To say the fitness ecommerce industry is jacked would be an understatement.
* Boxraw hit £5.2 million ($7 million) in gross sales in 2020 and intends to double its 39-person staff in 2022.
* After Crossrope replatformed to Shopify Plus during the COVID-19 pandemic, the model noticed a 90% improve in revenue and a 94% boost in transactions.
* Active Truth’s web site migration elevated conversion rates by 50% and doubled its site visitors.
Worth practically $160 billion in 2021, the fitness industry is predicted to grow 172%, to $435 billion by 2028 (with a lot of this progress attributed to the online/digital fitness industry).
The COVID-19 pandemic has affected elements of the fitness trade disproportionately:
* The health club, well being club, and boutique fitness studio industries declined nearly 59% during the COVID-19 pandemic but are recovering as restrictions loosen.
* Meanwhile, the online/digital fitness, fitness apps, fitness gear, and fitness tracker markets skilled income progress of 40% in 2020 and are projected to rise 66% by the top of 2021.
Of course, market development is both a blessing and a curse. With alternative comes competition—fierce competition.
It additionally reflects a bigger pattern in commerce itself: brands that don’t go digital would possibly as properly go residence. To assist guide you, we’ve rounded up 15 of the most cutting-edge and high-growth fitness ecommerce manufacturers.
1. Gymshark: from URL to IRL
How do you construct a military of hundreds of thousands of loyal customers throughout 131 countries?
If you’re Gymshark, first, you create a multi-channel online presence that spans social networks and onsite experiences with a constant model aesthetic.
The kind of presence that will get you a shout-out from Cheryl Samberg throughout a Facebook earnings call. (No, really!)
Then, you deliver that online experience, offline … into the actual world.
Gymshark has mastered the art of online-to-offline (O2O) commerce via international pop-up outlets. These pop-ups embrace meet-and-greets with a few of the most popular fitness specialists and influencers, and sell merchandise IRL.
“It’s a customer expertise second to none,” says Daniel Knight, Gymshark’s Website Manager. “It bridges the hole between the digital and physical worlds and creates emotional buyer experiences that can’t be had online alone.”
2. Crossrope: replatforming on the move
Can you construct a fitness program and brand round leap ropes? Crossrope did, and the brand is rising exponentially—during COVID-19, no much less. When the pandemic hit and people were compelled to exercise from home, the Crossrope staff noticed a possibility to expand its buyer base and market its easy at-home workout.
The Crossrope routine caught hearth and entered a interval of intense sales. However, the staff wasn’t assured in their ecommerce platform’s ability to scale with the demand.
“While it was risky to re-platform throughout a period of intense sales demand … the danger paid off, and today we’re optimized for incredible international growth,” says Chief Marketing Officer Srdjan Popovic. With Shopify Plus, Crossrope noticed a 90% improve in revenue and a 94% increase in transactions.
The takeaway? There’s never an ideal time to speculate sooner or later success of your ecommerce company. Whatever rising pains your small business is experiencing, don’t allow them to cease you from making ready for explosive growth down the road. Who knows? A main change may be what you should catalyze that growth.
3. BPI Sports: boosting its D2C presence
Today, BPI Sports merchandise can be discovered on the cabinets of every fitness brand’s dream retailers: GNC, Vitamin World, and The Vitamin Shoppe—just to name a number of. The Florida-based nutritional supplement brand is well established as a wholesale company, with its B2B sales accounting for most of its annual revenue.
Yet, BPI Sports needed to strengthen its D2C channel. The staff additionally wished to enhance the BPI Sports model id and be greater than just a product you see on one other store’s shelf.
The firm had an web site, but it cost over $6,000 for growth fees and supplied a poor experience for both clients and employees: shopping carts often crashed and essential customer knowledge was unreliable.
“When you’re growing so fast, you’re trying to simply hold pushing, pushing, pushing—and then you’re at a degree where your corporation is overgrowing your infrastructure,” says Oliver Haroun, BPI Sports’ Director of Technology.
To stage up, BPI Sports needed to change course. Instead of leaning further into its earlier platform, the staff determined to simplify their D2C channel with Shopify Plus.
