The situation

Spartan sells fitness equipment to commercial buyers as well as to homes: hotels, multi-family buildings, schools, gyms and public facilities. Those buyers don’t add a treadmill to a cart. They want the right equipment for a space, volume pricing, delivery and installation, and a person to talk to. Spartan needed a website built for that conversation.

What I noticed

Shopify is built to sell products online, and most themes assume a checkout. The harder problem sat underneath: product information arrived from suppliers in different formats, with inconsistent names, specifications and categories. A quote website is only as useful as the range buyers can actually find and compare.

What I did

  • Owned the build end to end. Branding, look and feel, site structure, features and implementation, gathering feedback and approvals from management and sales along the way.
  • Turned a store into a quote experience. Started from a default theme and customised it extensively with AI-assisted coding: menus, footers, sliders, banners and site functions. Added a quote app for uploads and the other requirements Shopify doesn’t cover out of the box.
  • Gathered the range. Working from broad supplier and brand direction, I identified the relevant commercial products and gathered roughly 1,000 candidates.
  • Standardised the supplier data. AI-assisted extraction and batch file preparation brought inconsistent supplier information into one format. I then organised the categories, filters and product cards.
  • Kept the range accurate. Worked through supplier changes and product eligibility with sales, revising what should be listed.

The work, with context

Select an image to enlarge it.

Spartan Commercial homepage
Homepage: buyers are routed by industry and service, with a consultation booking always in reach.
Category page with sub-category and brand filters
Category pages: standardised supplier data feeds sub-category and brand filters across the range.
Product page with price on request and a shortlist button
Product pages: price on request, a shortlist instead of a cart, and a downloadable spec sheet.
Consultation booking page
Consultation: buyers choose a virtual meeting, a phone call or a site visit.
Spartan Commercial homepage on a phone
The same quote experience on a phone.

What happened

The site went from a default theme to a live quote website in about six weeks, with categories, filters and product information across the commercial range. It is live at commercial.spartanfitness.ca.

What I’d bring to your team

Websites built around how the customer actually buys, with the unglamorous data work done properly so the site stays useful after launch.