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We identified the questions gymnasts, parents and coaches need answered before purchasing specialist equipment.
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Prima RG · Case study
A specialist store built around how gymnasts shop.
A complete Shopify rebuild that brought products, buying guidance, UK checkout and brand content into one clear e-commerce experience.
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Tilda / Ecwid → ShopifyProject overview
More than an online shop.
Prima RG is a UK retailer specialising in rhythmic gymnastics equipment, apparel and accessories from established international brands.
The project required more than a visual redesign. BURT. rebuilt the store around the way gymnasts, parents and coaches search for equipment, compare options and make purchasing decisions.
The work covered migration from Tilda and Ecwid, the Shopify platform, catalogue structure, customer journey, product content, buying guides, UK checkout and automated customer communication.
The challenge
A growing specialist catalogue needed a clearer system.
Customers were not simply choosing between colours or prices. They needed to understand sizes, FIG approval, materials, brands and suitability for different ages and competition levels.
01
The existing Tilda and Ecwid setup separated content from commerce and made the store harder to scale.
02
A large, specialist catalogue needed clearer categories, product information and several useful ways to browse.
03
Shipping, payments and order communication needed to support a focused UK customer journey.
04
The business needed one manageable platform for products, orders, content and customer communication.
The approach
We designed the store around the buying decision.
Structure
Products were organised around apparatus, clothing, accessories, brands and specialist collections.
Guide
Size information, buying advice, equipment care and competition preparation became part of the journey.
Rebuild
The Tilda and Ecwid setup was migrated into a unified Shopify store and administration system.
Focus
Shipping and checkout were configured around Prima RG’s current UK market.
Connect
SEO, automated emails, newsletter capture and social content were connected around the store.
What we built
One platform for discovery, decisions and orders.
Shopify Store
A complete storefront designed around Prima RG’s product range and everyday order management.
Catalogue Architecture
Products structured by apparatus, clothing, accessories, use case and brand.
Brand Collections
Dedicated routes for leading manufacturers and specialist product collections.
Product Information
Specifications, size details, materials, approval status and practical descriptions.
UK Shipping Setup
Clear UK delivery options built into a focused checkout and fulfilment flow.
Payments & Checkout
A focused Shopify purchasing flow with secure payment and clear order information.
Equipment Finder
An interactive guide that asks a few relevant questions and recommends suitable equipment from real Prima RG products.
SEO Structure
Search-ready collections, product metadata, headings, image alt text and editorial content.
Automated Emails
Post-order Shopify emails keep customers informed without adding manual work.
Store Management
Products, collections, stock, content and orders managed from one scalable backend.
Customer journey
A clear route from discovery to fulfilment.
Product discovery and confident selection lead into a focused UK checkout, automated communication and order fulfilment.
Discovery
Search, social content or recommendation.
Browse
Category, apparatus, brand or collection.
Evaluate
Product specifications, sizing and guides.
Checkout
Product selection, UK delivery and secure payment.
Fulfilment
Automated confirmation, processing and delivery.
Key features
Technical choices translated into business value.
Multiple ways to shop
Customers can enter through categories, apparatus, brands, new arrivals or specialist collections instead of relying on one long catalogue.
Interactive product matching
The Equipment Finder turns specialist product selection into a short guided process and connects each customer with relevant products.
UK-focused checkout
Shipping, payments and fulfilment are configured around the market the business currently serves.
Content connected to commerce
Buying guides support product discovery, customer confidence and organic search rather than sitting apart from the shop.
Automated communication
Shopify emails provide timely order information and reduce repetitive customer follow-up.
A manageable backend
The Prima RG team can update products, collections, content and orders without rebuilding the website.
Guided product selection
Decision support, not just product display.
Choosing rhythmic gymnastics equipment can be difficult for parents and developing gymnasts. Age, experience and competition level can all affect which product is suitable.
BURT. created the PrimaRG Equipment Finder: a clear four-step experience that asks a few relevant questions and turns the answers into practical equipment recommendations.
Instead of leaving customers with generic advice, the guide connects them with suitable products from the real Prima RG catalogue — making the route from uncertainty to purchase much clearer.
The result
One scalable home for products, content and customer orders.
Prima RG received a unified Shopify store that brings the catalogue, buying support, UK checkout and customer communication into one system.
Early commercial signal · measured 21 September 2026Before September had ended, order volume on the new Shopify store had already surpassed the total recorded during the whole of August.
Customers have clearer routes to the right products, while the business has a professional platform that can accommodate new brands, collections and editorial content as the store grows.
E-commerce strategyCustomer journeyInformation architectureUX/UI designShopify developmentTilda / Ecwid migrationCatalogue structureProduct contentPayment setupUK shipping setupAutomated emailsOn-page SEO
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