Case Study

custom indoor cycles

COVID Pivot: Moving from B2B to B2C + E-Commerce Generates nearly $1 Million in Online Sales

700+ bikes sold in 2020
200 more than 2019

Background

We started conversations with Custom Indoor Cycles in February 2020, thanks to a referral from a current client. The Custom Indoor Cycles site was older, and was ready for an update to better showcase their capabilities and offerings. What began as a straightforward website design and development project turned into building a full on ecommerce engine with marketing to pivot the CIC Business Model thanks to Covid.

COVID-19’s Impact

Prior to the COVID-19 pandemic, Custom Indoor Cycles had sold exclusively to boutique indoor cycling studios all over the world, not to individuals. When COVID-19 hit, cycling studios and gyms closed, and they needed to pivot to sell bikes online to keep the business alive.  As many of their cycling studio clients turned to online classes and platforms, Custom Indoor Cycles helped support their riders with bikes.

Insights

Owner, Andrew Sandoval, has decades of experience in the fitness industry, including owning and managing fitness retail stores. So when he said, “We’ve got to sell online, and do it as quickly as possible!” RED66 responded!

Our approach to redesigning the site quickly turned to developing online sales options for fully assembled bikes, and shipping them all across the US.

Our first step was to implement an ecommerce option and create an online rental program for those in SoCal. This was done simply using a form with online payments and appropriate customer approvals and subscription based billing, but was the essential start to shifting the business to a completely online audience.

$1 Million in Online Sales

in 2020

As many small business owners can relate, my experience in working with web developers and marketing companies over the last decade has been incredibly poor until I was referred to Rebecca with Red66 Marketing. I am incredibly critical and “suffer” from lack of patience, Rebecca and her team accomplished what most would know to be impossible in not only launching a new website for my company but also developed and implemented a “Buy Now” option, not one but three rental programs, an affiliate program AND a paid search marketing program…ALL during a global pandemic…ARE YOU KIDDING ME?!? My expectations have been blown out of the water, simply put Rebecca and her team are nothing short of AMAZING!!! BEYOND THANKFUL for Rebecca and her team taking my company to the next level… 11 out of 10 STARS!

Andrew Sandoval

Founder, Custom Indoor Cycles

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The Solution

  • Enhanced website design, and ongoing process
  • Started with subscription forms for local rentals with recurring payments
  • Fully implemented WooCommerce e-commerce to sell all bikes online, which included testing  shipping options: from providing quotes before the sale, to free shipping with slightly increased bike prices to flat rate shipping, which resulted in the most consistent sales
  • Added paid digital advertising for key brands, competitive brands and those looking for indoor cycling bikes for home use
  • Enhanced on-page SEO
  • Implemented Facebook online stores, connected with Google Shopping
  • Retargeting and paid social ads were implemented and we saw return visit conversions increase
  • Brought in our SEO/SEM partner, Black Truck Media for additional strategy and execution on Google Ads and retargeting display/social ads.

We worked to help implement HubSpot CRM, added products & accessories for sale and continue developing strategies to support marketing to new indoor cycling studio clients.  This site and marketing work is now being maintained by a large team of experts, ranging from ecommerce, digital marketing, and more which will take them successfully into 2021 and beyond. Custom Indoor Cycles has added additional staff to support inside sales and more now that there are 2 channels with B2B to studios and B2C with direct to consumer home sales. And in the thick of it, we jumped in to help manage the bike rental program and answer customer questions, send shipping notifications and more, all to keep the sales momentum going for our client.

Results

Within 3 months into the COVID-19 pandemic, 400 indoor cycles were sold, when in the full year prior they had sold about 500 bikes. This dramatic shift and intense project helped Custom Indoor Cycles remain in business, keep their staff employed and connect with additional indoor cycling enthusiasts all over the world. With more than 700 bikes sold, nearly $1 million in online sales was generated in 2020 – most of which would not have been possible without the COVID pivot to direct to consumer sales and online sales tools.

Conclusion & Moving Forward

We worked to help implement HubSpot CRM, added products & accessories for sale and continue developing strategies to support marketing to new indoor cycling studio clients.  

This site and marketing work is now being maintained by a large team of experts, ranging from ecommerce, digital marketing, and more which will take them successfully into 2021 and beyond.

Custom Indoor Cycles has added additional staff to support inside sales and more now that there are 2 channels with B2B to studios and B2C with direct to consumer home sales.