Escalade Sports’ Multi-Brand Ecommerce UX.



Brand: Escalade Sports | Role: UX lead & National Art Director
About the brand: Escalade Sports (previously known as Pivotal 5) is an industry trendsetter in handheld fitness products, coupled with best in class programming, product development, product supply and sales distribution through retail, direct to consumer and fitness facilities worldwide.

The Situation: Escalade Sports was in the midst of taking their business model from a retail-first lens to an COMMERCE-FIRST business driver. This opportunity came about when the organization realized the retail space was becoming limited and their online presence was behind their competitors.

With Escalade Sports owning five in-house brands (LifeTime Fitness – Gym Equipment, PER4M Sports – Athlete Training Equipment, Rejuvenation Rehab – Rehabilitation Tools, Natural Fitness – Yoga, and KettleWork – At-Home Training) this gave the holding company the capability to sell in almost any health and wellness categories allowing retailers, buyers, and consumers to utilize Escalade brand as their go-to partner.

The number one problem the business was facing at the time was that the all of their brands had their own websites with their own back-end software, communication systems, front-end design, and framework…and this is where I came in. 😁

I focused directly on the merger of these .coms as well as the rebranding of a few brands… I mean I was there Art guy too. 😐

So what did this mean?
Needed to bring five different brands together under one roof. Make content e-comm enabled under one system. Leverage the consistent framework. Create the easiest to follow experience. And don’t mess it up.

Key deliverables included:
A Content Audit, Customer/User Interviews, Competitive Analysis, Mental Models, UX Strategy, Concept Models, Wireframes, Design (Look and Feel) Exploration, Photo-shoots & Video-Shoots (Natural Fitness + KettleWorX + PER4M), Visual & Interface Design.

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