How we engineered for a connected-fitness brand

The brand runs two production markets — US in USD and UK in GBP — as separate Shopify stores behind one Vercel-hosted front end, with real dev, staging and production environments in between. Hardware sells across six colourways at price points from $1,995 to $2,950, and membership is modelled as a family of subscription-length products rather than a single recurring SKU, with terms running from one month out to three years.

Layered on top of that is an extended-warranty integration and 68 service-part SKUs moving through reverse logistics — replacement parts shipped out, defective ones tracked back in, through the same commerce backend that sells the hardware itself. None of it can drift out of sync with the marketing site, which talks to the storefront over its API rather than living in the same codebase.

We worked the integration layer: wiring cart and checkout logic between the marketing site and the Shopify storefront's API, keeping analytics and retargeting events firing correctly on both the US and UK stores, handling SEO metadata for the marketing pages, and building out several of the page designs the storefront runs today. That's engagement-layer and instrumentation work on a platform that already existed — the checkout domain, the two-market store split, and the membership and warranty data model were not ours to design, and we don't present them as if they were.

The engagement has run across multiple years and several template redesigns, through an expanding membership catalogue and a growing service-parts operation — the kind of continuity that's harder to fake than a single project handoff. We're still the ones doing the work.