Fitshop is Sportfitness's second storefront, built only for home gym buyers in Colombia: starter kits, resistance gear and accessories. MercadoPago instalments sit on the product page so a first-timer can see the monthly cost before deciding.
- Client
- Fitshop
- Year
- 2024
- Timeline
- 2 months
- Industry
- Sports & Fitness
- Web
- Visit site ↗
Impact
- Home GymStore FocusDedicated buyer segment storefront
- PDPCuotas PlacementMercadoPago instalments at product level
- 0Brand ArchitectureStorefronts under Sportfitness umbrella
- LiveStatusActive and selling
Figures reported during the project; independent verification pending.
The challenge
Home gym demand in Colombia took off after the pandemic: yoga mats, resistance bands, kettlebells, dumbbells, pull-up bars. That buyer is a different person from the one browsing the full Sportfitness catalogue. They are motivated, they have already decided to train at home, and they are choosing between a COP 80,000 band set and a COP 1,200,000 multi-station.
On tienda-sportfitness.com both intents shared one navigation. The home gym buyer landed in a catalogue built for someone else, saw too many options, and left before finding the right path.
What we built
We built Fitshop as a separate Shopify storefront under the Sportfitness umbrella. The SKU set is limited to home gym categories, organised into starter kit bundles and progression tiers from beginner to advanced.
MercadoPago cuotas appear on the product page, the same placement we use on Sportfitness, where session data supported the decision. GTM and GA4 run across both stores so we can see how much the two audiences overlap.
Key features
- Dedicated home gym brand separate from full catalogue
- Starter kit and bundle architecture
- MercadoPago cuotas at product page level
- Progression-based equipment tiers (beginner to advanced)
- GTM + GA4 cross-store analytics
- Mobile-first design for impulse purchase
Results
The store is live as a dedicated home gym brand, with a focused catalogue and financing on every product page. Audience overlap is still being measured in GA4.
Stack
- Shopify
- Liquid
- MercadoPago
- GTM
- GA4
- Hotjar
Gallery
The operator note
Fitshop is the clearest case we have for why one store cannot serve two buyers. The Sportfitness customer is researching a COP 3,000,000 treadmill and wants specifications, side-by-side comparisons and a person to talk to. The Fitshop customer is buying a COP 120,000 band kit on a Wednesday night because their gym membership lapsed.
Splitting them was an operations call, not a marketing one. The cost is a second store to maintain, with a theme and apps of its own and prices to update in two places. We took that on rather than keep confusing high-intent buyers with a catalogue that was never built for them.