An Iconic Brand Held Back by an Outdated Store
Everlast has been making boxing and fitness equipment for over 100 years. The brand is trusted by professional fighters and fitness enthusiasts worldwide and is one of the most recognised names in sport.
When they came to us, the site was running on a default theme with limited product filtering across a large catalog. A $230 professional boxing glove was being presented the same way as any commodity product. The store was also serving two very different audiences at once. Serious athletes buying technical equipment, and lifestyle fitness buyers, with no architecture built to handle both. A trade portal did not exist. Inventory issues were causing amendments on a significant portion of B2B orders.
Built for Champions, Built for Scale
01.
Performance-First Theme Rebuild
The new Shopify Plus theme was built to sub-2s LCP. Lazy-loaded product photography, comparison tables baked into collection pages, and a structured data layer for Google Shopping. Every section was componentised for the merchandising team to manage without developer support.
02.
Sport & Discipline Navigation Architecture
We restructured the catalog around how athletes actually shop: by sport (Boxing, MMA, Fitness, Running), then by equipment type. Guided product finders for gloves and bags matched customers to the right spec for their level and discipline. Catalog abandonment dropped 38%.
03.
B2C & Trade Checkout Architecture
A dual-checkout system allowed retail and trade customers (gyms, fight camps, wholesalers) to experience appropriately different pricing, minimum order logic, and payment terms, all within a single Shopify Plus store. Trade accounts self-managed their order history through a custom portal.
04.
Rebuy Cross-Sell & Bundle Engine
Rebuy-powered recommendations were implemented at PDP, cart, and post-purchase stages. Intelligent bundles (gloves, hand wraps, bag, training guide) lifted average order value by 21% within six weeks of launch and created a meaningful new revenue stream from accessory attach.
“We needed a store that could handle the complexity of the brand: serious athletes, casual fitness buyers, and trade accounts, all in one place. Ecomm Wizards built exactly that. The conversion numbers and the trade portal revenue both exceeded what we projected.”
Daniel Summerson
Managing Director, Everlast Gyms
