Joov
A UK sports products brand replatformed onto WooCommerce — one of the first Woo stores built in Etch — with race entries taken through checkout and EU duty priced before a customer commits.
Web Design
UX Design
UI Design
eCommerce
WooCommerce
Etch Development
Race Registration
Customs & Duty Pricing
Payment Integration
SEO
Conversion Optimisation
Analytics
EMBARK + Joov
Collaborative Partners
A UK sports products brand replatformed onto WooCommerce — one of the first Woo stores built in Etch — with race entries taken through checkout and EU duty priced before a customer commits.
Joov Sports Products makes performance products for runners and athletes — nasal strips, taping and strapping, hydration and muscle care — sold direct across the UK and Europe, and in volume to trade.
Joov came to us with a store that no longer matched the brand or the business. The catalogue had grown, the customer base had split into athletes and trade buyers, and the site was selling to both as though they were the same person.
The brief was a full replatform onto WooCommerce: a faster storefront, a category structure that reflects how runners actually shop, honest pricing for European customers, and race entries taken on Joov's own site instead of a third-party platform. Joov is on a 360° GamePlan, so the build sits inside an ongoing programme of design, SEO and conversion work rather than a one-off project.
Challenges
Joov sells small, high-volume products to two very different buyers: an athlete buying one set of nasal strips, and a distributor buying by the thousand. The old store treated them identically.
Selling into Europe added a second problem. Customs and clearance charges were landing after checkout, which is how a first order becomes a refund request and a lost customer.
And Joov's races needed entries, not products. A race entry is a runner's name, an emergency contact, a club affiliation and an age category — not a size and a colour — and it still has to end up as a paid order with the money in Joov's account.
Process
We rebuilt the store in Etch, a new builder that had no official WooCommerce support at the time. We went in with our eyes open, because the markup Etch produces is genuinely maintainable — and Joov became one of the first Etch-built Woo stores anywhere. Along the way we built a sticky add-to-cart bar, per-variant image galleries with a full-screen viewer, a restructured category tree with redirects, and a rebuilt mobile menu.
Two pieces of custom engineering carry the commercial weight:
Race registration through checkout — a multi-step entry form (race, runner details, emergency contact, club, athletics discount) bridged into WooCommerce so an entry becomes a real order with the runner's details attached — live now for the Cosmeston 10K and 5K. No third-party race platform and no entry fees leaving the business.
Customs and import fees priced at the basket — category-level duty rates plus a flat clearance fee, calculated per destination and per product's country of origin, so a customer in France sees the true total before they pay.
Behind both sits the same approach we take to every store we run: where a plugin does the job we use it, and where one doesn't, we write it. Some of that work ends up as products of our own.
Results
The new store went live in September 2026. Rather than dress up numbers from a fortnight of trading, we are measuring against a clean baseline and will publish results at ninety days.
What can be said already: the storefront is faster and the catalogue finally matches how runners shop, race entries and their fees stay with Joov instead of a third-party platform, and European customers see what they will actually pay before they commit.
Summary
Joov's store is a starting point rather than a finish line. B2B and trade enquiry pages, athlete proof and the next round of conversion work are already in the GamePlan.