Not solely was the team in a position to fully trust their new ecommerce platform, but they were also able to perform feature testing, make website adjustments without a developer’s help, and offer a larger variety of products and bundles.
Now, BPI Sports dominates both as a wholesaler and D2C ecommerce firm.
[newline]4. Altitude Sports: predictive search with visual options
Altitude Sports started as a brick-and-mortar shop in Montreal in the Eighties. Nearly four many years later, the outside tools and clothing company is now a multi-million-dollar ecommerce mega-hub.
What makes Altitude Sports so successful? The brand has been open to the evolution of the digital world.
Most retailers that opened brick-and-mortar stores earlier than the web didn’t correctly leverage ecommerce. Instead, they relied on word-of-mouth and foot visitors to proceed rising their brand.
However, Altitude Sports determined to affix the website revolution and launch its ecommerce web site in 1999. Since then, it’s continued to develop and evolve alongside technology—not against it.
One of probably the most revolutionary options on the Altitude Sports web site is its predictive search characteristic. Using SearchSpring, the location can auto-suggest objects based on what customers type within the search bar. The search also presents visual merchandising options so guests to the positioning can see their choices before clicking.
If you are wanting to determine on the proper search function for your ecommerce business, try this article to assist information you through the proper inquiries to ask and what options to search for.
5. 310: fueling community, one complement at a time
With over one million followers across Facebook and Instagram—415,000 of whom are a half of the brand’s closed Facebook group—310 has constructed a thriving online community to empower its members through the highs and lows of getting healthy and fit.
When you’re trying to get healthy or change your eating habits, it’s easy to feel like we have to surrender treats. By sharing recipes for treats just like the Banana Split Shake or Cinnamon Roll Shake, as properly as smoothies for each holiday and season of the 12 months, 310 helps its community feel outfitted and empowered to make more healthy decisions without giving up what they love.
Even greater than that, 310’s web site and campaigns are filled with user-generated content: success tales, testimonials, and before-and-after photographs to showcase actual outcomes from real people.
Reviews and UGC are a great way to encourage skeptical visitors. Fitness brands that may anticipate customers’ difficulties and tackle them with help from both internal sources or by way of their social group will see better outcomes and better loyalty.
6. NOBULL: selling out midnight product launches
When you’re competing with worldwide brands like Nike, Reebok, and Adidas, you higher convey your A-game. And that’s what fitness brand NO BULL continues to do.
Its brand manifesto is “For people who train exhausting with no excuses.”
Sure enough, when you’re selling out from regular midnight product launches, there is not any excuse for website crashes and other points.
“We launch all of our products at midnight as a end result of proper now demand greatly exceeds provide,” says NO BULL co-founder Marcus Wilson. “It’s a way to verify our most loyal customers—those who are prepared to level out up and shop at midnight—are more prone to get what they need.”
Because of those loyal prospects, typically the shoes still promote out before the midnight plenty manage to check out.
As confirmed by NOBULL, utilizing an ecommerce platform that may develop together with your demand is crucial. The solely factor that should prevent customers from getting your product is the supply—not an internet site that crashes.
7. Boxraw: automating the business to focus on the imaginative and prescient
Ben Ammana bootstrapped Boxraw with the vision of fixing the narrative of boxing as extra than simply “fighting with fists.” When he launched the company in 2017, Ben was a one-man show for nearly two years as he scrambled to develop.
As he slowly built the Boxraw team, he determined to put money into Shopify Plus in 2019. In 2020, the company hit £5.2 million in gross sales.
Today, the platform not only helps him onboard new workers quicker (an important function as he intends to double his 39-person team in 2022), however it additionally allows him to automate many of his gross sales and marketing efforts so his group can focus on the Boxraw foundation: Boxing is Love.
According to the Boxraw website, “Through the creation of boxing programs and gyms, [Boxraw] makes use of boxing as a mechanism to assist kids overcome social epidemics. We will change the world; nation by nation, glove by glove.”
Boxraw isn’t simply outfitting profitable boxers all over the world; it’s also leveraging its ecommerce firm to make a basic change for Liberia and beyond.
