The Challenge

Varsity Gripz was a brand-new DTC sports accessories brand launching from zero - no revenue, no customers, no existing store infrastructure. The goal was to build, launch, and scale a Shopify store as fast as possible while also establishing a separate B2B channel.

My Role

I joined Varsity Gripz at Day 0 as Founding Ecommerce Lead. I owned end-to-end Shopify execution across both the DTC and B2B channels, working directly with the CEO on launches, promotions, and growth strategy.

What I Did

CRO Implementation - Built the store with conversion-first architecture from day one. Optimized PDPs, cart flow, and checkout experience. Implemented mobile UX improvements and trust signals throughout the purchase funnel.

AOV Growth - Designed and implemented bundle strategies and Starter Kits that increased average order value by 20–30%. Configured Rebuy Smart Cart for intelligent upsell and cross-sell logic.

App Stack Integration - Set up and configured Rebuy Smart Cart, Okendo (reviews), Klaviyo (email), Loop Returns, and Gorgias + Zendesk for customer support. Achieved 35–45% faster support response time.

B2B Channel Launch - Launched a parallel B2B store on a separate domain with wholesale pricing logic and catalog management.

Catalog Architecture - Managed pricing, variants, and licensing logic while maintaining 100% licensing accuracy during rapid catalog scaling.

Results

  • $0 → 7-figure annual revenue in under 12 months
  • 15–25% CVR improvement through PDP and checkout optimization
  • 20–30% AOV increase via bundles and Starter Kits
  • 35–45% faster customer support response
  • 100% licensing accuracy maintained while rapidly scaling
  • Successfully launched DTC + B2B dual-channel strategy

Key Takeaway

Varsity Gripz demonstrates what happens when CRO is built into a store from Day 0 - not bolted on after the fact. Starting with conversion-first architecture, proper analytics, and a systematic optimization process meant the store was built to scale from the beginning.

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Frequently Asked Questions

How did Varsity Gripz grow from $0 to 7 figures so quickly?

Varsity Gripz scaled from $0 to 7-figure annual revenue in under 12 months through a combination of PDP optimization, checkout redesign, bundle strategies (Starter Kits), and a dual DTC + B2B channel approach on Shopify.

What CVR improvement did Varsity Gripz see?

Varsity Gripz achieved a 15–25% conversion rate improvement through PDP and checkout optimization, including mobile UX improvements and trust signal placement.

What tools were used for Varsity Gripz's Shopify store?

The Varsity Gripz Shopify tech stack included Rebuy Smart Cart for cart optimization, Okendo for reviews, Klaviyo for email marketing, Loop Returns for returns management, and Gorgias + Zendesk for customer support.