BLK BOX

Making specialist fitness equipment easier to buy online

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About

  • Shopify Design & Development
  • Shopify Plus

BLK BOX is a Belfast-based fitness equipment manufacturer supplying coaches, gym owners and athletes worldwide. Alongside a growing direct-to-consumer business, the company delivers equipment for commercial gyms at scale, with customers including PureGym.

Its catalogue spans more than 500 products, from racks and rigs to flooring, bars and accessories. For customers investing in specialist equipment, choosing the right product often requires comparing specifications, compatibility and intended use before a purchase is ever made. The website plays a central role in helping them make those decisions with confidence.

Brief

BLK BOX had doubled its manufacturing output, grown to more than 65 people and was rapidly expanding its direct-to-consumer business. Its existing Shopify store could no longer keep pace with the needs of a business serving both home gym customers and commercial buyers through a growing product catalogue.

The new Shopify Plus store needed to support both buying journeys while making technical products easier to discover, compare and purchase: every interaction needed to simplify complex buying decisions without reducing customer choice.

Approach

We redesigned the buying experience around the way customers choose specialist fitness equipment, rather than around the catalogue itself.

Navigation was restructured to make it easier to move between product categories, while advanced filtering helps customers narrow products by compatibility, weight ranges and technical specifications. Instead of working through hundreds of products, customers can reach the right equipment more quickly.

Product pages were redesigned to answer the questions customers are most likely to have before buying. Load ratings, materials, finish options and lead times are presented clearly, while upsell bundles and kit builders make it easier to build a complete setup in a single purchase.

Behind the scenes, we built a custom Shopify Plus theme that supports both direct-to-consumer and B2B sales. The modular architecture allows the BLK BOX team to manage a growing catalogue, launch products, handle high-traffic sale events and update B2B pricing without relying on ongoing developer support.

Every decision reduced complexity, creating a faster buying experience for customers and a more scalable platform for the business.

Impact

The result is a Shopify Plus store that combines a premium brand experience with the practical tools customers need to buy technical fitness equipment with confidence. The project was recognised with a Spider Award nomination for its blend of brand experience and functional depth.

"Working with Glaze has been a refreshing experience for our e-commerce team. After mixed experiences with other agencies, Glaze quickly became part of the BLK BOX team, bringing Shopify expertise, practical ideas and fast implementation."

Mile Canning, Commercial Director

  • 27%

    increase in online revenue

  • 21%

    increase in conversion rate

  • 39%

    increase in mobile transactions

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