Echelon Fit: From Trouble to Conversion

Client Overview

Echelon Fitness is a US-based fitness equipment brand offering connected cardio and strength products – bikes, treadmills, rowers, climbers, and more – sold directly to consumers online and through retail partnerships. With a growing global presence and websites spanning the US and UK, Echelon needed a digital infrastructure that could match its ambitions – and a unified global brand to go with it. When Mike Rabinovitz joined as CMO in November 2022, the eCommerce experience didn't reflect the brand's potential. The website was slow, the codebase was patchy, and the team lacked the deep Shopify expertise needed to drive real growth. That's when the collaboration with From Poland With Dev began – a partnership that spanned over three years.

Challenges

The website didn't match the brand's ambitions – these were the key challenges that needed solving.

Outdated website design across landing pages and PDPs that felt "janky" and didn't reflect brand quality
Complex discount, membership, and pricing logic that was difficult to manage and maintain reliably
Monthly seasonal campaign support requiring consistent, high-quality execution across banners, filters, and product logic
No structured process for partner pages (e.g. Disney, athlete collaborations)
Declining site performance caused by layers of ad-hoc scripts built up over time
Shipping logic needed to be reviewed, updated, and reimplemented
Active bot traffic at checkout going undetected and unaddressed
Operating four separate stores (US, Fitnation, Canada, Warranty, Mexico) with no unified workflow
Siloed US and UK website management creating redundant work and inconsistent brand experience

“From Poland With Dev worked like they were employees of our company, not contractors.”

Mike Rabinovitz

CMO of Echelon Fitness

Solutions

From Poland With Dev stepped in as a partner – proactively advising, consulting, and building scalable systems across Echelon's entire Shopify ecosystem.

Full UX/UI redesign process for PDPs across Strength, Cardio, and Recovery categories
Simplified, efficient codebase – untangling years of band-aid code and rebuilding logic cleanly
End-to-end campaign delivery including banners, discount mechanics, filters, and product configurations
A/B testing across the full Shopify theme, comparing cart logic and discount structures
Bot detection solution at checkout – identified unusual patterns and implemented a targeted fix
New partner pages built for brand collaborations (Disney, athlete partnerships)
Gift card implementation for both Echelon and Amazon
Checkout upgrades rolled out across all four stores
Marketplace feed connections: Facebook, Amazon, Google Shopping, and more
Review syndication and migration (Yotpo → Klaviyo) across US and CA stores
NetSuite integration for synced inventory, order data, refunds, and returns
Payment gateway integrations including Charge After and Katapult
Klaviyo integration with automated flows including abandoned checkout
AI flow agents and automation logic for data tracking
OneTrust cookie setup and compliance, GUUID implementation, Checkout Extensions

Work we’ve delivered

From redesigning product pages to building campaign infrastructure and integrating enterprise tools, here's a breakdown of what we delivered.

PDP Redesign (Strength, Cardio & Recovery)

Full UX/UI process from scratch to launch – redesigning product detail pages across all major Echelon categories to be cleaner, sharper, and conversion-focused.

UX/UI

CRO

Shopify Development

AI Flow Agents & Automation

Set up AI-powered flow agents and automation logic to handle data tracking and streamline operational workflows.

AI Development

A/B Theme Testing

Set up and ran A/B testing across the full Shopify theme, comparing cart logic and discount structures between PDP versions and presenting results.

CRO

A/B Testing

Bot Detection & Checkout Protection

Discovered abnormally high bot activity at checkout, identified the pattern, and implemented a targeted solution to minimise impact.

Shopify Development

Checkout Optimization

Checkout Upgrades (4 Stores)

Upgraded checkout flows across all four Echelon stores with Shopify Discount Functions, Cart Transform extensions, and new payment gateways.

Checkout Optimization

Shopify Development

Tech Stack

Frontend

Shopify

JavaScript

NetSuite ERP

Google Tag Manager

Google Analytics

Backend

Shopify

JavaScript

NetSuite ERP

Google Tag Manager

Google Analytics

Platform

Shopify

JavaScript

NetSuite ERP

Google Tag Manager

Google Analytics

DevOps

Shopify

JavaScript

NetSuite ERP

Google Tag Manager

Google Analytics

Design

Shopify

JavaScript

NetSuite ERP

Google Tag Manager

Google Analytics

Other

Shopify

JavaScript

NetSuite ERP

Google Tag Manager

Google Analytics

Results

The results speak for themselves – a faster, sharper, more conversion-ready website that looks and feels like the global fitness brand Echelon is.

Website performance significantly improved – faster load times and smoother handling of complex discount and membership logic
PDPs look and feel modern, sharp, and conversion-ready – a dramatic before-and-after visible across all product categories
Measurably improved conversion rate, bounce rates, and web KPIs – tracked directly through Shopify reports
Cleaner, more navigable homepage experience – streamlined from a convoluted, pop-up-heavy layout to an intuitive browsing flow
Bot activity at checkout identified and effectively minimised
Four stores managed simultaneously with consistent campaign execution
Scalable infrastructure in place for seasonal campaigns, automation, and global expansion

Conclusion

When Mike Rabinovitz joined Echelon in late 2022, the website was held together by scripts on top of scripts and a team that knew a little about everything, but not enough about anything. From Poland With Dev came in and changed that – bringing deep Shopify expertise, proactive problem-solving, and a collaborative style that felt like an extension of the internal team rather than an outside vendor. Over two-plus years, the team redesigned PDPs, built campaign infrastructure, launched marketplace connections, integrated enterprise tools like NetSuite, and even caught and fixed a bot problem no one else had spotted. The result: a website that finally looks and works like the global fitness brand Echelon is. From Poland With Dev's work directly improved conversion rates, bounce rates, and key web KPIs – measurable, trackable results that speak for themselves.