Shopify store redesign for fitness brands

One store, several kinds of product

A legging, a kettlebell and a protein powder need very different product pages. Alternative product templates in the Shopify theme let each type show the information that matters: size and fabric details for clothing, dimensions and weight limits for equipment, ingredients and nutrition information for consumables. Without separate templates, product pages end up with irrelevant sections or missing information.

Planning templates by product type is one of the first decisions in a fitness store redesign.

Information by product type

Keep claims within the rules

Fitness marketing often uses bold language, but some claims carry legal requirements. In the UK, health claims for foods and food supplements are restricted to authorised claims used under their conditions, and advertising rules expect performance claims for products such as activewear or equipment to be supported by evidence. Before-and-after body images need particular care to avoid misleading impressions.

A redesign is a good moment to review product copy. We flag wording that may need checking; the brand and its advisers decide.

Helping equipment buyers

Navigation that suits fitness shoppers

• By activity

  Running, strength, yoga or cycling routes across clothing and equipment.

• By goal, carefully

  Goal-based collections can help, but avoid implying outcomes products cannot promise.

• By space

  Small-space or home gym collections for equipment.

• Subscriptions

  Easy reordering of consumables with clear pause and cancel options.

Training content and the shop

Workout guides, technique videos and training plans are natural content for fitness brands. Linking them to the equipment or clothing used, and placing short guides on relevant product pages, helps shoppers see how products fit into their routine. Advice should stay general and safe, and encourage people with health conditions to seek professional guidance.

Keeping the brand energy

Fitness brands are often visual and energetic, with action photography and video. These work well on the homepage and campaign pages. On product and collection pages, speed and clarity matter more, so heavy video should be used sparingly there. A redesign can keep the brand's character while making sure the shopping pages stay fast on phones.

Activewear sizing and fit

Activewear fit matters more than everyday clothing because it affects comfort during movement. Size guides with body measurements, fit notes such as compressive or relaxed, model details and fabric stretch information help shoppers choose. Where a brand has tested specific properties, such as opacity during squats, those results can be described precisely; untested properties should not be implied.

Back-in-stock alerts for popular sizes help retain shoppers when sizes sell out.

Bundles and kits

Starter kits, such as a set of resistance bands with a guide, or activewear sets, make buying easier for beginners. Bundle pages should list exactly what is included and state any saving accurately.