Fitness & Wellness eCommerce · Foundation + Visibility · Shopify rebuild · Sept 2026
Case No. 02EQUIPT Movement
Found by people, by Google, and by the machines.
EQUIPT Movement makes the Ubarre and Uwraps, stocked in hotels like Canyon Ranch and Bacara and covered by The New York Times, Vogue and the Financial Times. The storefront did not match the brand: a locked 2019 theme, empty collections behind the main menu, placeholder reviews and 175 unlabelled images. We rebuilt it page by page, and proved every fix with third-party crawls and Google's own scores.
- AI search readiness
- 99%ChatGPT, Gemini and AI shopping agents
- Site issues
- 52113374% fewer, same 50 pages
- Accessibility
- 78100SEO also a perfect 100
- Saved every year
- $2K+five usage-billed apps removed
Where we started
116 issues, logged line by line.
Before touching the design, we audited every page and logged each issue with a location and a fix. The headline finding: three of four product links in the main navigation led to empty or wrong collections. The hero product was unreachable from the menu.
- “UBARRE” opened an empty collection: “Sorry, there are no products”
- “UWRAP” showed a sold-out legacy item and a cleaning spray
- Four homepage reviews signed “First Lastname”
- A share image served as SVG, so the homepage shared blank on social
Issues found, by category
Google PageSpeed Insights
Two perfect 100s from Google.
Accessibility up 28% to a perfect 100, SEO up 18% to a perfect 100, performance up 18%, and best practices held at 96. The fog arc is where each score started.
100
Accessibility
was 78
100
SEO
was 85
77
Performance
was 65
96
Best practices
was 96
Semrush site audit
Three out of four issues, gone.
521 issues down to 133 across the same 50 pages. Every broken link eliminated, and 97% of errors cleared.
Reduction by severity
Checks cleared
Six checks cleared to zero.
Each row is a Semrush check, before and after our fixes. Hover a row for the detail.
AI search readiness · 99%
Built to be found by ChatGPT, Gemini and AI shopping agents.
Search is no longer only Google. We made the store legible to the machines that now recommend and even buy products on people's behalf.
llms.txt published
A plain-language brief of the brand, products and policies, written for AI crawlers and linked from every footer.
Agentic browsing: 4 of 4
Up from 2 of 4. AI agents can now read, navigate and shop the store.
Every image described
100% of missing ALT text fixed, so machines understand every product and colour.
$2K+ a year saved
Five usage-billed apps removed and rebuilt into the theme. Fewer scripts, lighter pages, faster loads.
What we built
A new storefront, page by page.
Migrated off a locked 2019 build to a modern, section-based theme the team can edit themselves, then rebuilt every page that sells.
New homepage
Founder story, product narratives, press wall, wholesale entry and a colour chooser.
Wholesale hub
A partnerships landing page routing buyers into three dedicated funnels.
Wholesale catalog
Self-serve 4-packs and 10-packs at wholesale price. No application, no email chain.
Press and features
Upload blocks per outlet, so new coverage goes live in minutes.
The Ultimate Kit
A clean product page for the flagship bundle, off the options apps.
One journal
Two competing blogs merged into one, with tagged Founder Notes and News.
Navigation that sells
Shop links straight to Ubarre, Uwraps and The Ultimate Kit. New Wholesale menu for Studios, Hotels, Corporate and Events.
Real proof on the homepage
Placeholder reviews replaced by seven dated press quotes: The New York Times, Financial Times, Vogue, Elle and more.
Wholesale funnels
Three buyers, three dedicated funnels.
Every funnel ends in a structured inquiry form, so leads arrive qualified instead of buried in the inbox.
Studios and gyms
“The equipment your members ask you about.” Six reasons studios buy, owner testimonials, a transparent wholesale table and a four-step order path.
Hotels and hospitality
In-room wellness for the wellness traveller, built on real placements like Canyon Ranch and Bacara Resort.
Corporate and events
“The gift nobody puts in a drawer.” Co-branded gifting with a client wall (CB2, Staud, Anthropologie) and tiered pricing.
Qualified by design
Each path ends in a structured form, so the team knows who is asking and what they need before replying.
Product photography
One photo standard across the whole catalog.
Every product reshot or regraded to one shape and one backdrop, so the store finally looks like the brand in the press. Lifestyle shots keep their real settings; product shots sit on the shared backdrop.
- Every image
- 4:5
- Backdrop colour
- 1
- Of products
- 100%
Exported at 2400 × 3000
A warm Mushroom greige that lets product pop
Reshot or regraded to match
Phase two
Bringing the legacy pages onto the new build.
Policy truth: one 30-day return window across Shipping, FAQs and product pages, matching the new homepage promise.
The Workouts page rebuilt on the new template with working filters, and orphaned collections retired with 301 redirects.
Mobile speed: compress the hero video and defer below-the-fold media to push mobile performance into the 90s.
- Site issues
- −74%
- Site errors
- −97%
- AI readiness
- 99%
521 to 133
every broken link gone
agentic browsing 4 of 4
Results are specific to this client and period, from client-provided or platform data. They are not typical or guaranteed; outcomes depend on your business, market, budget and other factors.
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