- Shopify store
- Audit & CRO
- Theme upgrade
- Logo design
- UK
Allen Fitness · UK activewear
Fitness Sportswear case study: a Shopify store audit, theme upgrade and performance revamp
Overview
A UK activewear store, tuned to perform
Client
New logo by Webguru
Allen Fitness
A UK activewear brand selling gym wear, leggings, sports bras, running gear and training shoes for men and women through its Shopify store, fitnesssportswear.uk.
The problem
Checkout was in good shape: native Shopify checkout with Apple Pay, Google Pay, Shop Pay, PayPal and Klarna. The trouble sat in front of it. Our audit found product data from an unreviewed bulk import (third-party brand names in the vendor field, a leggings page showing shorts), a "Bags" collection full of tops, a dropshipping importer script and around 70 checkout files loading on every page, and a product page with no reviews. A fixable catalogue and configuration problem, not a rebuild.
Scope
- Audit
- Theme upgrade
- Analytics
- Performance
- SEO
- Logo design
- Platform
- Shopify Online Store 2.0
- Theme
- Motion “Fable - AF”
- Market
- UK
- Year
- 2026
01 · Diagnose
The audit: a 10-layer health check of the live store
Before changing anything, we audited fitnesssportswear.uk end to end: theme code, the DevTools network and console, SEO and tracking, product pages, checkout and trust signals. Each layer was scored out of 10.
Store health before
5.3/10
24 findings by severity
- 5 Critical
- 8 High
- 6 Medium
- 5 Low
Average of the seven layers we could verify. Three needed Admin or analytics access, so they are marked N/A rather than guessed.
Scorecard by layer
- Shopify AdminNot assessed: no Admin access at audit timeN/A
- ThemeOnline Store 2.0, but leftover importer code and duplicate apps5 out of 10
- DevTools technicalNo console errors, but about 70 checkout files preloaded on the home page5 out of 10
- SEO & trackingGA4 firing; duplicate schema, long titles, stray quotes in the meta description5 out of 10
- Visual & CROMismatched product images, an off-niche catalogue, no reviews on product pages4 out of 10
- AnalyticsNot assessed: no analytics access at audit timeN/A
- Page speedHeavy third-party and app payload on every page4 out of 10
- CheckoutNative Shopify checkout with Apple Pay, Google Pay, Shop Pay, PayPal and Klarna7 out of 10
- Post-purchaseNot tested: it needs a real orderN/A
- Accessibility & trustReal UK contact details; the Privacy Policy was not linked6 out of 10
Five critical findings
A leggings listing mixed in shorts
The High Waist Seamless Leggings page opened on a photo of red shorts, and its colour list mixed nine “Shorts” options with ten plain colours, so a shopper could order one garment and receive another.
Product pageVisual & CRO
Other brands’ names in the vendor field
Product cards showed names such as Fashion Nova, Dropshipman and Trendsi instead of the store’s own brand, carried over from bulk product imports.
/collections/allCatalogue
A Bags Collection with no bags
The collection linked from the home page and the menu opened on sports tanks and cropped tops: its automated rule was matching the wrong products.
/collections/bags-collectionCollections
The checkout bundle loading on every page
A fresh home-page visit requested around 70 checkout scripts and styles before anyone opened the cart, adding weight to every page view, most of all on mobile.
Home page, network tabPerformance
An importer script running for shoppers
A back-office product-import tool loaded its script, a rating widget and Vue 2.6 from a public CDN on every storefront page, with no job to do for customers.
SitewideTheme
Method: live-browser DevTools (console, network, DOM and JSON-LD), a full guest walkthrough from the home page to checkout, and a review of every footer and policy page. No Shopify Admin or analytics access at audit time. Audit date: September 2026.
Theme
BeforeAn older theme build, scored 5 out of 10 in the audit
NowUpgraded to the Motion theme (v12, Online Store 2.0) as a custom “Fable - AF” build
Analytics
BeforeTracking unverified, with no analytics access during the audit
NowGA4 set up with Google tags, sending page views and shopping events from every page
Performance
BeforePage speed scored 4 out of 10 in the audit (baseline Lighthouse score not recorded)
NowTheme and asset optimisation: Lighthouse Performance 95 on desktop after launch
Home page heading
BeforeNo H1 heading on the home page
NowOne clear H1: “Premium Fitness & Activewear”
Meta description
BeforeStray quote marks baked into the Google snippet
NowRewritten around gym wear, leggings, sports bras and gym sets
Structured data
BeforeBreadcrumbList schema printed twice on the home page
NowOne clean set: WebSite, OnlineStore, BreadcrumbList and FAQPage
Reviews
BeforeTwo review apps installed, and no reviews on the product page
NowOne review app, with a reviews block on every product page
Collections
BeforeA “Bags Collection” that opened on tops
NowRetired: the old link now redirects to the home page
404 page
BeforePlaceholder products priced in US dollars
NowReal products in pounds, to win lost visitors back
Terms page
BeforeA personal Gmail address listed as the legal contact
NowPersonal address removed from the Terms page
Brand
BeforeNo distinctive brand mark
NowA new Allen Fitness logo: an “A” with a barbell crossbar and a flexed arm
Next on the roadmap: the catalogue clean-up the audit prioritised, from vendor names and mixed variants to product URLs and app scripts.
03 · Measure
Lighthouse after launch
Chrome Lighthouse on the live home page after the revamp: green across the board on desktop, and 100 for Accessibility and SEO on mobile too.
