244× ROI: Atletica pairs every rack with the bench, barbell and plates that fit it
244× Return on Investment
The shop
Atletica sells strength and fitness equipment for home training and commercial gyms. The range is split into power racks, multi-stations, strength machines, cardio, weight benches, dumbbells, weight plates, barbells, functional fitness, handles and accessories, flooring and outdoor racks. The racks alone come in several series such as R8, R7 and R5. The shop runs on Shopify and is available in 10 languages and 6 currencies.
The challenge
A rack is rarely a single purchase, it is the start of a training station. What fits depends on technical details: which bench fits the rack, which barbell suits the training, which plates fit the bar, which accessories fit the series. Someone training in a gym needs different equipment than someone setting up a station in the basement.
Bestseller logic doesn’t know these relationships and recommends whatever is selling well next to the rack, even if it was already in the basket or doesn’t fit. Maintaining rules for every series and every combination by hand would be a permanent project at this depth and in 10 languages.
The use case: cross-selling and Fresh Finds
Avys reads the product data from Shopify and understands each product by its role in training.
Cross-selling towards the complete station. Whoever buys a rack from the R8 series such as the R8 Bradley EXO doesn’t get random bestsellers but what turns the rack into a working station: an adjustable bench like the B10, a barbell like the Gamma powerlifting bar, bumper plates and flooring for the spot where it stands.
Fresh Finds that fit the equipment. Avys presents new products to the customers they are relevant for. Someone who already owns a rack and a bench sees new accessories and attachments, someone who mainly trains cardio rather sees new arrivals in that area.
Copy, product selection and timing are created for each customer individually, in the language they shop in.
The result
244× ROI over the last 90 days.
The ROI compares the revenue from orders placed within up to ten days of opening or clicking an Avys email with the cost of Avys over the same period.
