Overview
Align-Pilates is one of the leading global providers of professional Pilates equipment, known for its commercial-grade reformers, studio accessories, and robust product engineering. With expansion into the North American market, Align needed a website and ecommerce system built to scale, convert, and compete in a saturated fitness equipment space. The brand required a digital presence that could support both rapid growth and long-term positioning, while reflecting the precision and quality of its products. For senior marketers, this meant building a platform optimized not only for transactions, but also for brand storytelling, lead generation, and seamless B2B and DTC experiences across multiple customer segments.
The Challenge
The previous website was outdated in both design and functionality, falling short of the expectations set by a premium Pilates brand entering a competitive market. It lacked the infrastructure to support a high-conversion ecommerce experience and did not reflect the quality or professionalism of Align-Pilates’ product line. The site was not built with the nuances of Pilates ecommerce in mind, such as showcasing technical specs, demonstrating equipment in use, or guiding studio owners through large-scale purchasing decisions. Discoverability in North America was minimal, with fragmented digital efforts across SEO, paid media, and email marketing that failed to work in unison. The brand needed a unified digital strategy to drive awareness, improve lead capture, and convert high-intent buyers across B2B and DTC channels.
Key Challenges
The ecommerce website lacked conversion-focused UX for Pilates reformer sales.
The brand had no SEO visibility for Pilates equipment in the US and Canada.
Product information was inconsistent and not optimized for Pilates search queries.
There were no localized ad campaigns targeting North American fitness professionals or studios.
Email campaigns weren’t segmented by customer type, lifecycle stage, or product interest.
Our Approach
We rebuilt Align-Pilates’ digital presence from the inside out—starting with a high-performance WordPress and Woocommerce website tailored for the complexities of Pilates ecommerce. From there, we deployed a multi-channel digital marketing system focused on discoverability, conversion, and customer lifetime value.
01
Custom eCommerce Build
Built a custom WordPress website using Woocommerce to support Pilates equipment variants, bundles, and accessories.
02
Localized SEO Strategy
Restructured site content and product taxonomy to rank for Pilates reformers, studio equipment, and accessories across North America.
03
Conversion-Optimized UX
Redesigned user flows to simplify product discovery, comparison, and checkout for both consumers and studio owners.
04
Performance-Driven Design System
Developed a modular brand system for use across ecommerce, digital ads, email newsletters, and promotional content.
05
Email Marketing Infrastructure
Created segmented newsletters and automations targeting studio buyers, home users, and repeat customers with Pilates-specific content.
The Solution
Prospekt delivered a complete Pilates ecommerce transformation—spanning custom website design and WordPress development, a localized digital marketing strategy for North America, and a full-funnel content and email system to support long-term customer acquisition and retention.
Custom WooCommerce Website
A high-performance ecommerce site tailored for Pilates reformers, accessories, and bundles with real-time inventory logic.
North America-Wide Google Ads
Launched targeted ad campaigns promoting premium Pilates reformers, home studio kits, and commercial equipment packages.
Search Engine Optimization
Implemented keyword-rich product pages and metadata focused on Pilates equipment search intent across the US and Canada.
Email Marketing & Newsletters
Rolled out automated flows and monthly campaigns with content around Pilates training, product education, and customer spotlights
The Results
12x
YoY Revenue
Website and digital marketing overhaul drove 12x increase in revenue from Pilates ecommerce sales across North America
+400
Organic Traffic Growth
SEO improvements made Align-Pilates one of the top-ranking brands for Pilates reformers and fitness equipment searches in Canada and the US
3.8x
Google Ads ROAS
Highly targeted Google Ads delivered strong return on ad spend for Pilates product-focused campaigns across key buyer personas
26%
Revenue from Email
Email marketing became a major sales channel, accounting for over a quarter of all ecommerce revenue with high engagement rates
