--- title: Equipped Gym: a full growth system, from theme to ads · Pavegrowth description: New custom Shopify theme, email and repeat-purchase flows rebuilt from scratch, and Google and Meta Ads run against it. Sales up 178% year on year, from a six- to a seven-figure business. url: https://pavegrowth.co/work/equipped-gym/ --- [← Work](https://pavegrowth.co/work/) · Equipped Gym ![Equipped Gym](https://pavegrowth.co/_astro/logo.3r2zEPjQ_ZjAlWD.webp) # Equipped Gym: a full growth system, from theme to ads. 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. Client [equippedgym.co.uk](https://www.equippedgym.co.uk) Sector Gym equipment · UK Services Shopify theme, Email & CRM, Google Ads, Meta Ads ![Equipped Gym homepage on desktop: Built for strength. Made for fitness. Shop gym flooring from £17.99.](https://pavegrowth.co/_astro/home-d.DJFLAp9J_1agOr3.webp) Homepage on the new theme · equippedgym.co.uk Results ## From a six‑figure to a seven‑figure yearly business. Ads and store scaled together, with the business staying profitable as spend grew. +178% · Total sales, year on year +172% · Orders fulfilled, year on year 13.5× · Blended ROAS: £13.50 in revenue for every £1 of ad spend from Meta & Google +19% · Average order value from new customers, 2026 vs 2025 The brief ## Make the hard buy easy, then send people to it. 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. What I built ## Four parts, built from the ground up. Theme, email and both ad platforms, run together rather than as separate projects. ### New Shopify theme A custom theme built for how people buy flooring and equipment, not a template with bolt-ons. * **+32%** conversion rate since the new theme went live * 530+ fixes and improvements since launch * Product page built to convert, custom flooring calculator, bulk pricing ### Email and repeat-purchase flows, rebuilt 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. * **+38%** returning customer rate, year on year * **+70%** profit from returning customers, 2026 vs 2025 ### Google Ads, restructured 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. * Hero products like gym flooring in their own campaigns * The rest of the range structured by category * Products grouped by margin, with targets set on profit ### Meta Ads, same structure 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. * Hero products separated from the wider range * Product research before each creative brief * Fresh creative tested against the current best Google Ads ## Scaled on new customers, not brand spend. 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. £100k+ · Ad spend 3.7k+ · Purchases £1.2m+ · Revenue 12× · Google Ads ROAS ![Google Ads report from August 2025 to September 2026: £105k cost, 3,760 purchases, £1.27m revenue and 1,210% actual ROAS, with the revenue trend rising across the period](https://pavegrowth.co/_astro/google-report.Br86ZENq_ZrQyq.webp) The live Google Ads report: scaling profitably in a competitive landscape · Aug 2025 – Sep 2026 ### Hero SKUs, built out on their own 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. ### No brand spend doing the work 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. ### Measured on new customers 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. Creative pipeline ## From product page to finished ad. 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. 1. Research ### Facts first Every ad starts from the live product: the exact variant, current price, dimensions, real reviews and customer photos. 2. Brief ### One clear angle An audience, a problem and a testing hypothesis per concept, from home gyms to commercial studios. 3. Generate ### On brand, every time AI image generation in the brand's colours and type, with the real product front and centre and each format recomposed, not stretched. 4. Check ### Safe zones and QA Every export is reviewed at phone size against Meta's safe zones, then validated automatically before it ships. ### A few of the ads ![Meta ad: Old-school iron, new gym energy. 150kg cast iron plate set, £289.99](https://pavegrowth.co/_astro/ad-0.BeQFgoA9_Z1E7zJ3.webp) ![Meta ad: a five-star customer review over black rubber gym flooring in a home gym](https://pavegrowth.co/_astro/ad-1.xRv580Rg_2hrnpU.webp) ![Meta ad: Small price. Solid core. Hex dumbbell pairs from £4.99](https://pavegrowth.co/_astro/ad-2.C6-tHi-4_1hREe4.webp) ![Meta ad: From empty corner to training corner. 2.5 to 30kg hex dumbbell set with rack](https://pavegrowth.co/_astro/ad-3.CuTOsZef_Z1KCd5m.webp) Product page ## From infographic tiles to a page that sells. 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. ![New flooring product page: #1 Cheapest Gym Flooring In The UK badge, 4.9 stars from 131 reviews, £17.99 per tile inc VAT and £14.99 ex VAT, colour and thickness selectors](https://pavegrowth.co/_astro/pdp-cro-d.C_vwdaqz_cTGG9.webp) The new product page: per-tile pricing, colour and thickness selectors, reviews and the price badge above the fold · equippedgym.co.uk Flooring calculator ## Work out the whole order, not just the tile price. 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. ![Gym flooring calculator: room length and width inputs, 10% cuts and spares option, finish and thickness choices, and a live tile estimate panel](https://pavegrowth.co/_astro/calculator-d.Bqi3dtaC_Z1GBhww.webp) The calculator: room size in, exact tiles and add-ons out · equippedgym.co.uk [Try the live calculator ](https://www.equippedgym.co.uk/pages/gym-flooring-calculator) Build highlights ## What 530+ fixes and improvements look like. Highlights from the work log. Every one is live on the store today. 1. ### Product page built to convert Thickness and colour selectors, per-tile pricing inc and ex VAT, the "#1 Cheapest Gym Flooring In The UK" badge and reviews. 2. ### Bulk tier pricing Slashed prices on each tier and nudges that show how close you are to the next discount. 3. ### Ex-VAT pricing in cart Trade and commercial buyers see the number they actually care about. 4. ### Add-on selectors Storage racks on dumbbell and kettlebell pages, barbells on weight plates, a weight bench upsell on dumbbell sets. 5. ### 16 collection pages built to rank on Google Collection pages written and set up to rank, with the technical SEO handled. 6. ### Installation, stock alerts, reviews An installation enquiry page and product page CTA, Klaviyo back-in-stock, and Trustpilot built in. 7. ### Faster pages Shoppers see the range sooner, so fewer leave before they buy. On mobile ## Where most of the traffic lands. ![Equipped Gym homepage on mobile](https://pavegrowth.co/_astro/home-m.DvyjuCbI_RF1F.webp) Homepage ![Rubber gym flooring product page on mobile](https://pavegrowth.co/_astro/pdp-cro-m.CkgPqSWh_ZstLRh.webp) Flooring product page ![Gym flooring collection page on mobile](https://pavegrowth.co/_astro/collection-m.CFRr75Ll_Zk1Jye.webp) Gym flooring collection About![Josh Pavey](https://pavegrowth.co/_astro/avatar.BbmBhYNK_TT63c.webp) **Josh Pavey** · Founder **Currently** [Get in touch ](#contact) UK time ## Senior strategy. Hands-on delivery. 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. 7+ · Years in paid ads £10M+ · Ad spend managed 100s · Audits & accounts managed 30-minute intro call ## Let's grow your brand, together. 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. 1. 0–10 · Your brand, goals and growth targets 2. 10–25 · Where I'd look first for growth, and why 3. 25–30 · Fractional, a project, or not a fit [Book an intro call ](https://calendar.app.google/xccypEeR4XJFWLWp6) Email [josh@pavegrowth.co](mailto:josh@pavegrowth.co)