Geb - Gym Elastic Band Sports equipment e-commerce development
Sports equipment e-commerce development Web
E-commerce development for sports equipment
For the Geb Gym Elastic Band e-commerce platform, our development team chose Magento, the CMS on which we design all the e-commerce websites created by our agency. The graphic concept, based on the brand identity, was to focus exclusively on the product and how it is used.
This project has a feature that sets it apart from other e-commerce sites: the catalogue is not broad, it is deep. There are no hundreds of items to organise into categories, but one product available in different resistance levels, light, medium and hard, and with different accessories, handles or ankle straps, plus a kit option.
This reverses the priorities. In a single-product e-commerce site, navigation is of little use because there is nothing to search for: what matters is explaining the difference between the variants and showing how to use the equipment. That is why we gave space to video on the home page, which shows the product in motion better than any description, and built the product pages around choosing the right resistance.
The platform nevertheless includes all the features of a complete e-commerce site: customer area with registration, wishlist, cart and checkout. The brand positioning, summed up on the home page by the promise of a band that does not break, also guided the content approach, centred on the strength of the material.
A single-product e-commerce site is a different problem
Most of the work on an e-commerce site concerns the catalogue structure: categories, filters, search paths. With Gym Elastic Band none of this was needed, because there is only one product. The problem shifts elsewhere: explaining the difference between the resistance variants and showing how to use the equipment.
That is why we put video on the home page instead of a product grid. A resistance band in motion communicates in a few seconds what a paragraph cannot explain. Recognising what kind of problem you are facing, before applying a template, is the part of the work that decides whether an e-commerce site sells or remains a shop window.
NewVisibility was founded in 2013 by Andrea and Luca, lifelong friends who had already been building websites for several years before giving themselves a name, and who now have more than 20 years of experience. Since then we have worked with more than three hundred clients. We are a team on a human scale: you speak directly with the people working on your project, with no intermediaries, even after launch.
Read our manifesto
NewVisibility, a web development agency in the province of Como, which developed the platform on Magento and handled the graphic design and product pages.
Elastic fitness equipment, available in different resistance levels and configurations, with handles or ankle straps, also as a complete kit.
Navigation matters little, because there is no catalogue to explore. The work shifts to explaining the differences between variants and showing how the product is used.
Because elastic equipment is understood by seeing it in motion. The video communicates the product's use and resistance in a few seconds better than any description.
It is the central question of this e-commerce site, and the product pages are built to answer it: the light, medium and hard variants correspond to different training levels.
Because it offers a customer area, wishlist, cart and order management out of the box, and allows the catalogue to grow in the future without rebuilding the system from scratch.
Yes. We design sales platforms tailored to the type of catalogue, whether it is thousands of items or a single product in several variants.