8. Women’s Best: present localized experiences for worldwide customers
Women’s Best—a brand centered on dietary supplements and vitamins for women—has made an international name for itself by creating completely different ecommerce storefronts across the globe.
The model provides 10 customized storefronts, each featuring Women’s Best merchandise in the local language and forex.
What’s even more spectacular is it’s prolonged its localization strategy to incorporate Instagram: prospects in Poland, Italy, and the Middle East can comply with accounts in their language that hyperlink to every localized storefront.
Women’s Best additionally presents a separate account for its apparel: Women’s Best Wear. By creating these focused accounts, Women’s Best can build specific customer funnels primarily based on customers’ areas or interests.
If your aim is to promote around the world, be aware of the shopper nuances that may impression the way you work together along with your audience. For Women’s Best, different Instagram accounts assist satisfy these distinctions.
9. Campus Protein: focusing on audiences to build communities
Campus Protein was founded by college students, for students (hence the name). The supplement brand has since scaled beyond college campuses into a multi-million dollar operation, however it still targets school students through its messaging and advertising efforts.
Growing from one campus in 2010 to 300 by 2016, Campus Protein saw fast progress through its Campus Rep program. Today, not only do reps make as a lot as 12% fee, however by way of reps, Campus Protein has additionally been capable of directly attain scholar populations—versus promoting to them from generic store shelves.
Moreover, Campus Protein has also supported reps as they’ve started and grown their career—either at Campus Protein itself or via another full-time job.
This approach has allowed the model to inadvertently construct a loyal group of Campus Protein fans, making certain that customers will make repeat purchases and that reps will profit.
10. SweetLegs: simplicity makes sales
SweetLegs sells leggings to ladies of all shapes and sizes. But apart from an incredible, inclusive product, what units the brand aside is the truth that it favors simplicity over the issues of conventional enterprise ecommerce platforms.
In 2016, the SweetLegs web site crashed on crucial shopping weekend of the yr: Black Friday. In the aftermath, this multi-million-dollar model decided it couldn’t face 2017’s vacation season exposed to the same dangers.
So, it decided to re-platform one month before Black Friday.
“On October sixteen, we picked a normal template, paid a agency to migrate our knowledge, and had been up and operating by November 1,” says Chris Pafiolis, CEO of SweetLegs.
“With our craziest month to date—$2 million in gross sales, over 10,000 transactions, and insane amounts of traffic—we no longer fear about sending advertising emails in batches or crashing the positioning. We can actually concentrate on rising our business!”
Simplicity means you’ll be able to spend more time taking good care of what issues. Since then, SweetLegs has continued to develop and luxuriate in seamless transactions.
eleven. GuardLab: revolutionizing teeth, digitally speaking
Would you ever consider buying a mouth guard online? If I told you that athletes across the country—including from the New England Patriots, Toronto Blue Jays, and University of North Carolina basketball team—were doing it, wouldn’t it change your mind?
Sports know-how firm GuardLab is revolutionizing the way athletes purchase mouth guards. It’s included an online-to-offline (O2O) strategy that takes the concern out of the shopping for process.
To buy a mouth guard, clients must submit a dental scan, both via an at-home package or their local dentist. Athletes can even customize their mouth guard with their name, team emblem, or country’s flag.
Better but, GuardLab retains every customer’s scan on file so athletes solely should submit a custom scan once.
If having O2O is part of your technique, it’s important you might have the methods in place to make sure a seamless experience for patrons. It’s additionally helpful to display customer reviews and testimonials to build trust with potential buyers.
12. Fabletics: using customer data to its full potential
Fabletics has taken athleisure to a new level by offering customers a VIP subscription membership. These customers take pleasure in curated month-to-month outfit decisions at a lowered price.
Dustin Netral, Senior Vice President at Fabletics, says, “We use this data to project inventory. We can see past purchase behaviors and attribute a transaction.”
By asking new members seven targeted questions about their life-style and magnificence preferences, in addition to using their past purchases as predictors, Fabletics can personalize outfits for each member.
