership revenue

CS Fit Pilates (Case Study):

• 10x increase in website traffic
• 100+ new leads in 3 months
• 5-figures of net-new revenue
• Significant growth in local visibility and organic discovery

Key Differences Between 97Display and Zipper

1. Platform Architecture: WordPress-based (97Display) vs. Custom AI-powered platform (Zipper)
2. Development Speed: Up to 30 days (97Display) vs. days (Zipper)
3. Technical foundation: Standard WordPress setup vs. Purpose-built platform with fast load times and structured pages
4. Pricing Structure: More paid add-ons vs. More included features
5. Marketing Automation: Basic tools with add-on costs vs. Comprehensive AI-powered automation included
6. ROI Documentation: Limited specific metrics vs. Detailed case studies with proven ROI figures
7. Lead Notification Reliability: Inconsistent (based on customer feedback) vs. Reliable integrated system
8. Booking Capabilities: Not specifically mentioned vs. Comprehensive booking system with multi-provider support

Who Should Choose Each Platform?

Choose 97Display If:

• You prefer WordPress as a platform and have experience with it
• TV Digital Signage is a must-have feature for your business
• You’re not in a rush to launch your website (can wait up to 30 days)
• You already have solutions for booking and scheduling
• Budget isn’t your primary concern and you don’t mind paying for add-ons

Choose Zipper If:

• You want fast implementation (websites ready in days, not weeks)
• You need proven results that drive actual leads
• You want an all-in-one marketing and booking solution
• You prefer a more affordable option with fewer add-on costs
• You need reliable lead notifications and management
• You want to save time with AI-powered marketing automation
• You need integrated booking, scheduling, and payment processing
• You want a platform that continuously improves without requiring updates

Conclusion

Both 97Display and Zipper offer specialized solutions for fitness and martial arts businesses, but they differ significantly in their approach, technology, and results.

97Display has been in the industry for over 12 years and offers a WordPress-based solution with various features, some requiring additional payment. They focus on matching businesses with proven designs and claim to help increase leads.

Zipper offers a newer, AI-powered approach with faster implementation, proven results in lead generation and member acquisition, and an all-in-one solution without the maintenance headaches of WordPress. Multiple detailed case studies demonstrate Zipper’s ability to deliver significant results for fitness and martial arts businesses, with The Lab BJJ achieving a remarkable 4,967% ROI in just three months.

For businesses prioritizing ROI, reliable lead generation, and an all-in-one marketing and booking solution without WordPress maintenance headaches, Zipper appears to be the superior choice. However, if you specifically need TV Digital Signage or prefer the WordPress ecosystem, 97Display might be worth considering.

Ultimately, the best choice depends on your specific business needs, technical comfort level, and budget. But for most fitness and martial arts businesses looking to maximize growth while minimizing time spent on marketing, Zipper’s proven results and comprehensive feature set make it the more compelling option in 2025.

Frequently Asked Questions

How long does it take to get a website up and running?

• 97Display: Up to 30 days for website launch
• Zipper: Fast — typically within days using their AI-powered platform

Do I need technical knowledge to use these platforms?

• 97Display: Some WordPress knowledge helpful for making changes, though they offer support for updates
• Zipper: No technical knowledge required, designed for busy business owners

Can I see examples of websites built on each platform?

• 97Display: Offers themes and design options on their website
• Zipper: Features detailed case studies like The Lab BJJ, CS Fit Pilates, and Far Out Ice Cream

How much do they cost?

• 97Display: Various pricing tiers with add-ons increasing the cost (Email & SMS, Mobile App, SSL Certificate)
• Zipper: More affordable with more included features and proven ROI

Can I migrate from 97Display to Zipper?

• Yes, Zipper has helped many businesses transition from WordPress sites, including those built by specialized providers like 97Display

Get a demo of Zipper here