Website Closers® presents an eCommerce business that operates in the online DTC space, selling waterproof audio technology. The heart of this business is the waterproof technology serving lap swimmers. Runners, cyclists, and other athletes have the ability to listen to music and podcasts while they work out but the ability to do that while swimming was nearly impossible until the company was founded in 2003. Customers rave about being able to listen to something while they are swimming laps. Some call it game-changing; others say that they can enjoy swimming for the first time.
The fitness swimming space is growing steadily. In the USA, the number of people aged six years and older swimming for fitness amounted to approximately 27 million in 2018. In 2010 that was just 17 million.
The industry itself remains an immensely lucrative one. The global fitness equipment market was $11.6 billion in 2020 and is projected to reach $14.8 billion by 2028, registering a CAGR of 3.3% from 2021 to 2028. That gives this company enormous growth opportunities moving forward.
The typical customer is a fitness swimmer between 35 and 60, evenly split between genders. The average customer purchases 1.27 units per order and spends $102 on the Shopify website and $82 on Amazon. The conversion rate is 2.5%, with a $13 customer acquisition cost.
Logistics are first-rate, and management has made operations as smooth as possible over time. All products are made explicitly for the company with its designs, and everything is sold under the brand name. The company stocks 100% of its inventory and fulfills orders themselves or via FBA for Amazon. Roughly 75 shipments are made each day.
The owner runs the business with only the help of a customer service agent and a shipping consultant. His primary tasks involve managing:
The company uses an Amazon PPC contractor with healthy results and sees a 3.9X ROAS across Google, Facebook, and Instagram.
Affiliate and influencer marketing are obvious next steps. After that, the company can refine email marketing to its 60,000+ database while growing it and keeping existing and potential customers constantly aware of specials, new products, and the brand in general.
Influencer marketing has been a game-changer in the fitness niche. Many businesses use influencer marketing to reach new audiences and drive online traffic and sales. Influencers are paid or given products to post a piece of content and express a particular opinion about a brand or product. Partnering with influencers relevant to the industry helps brands increase reach by getting in front of a new audience they may not have reached otherwise. For example, this company can work with swimmers with prominent followings to skyrocket sales while also working with triathletes, runners, and cyclists, as they launch their new products.
Incorporating a blog with keyword research onto their Shopify-built website would help drive organic traffic to the site and enhance sales through internet searches.
Given the brand’s success in the USA, international expansion is a highly profitable prospect. This would undoubtedly drive revenue further as they begin to extend operations to customers where demand is rife.
Many brands in this niche use event sponsorship as a marketing tool, which is ideal because it showcases a brand to their specific target market. There are thousands of US nationwide sanctioned swimming events yearly and thousands more in triathlon, running, and biking.
The brand has a similarly prosperous option of establishing a wholesale program that markets its SKUs directly to trainers, sporting goods shops, and fitness facilities. Each option would take this already profitable and successful business to new heights.
Of course, selling on secondary eCommerce platforms is an option, but adding products into additional verticals could increase revenue exponentially. Enticingly, for a new buyer, new products are ready for launch that expand the opportunities to triathlon, running, and biking markets.
The business website, built on Shopify, is clean and full of well-shot product photos. As a result, it’s straightforward to navigate and incredibly user-friendly. In addition, the images clearly show the SKUs and their key features, making the USPs clear.
This business has the history, customer base, and unique products that consumers love and appreciate and YOY growth, diverse sales channels, and profit margins that any new owner would envy. In addition, no specialized systems or skills are needed to operate the business, making it ideal for a first-time operator to run while presenting enormous growth potential for an eCommerce or wholesale expert.
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