What’s more, by using its online data, the model can improve the offline experience for patrons. It’s a win-win for each Fabletics and its followers.
In today’s online world, we now have the know-how to maintain observe of our clients’ likes and purchasing behaviors. With the correct permissions in place, utilizing this data to enhance a customer’s expertise will outcome within the elusive yet oft-mentioned “surprise and delight” factor.
thirteen. Active Truth: actively simplifying the again end of ecommerce
Active Truth was founded on the premise that women deserve higher from the activewear market. While working full-time jobs, founders Stevie and Nadia launched Active Truth with one hundred pairs of tights in a plastic tub, a homemade web site, and no advertising finances.
How did they get to where they’re today—with six full-time workers, a large warehouse, and a dedicated HQ? By investing in simple but sturdy ecommerce solutions that allowed the corporate to concentrate on expanding its mission and imaginative and prescient.
The Active Truth group was bored with managing the website at all hours of the day, so that they sought a low code ecommerce platform—Shopify Plus. The transfer let Active Truth “set and forget” its operations, however this didn’t have an effect on its efficiency.
In fact, as quickly as it replatformed, Active Truth’s conversion price elevated by almost 50%.
Whether your fitness ecommerce brand is working from a plastic tub or large warehouse, a easy yet effective ecommerce platform can do wonders for your small business.
14. Mava Sports: giving load times the one-two punch
Can a few seconds have an result on sales? Absolutely.
A slower web page response can lead to larger bounce charges and cart abandonment. Even a one-second lag in your page’s addContent can result in 7% fewer sales. And if you’re pulling in $100,000 a day, that provides up fast.
For athletic firm Mava Sports, that was unacceptable.
“You can have the most effective promoting, but if the folks don’t anticipate the web page to load, it’s useless,” explains Vali Vetan, Mava Sports coding whiz.
So, what did Mava Sports do about it? Vetan and his team removed as many non-essential apps and plug-ins without compromising the customer’s expertise. They saved only the important content and apps to load instantly, and using the LazyLoad script meant even those needed items would solely show once the web page was rendered.
Thanks to all these tweaks, the Mava Sports web site now masses five occasions quicker. Having all of the bells and whistles is good, but if it comes at the value of a quicker website, is it worth it?
Understanding what’s important to the user expertise and removing what isn’t might help velocity up your pages and make guests keep longer.
15. Kayla Itsines: leaning into the raw, aspirational aspect of fitness
Kayla Itsines is a worldwide fitness phenomenon. She was voted certainly one of Time’s 30 Most Influential People on the Internet in 2016 and made Australia’s Young Rich listing in 2021.
In 2008, Itsines grew to become a fitness center trainer when she finished faculty. She labored with ladies who all had the identical fitness targets: slim down, but don’t bulk up. When the machine-based lessons she was leading didn’t seem to do the trick, she switched to aerobics. Women liked the classes, and Itsines noticed way higher results.
Friends began asking Itsines for help with nutrition and fitness. In return, Itsines wished earlier than and after pics to share on Instagram. She received seen by girls all around the world who began asking Itsines for steering. From there, she built her brand into the $160 million empire it’s today.
Her nearly 14 million followers on Instagram and near 30 million on Facebook didn’t happen overnight.
She centered on the aspirational aspect of fitness, and it really works as a result of actual girls in the actual world started exhibiting their results and spreading the Itsines gospel.
Another noteworthy tactic? Her products pages all have a “Recommended for you” section to assist information prospects and drive upsell. These strategies work best when you’ve a loyal customer base that trusts your suggestions.
Customers like figuring out what to anticipate from brands, and so consistency helps transfer you forward. The takeaways from Itsines are to be true to yourself and your brand.
Fitness ecommerce: bigger, better, sooner
These standout fitness ecommerce websites have shown us that:
* Using buyer data helps inform decisions
* Giving your customers an incentive to stay motivated helps build loyalty
* Unifying O2O methods helps solidify connections
* Leveraging social media for a global marketplace helps reach clients worldwide
The adage of considering exterior the field (or in this case, thinking outdoors the gym) isn’t lifeless simply but.