Express Gym Supply

Express Gym Supply was a fitness equipment retailer at the time of the engagement, selling commercial and home gym equipment direct-to-consumer through Shopify. They needed a redesign that captured more of the search demand for fitness equipment without sacrificing the trust signals their commercial buyers needed.

Shopify sites compete in saturated search categories, and fitness equipment is one of the more saturated. The redesign had to surface structured content, product hierarchy, and category clarity in a way the previous site didn’t, both for human shoppers and for organic search engines.

I rebuilt the Shopify theme around clean category architecture, deeper on-page SEO foundations (semantic structure, internal linking, content hierarchy), and product photography that gave each piece room to read. Trust signals, such as installation capability, brand partnerships, and customer testimonials, were threaded through the buyer journey rather than buried on a single page.

Note: the business has since pivoted to delivery and installation services rather than direct equipment sales; the current site reflects that pivot.

“Search-driven Shopify redesigns are mostly an information architecture exercise. Pretty themes are easy. Themes that crawl well, surface inventory cleanly, and route shoppers to confident decisions are the work.”