Desktop
Lighthouse- Performance
- 95
- Accessibility
- 100
- Best Practices
- 100
- SEO
- 100
Mobile
Lighthouse- Performance
- 85
- Accessibility
- 100
- Best Practices
- 92
- SEO
- 100
4 out of 4 checks passed
Agentic browsing
Lighthouse’s newest category checks whether AI agents can read and use a page: a clean accessibility tree, valid WebMCP schema, a stable layout and an llms.txt file. The store passes all four.
Measured after launch in Chrome Lighthouse on the live home page (fitnesssportswear.uk), 2026. No Lighthouse baseline was recorded before the revamp, so these are after-launch scores, not a like-for-like before and after. Lab scores move with device, network and location, so a re-run can differ by a few points.
Logo design
A logo built like a lift
Webguru designed the new Allen Fitness mark for the store: a bold A whose crossbar is a loaded barbell, with a flexed arm driving through it. The brand's initial, the gym and the effort in one shape, solid enough to hold up small in the store header.
How the mark is built
- Draw the ATwo heavy strokes meet at a sharp apex, with notched shoulders.
- Run the barThe crossbar becomes a barbell running straight through the letter.
- Load the platesThree plates and a collar on each end, stacked largest first.
- FlexAn arm drives up through the counter, fist against the bar.
The logo system
One single-colour mark that works in three colourways, with the space and size it needs to stay sharp.
Black on white
For light pages, print and packaging.
White on black
As in the live store header; also for dark photos and black kit.
Red on black
For campaigns, sale banners and gym wall graphics.
Clear space
Keep a margin of x, the width of the outer plate stack, free on every side. Nothing else enters the zone.
Smallest size
- 64 px
- 40 px
- 24 px
- 16 px
The real mark at each height. From 24 px tall the plates and the arm stay readable; at 16 px the gaps start to fill in.
Colour and type
- Ink#0B0B0C
- White#FFFFFF
- Red#E11D2E
Heavy condensed displayTall, tight capitals (Anton on this page) match the mark's weight in headlines.
On kit and on the gym floor
Brand mockups: visualisations of the new mark on merchandise and in a gym, generated for this case study from the real logo file. They are not product photos.
Storefront
The store today
Four jobs a sportswear store has to do, shown on fresh captures of the live store on the upgraded Motion theme. Scroll, and each page runs past in the browser.
Clear product discovery
Collection pages open with a “Top 10 in category” carousel, then a full grid with filters: sort by price, newest or relevance, and narrow by availability, price and product type. Every card carries a large photo, the name and the price, so shoppers compare without opening each product.
Category-based navigation
A visual collections index groups the range into shoppable categories, each with its own image tile: beginner gym sets, compression wear, winter running gear for UK runners, sports bras, athletic shoes and more. Shoppers pick a lane first, then browse.
Trust & purchase confidence
On the product page the essentials sit above the fold: brand, price with tax included, colour and size as tap targets, Add to cart, Shop Pay and pay-in-3 instalments. Further down, a customer reviews block from one review app, after the audit found two competing ones and no reviews on the page.
Product-focused homepage
The home page leads with one clear call to action, then goes straight to product: a “New in” carousel, Women and Men favourites, a gym leggings and shorts feature and a “Restocked” row. It now has a proper H1, a rewritten meta description and de-duplicated structured data.
Captured from the live store, October 2026.
Shopify store FAQ
Shopify audits, theme upgrades and store speed: Questions, answered
What store owners ask us before we audit, upgrade or speed up their Shopify store.
Ask us anythingWe check the store layer by layer: theme and installed apps, scripts that load on every page, speed, SEO and structured data, analytics and consent, product and collection data, the product page, cart and checkout, and trust signals like contact details and policies. You get every finding ranked by severity, with where it happens, why it costs sales and how to fix it.
Yes. We set up the new Online Store 2.0 theme as an unpublished copy, move your sections, settings and app blocks across, keep your product data and URLs as they are, and test it on a preview link. It goes live only when you have signed it off, and the old theme stays in your library as a fallback.
It is usually apps and third-party scripts that load on every page, leftovers from apps you removed, heavy images and an older theme. We measure first with Lighthouse and real page loads, remove or defer what is not needed, and measure again. After our work on Fitness Sportswear, the home page measured 95 for performance on desktop after launch; no Lighthouse baseline was recorded before, so we report it as an after-launch score.
Yes. We connect GA4 through the Google tag or Google Tag Manager, check that purchase and add-to-cart events arrive once, and make sure tracking respects your visitors' consent choices in the UK and EU before anything fires. To see what tracking a store runs today, start with our free Shopify tracking checker.
That is what the audit is for. Typical wins are clean product data, reviews and size help on the product page, collections that show what their names promise, and a cart with no surprise steps. We fix the issues that lose orders first, then work through the rest.
Yes. We designed the Allen Fitness mark you see on this page. A logo from us comes as vector files in black, white and colour, sized and tested for the store header, social profiles and print.
Yes. The same groundwork that helps people helps AI agents: a clean accessibility tree, a stable layout, valid WebMCP schema and an llms.txt file. Fitness Sportswear passes all four checks in Lighthouse’s agentic browsing category after the revamp. Beyond that, we build AI features on Shopify’s APIs, from catalogue enrichment to search and support automation.
It depends on the size of the catalogue, the apps you run and how much you want us to fix. We quote after a short call and a first look at your store, so you know the scope before we start.
We can. Maintenance covers theme and app updates, speed and tracking checks, fixes and small changes, so the store stays as fast and clean as it was on launch day.
Is your Shopify store slow or leaking sales?
Let’s do a project together!
Send us your store link. We audit it the way we audited Fitness Sportswear, then fix what costs you orders: theme, apps, speed, tracking and product data.