Our team found a storefront that worked and a customer journey that did not. Fitness content, products, and classes lived in separate places across the retailer’s digital operations.

The client was a US fitness retailer with about 30 employees. Replacing Shopify would not have fixed the disconnected workflows our team found during its review.

The Existing Ecommerce Stack

Shopify handled products, shopping carts, and secure checkout for the retailer’s online store. The business sold equipment, digital training programs, and outdoor workout classes to online customers.

Training content, trainer information, and class schedules existed outside the connected shopping experience. Class-registration tools and HubSpot marketing also operated as separate systems from one another.

Where the Integration Problem Appeared

Customers navigated different pages to explore fitness information, buy equipment, and register for classes.…