Equipped Gym sells rubber gym flooring, dumbbells, weights, racks, benches and Concept2 cardio kit across the UK. Since August 2025 I've rebuilt the store, the email and both ad accounts from the ground up, so customers get one consistent journey across every platform: from the first ad they see at the top of the funnel, through the store and checkout, to the repeat order.
Ads and store scaled together, with the business staying profitable as spend grew.
Rubber gym flooring is Equipped Gym's hero product, and it's a fiddly thing to buy online. Customers need to know how many tiles, which thickness, and what it costs with and without VAT, often for a commercial gym rather than a garage.
The job: a store that answers those questions on the page, an email programme that brings buyers back, and Google and Meta campaigns that send the right people to it. One person on all four, so a change in one shows up in the others.
Theme, email and both ad platforms, run together rather than as separate projects.
A custom theme built for how people buy flooring and equipment, not a template with bolt-ons.
Built out end to end: automated flows across the whole customer journey, from first sign-up to a personal thank-you from the founder after every order, plus back-in-stock alerts tied into the theme.
The account used to run every product through the same campaigns. I rebuilt it around the hero products, so gym flooring gets campaigns of its own and the rest of the range is split by category and profitability. Every pound of spend is aimed at profit, not just revenue.
Meta built the same way: hero products get their own prospecting and retargeting, with budget weighted towards what's most profitable, and fresh creative from a pipeline I built for the brand.
From August 2025 to September 2026, the account scaled on non-brand demand. Hero products get their own builds, and every campaign is judged on the incremental revenue and new customers it brings in.
The products that carry the range, gym flooring first, get their own campaigns, budgets and targets, so they aren't averaged away by the rest of the catalogue.
Brand campaigns are paused, so every pound buys demand the store wouldn't have had otherwise, rather than paying for customers who were already on their way.
What matters is whether spend adds new customers and revenue, not just the ROAS it reports. Budget scales where it does, and comes off where it doesn't.
Google Ads, 1 August 2025 – 30 September 2026. Figures rounded down; actual ROAS is revenue divided by spend.
An end-to-end pipeline that turns any product into on-brand Meta ads: researched, briefed, generated and checked, with every concept exported for both feed and Stories.
Every ad starts from the live product: the exact variant, current price, dimensions, real reviews and customer photos.
An audience, a problem and a testing hypothesis per concept, from home gyms to commercial studios.
AI image generation in the brand's colours and type, with the real product front and centre and each format recomposed, not stretched.
Every export is reviewed at phone size against Meta's safe zones, then validated automatically before it ships.
The old listing leaned on six dark infographic images with the detail baked in. The new page puts thickness, colour, price and reviews where shoppers can use them.
Flooring is sold by the square metre, but customers think in room sizes. The calculator takes the length and width, adds a 10% cut allowance, lets them choose finish and thickness, and puts the right number of tiles and connectors in the basket.
Highlights from the work log. Every one is live on the store today.
Thickness and colour selectors, per-tile pricing inc and ex VAT, the "#1 Cheapest Gym Flooring In The UK" badge and reviews.
Slashed prices on each tier and nudges that show how close you are to the next discount.
Trade and commercial buyers see the number they actually care about.
Storage racks on dumbbell and kettlebell pages, barbells on weight plates, a weight bench upsell on dumbbell sets.
Collection pages written and set up to rank, with the technical SEO handled.
An installation enquiry page and product page CTA, Klaviyo back-in-stock, and Trustpilot built in.
Shoppers see the range sooner, so fewer leave before they buy.
I've spent 7+ years in paid advertising, agency-side and in-house, most recently as Head of Paid Search for 3+ years at Soar With Us, a D2C agency, growing brands to 8+ figures. I've since started Pavegrowth to continue my love of building and growing brands with that expertise.
Alongside the ad accounts I build Shopify themes, iOS apps and software products, including my own. Growth marketing and development under one roof. I utilise AI workstreams to support moving faster & streamlining internal & client workflows to ensure efficiency, whilst the strategy, judgement and accountability are mine. You talk directly to the person doing the work.
Thirty minutes to get to know your brand, your goals and where the growth is. No pitch deck, just a straight conversation about where we'd take it next.
I'll get back to you shortly about your request. Looking forward to learning more about your project & goals!
