Product Owner & Customer Experience Lead2011 — 2014
Gymgrossisten
Launching new verticals through product and customer experience
Introduction
Gymgrossisten was growing fast, and the next stage of that growth meant standing up entirely new verticals rather than simply scaling the core store. My role was to define the go-to-market strategy for each — bringing together range design, customer experience, platform design and brand positioning into a coherent proposition.
That work spearheaded the launches of Milebreaker.com and Bodystore.com, while establishing and scaling the cross-functional product team behind them.
During the same period, CDON Group reorganised its sports, fitness and health businesses under a new company, HSNG — Health and Sports Nutrition Group. I supported the formation of the new group through brand development and communication, helping create a shared identity for a growing portfolio of specialist businesses.
Approach
Expanding the audience without stretching the brand
Gymgrossisten had built a strong position around dedicated fitness and strength-training customers — an audience with high product knowledge, clear goals and a strong connection to training and performance.
The opportunity was to use the capabilities behind Gymgrossisten — e-commerce, sourcing, logistics, product expertise and digital product development — to reach beyond that core audience without diluting the brand that had made the business successful.
Rather than stretching Gymgrossisten to mean more things to more people, we created distinct propositions for different customer needs. Milebreaker expanded into endurance sports and performance, while Bodystore opened the business to a broader health and wellbeing audience.
Each vertical therefore needed more than a new storefront. The range, customer experience, platform and brand positioning had to be designed together from day one — so that each brand could speak credibly to its own audience while benefiting from the capabilities of the wider group.
Gymgrossisten.com
The original strength and fitness destination — built for a knowledgeable audience with clear training goals and a strong connection to performance.
Milebreaker.com
Expanded the group into endurance sports and performance, speaking to runners and athletes training for distance.
Bodystore.com
Opened the group to a broader health and wellbeing audience, beyond those already committed to dedicated training.
About
Gymgrossisten — Product Owner & Customer Experience Lead, 2011 — 2014.
Capabilities
- E-commerce
- Product Strategy
- CX
- UX
- Product Design
- UI
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