Case Study | Tacfit
Fitness Company Relaunches Its Brand for the Modern Digital Age
Company Overview
TACFIT, established in 1996, is one of the pioneers of unconventional training methods, inspiring brands like ONNIT. In 2019 it was purchased by MMA World Champion and 5th degree black belt Alberto Crane with the goal of resurrecting the brand. Concentric Management Solutions was brought on board to assist with the brand relaunch.
Challenges
- The company’s main site was outdated and in need of major updates to improve conversion. As the brand had been around for over two decades, there were more than twenty individual websites that made up the digital presence — which not only created an inconsistent brand experience but was not optimal for organic traffic.
- TACFIT had been spending money on paid advertising but they weren’t seeing a return.
- When COVID-19 hit, the brand found itself needing to pivot into the e-commerce space with digital products that would appeal to the needs of its consumer base, which now found itself under lockdown due to government mandates.
Solutions
Website Development and Migration
- A custom WordPress site was designed and developed in order to offer a faster, centralized web experience that would be easier for customers to navigate.
- 20+ separate websites were consolidated intuitively into one cohesive entity without losing traffic value from its historical Google indexing. This entailed structuring the content in a way that was user-friendly, answered customers’ questions, and clearly communicated product benefits.
- Custom functionalities were configured and implemented to run international fitness certifications online as well as in person, and to sell physical as well as digital products and services.
Search Engine Optimization
Paid Advertising
Product Consulting
Results
- After the consolidation of the brand’s websites into its new, optimized site, conversion rate hit a high of 15%.
- TACFIT’s new line of digital products created during the pandemic grew to become the brand’s #1 source of revenue.
- Paid advertising dramatically increased in effectiveness. By December 2020, there was an account-wide return of $7.05 on ad spend, ranging from $4.97 to a high of $12.20 for every $1 in spend.
“Wow man! I can’t believe how quickly this came together. I am beyond impressed. The branding is on point and the website is amazing. I can’t believe how many sales I’ve gotten in this short period of time! I can see the brand growing and I am really excited for the future!”
