Sports Equipment Retail Project Snapshot

• URL: atxfitness.com
• Countries: United States
• Industry Vertical: Fitness Equipment
• Business Model: B2C & B2B
• Platform: Magento Open Source
• Hyvä Products Used: Hyvä Commerce

Hyvä Commerce Project Scope and Key Results

• U.S. storefront launched in 2.5 months
• Hyvä CMS and Hyvä Checkout integration
• Custom PDP, PLP, and CMS layouts
• 93-100% PageSpeed scores across key pages
• Green Core Web Vitals for accessibility

Merchant Story: A Premium Strength Brand Enters the U.S. Market

ATX Fitness designs and manufactures strength training equipment trusted by gyms, semi-professionals, and dedicated home users across Europe. Distributed through their partner, Fitness Seller, operating in the Benelux region and beyond, ATX has built a reputation around durability and function-first design.

Following strong interest at Home Gym Con, ATX set a goal to launch its first direct-to-consumer eCommerce store in the United States. With the Home Gym Expo fast approaching, they needed a fully operational, conversion-ready platform that could support their launch and represent the brand at its best from day one.

Magento eCommerce Strategy for the U.S. Home Gym Market

The Home Gym Equipment market is crowded and full of high expectations globally. It has seen steady growth since the pandemic, as more consumers with hybrid workout habits and demand for high-quality, space-efficient equipment invest in building personalised training areas.

ATX Fitness recognised an opportunity to stand out by combining European product quality with a lightweight, high-performance eCommerce experience that is adjusted to the American consumer.

To support their U.S. launch, they chose Magento 2 paired with Hyvä Commerce. With Hyvä Theme, CMS, and Checkout working together, the platform would deliver speed and control for a strong first impression and set a foundation for future business needs.

Challenges in Launching ATX Fitness’ Hyvä Store

• Tight 2.5-month timeline ahead of a major industry event
• The U.S. site had no transactional foundation
• Design updates introduced mid-development
• Hyvä Commerce was still early in its market adoption
• Custom PDP logic and content layouts
• Complex feature integrations across SEO, product feeds, and analytics

Approach to ATX Fitness’ Magento 2 + Hyvä Build

ATX Fitness came to scandiweb with a fixed launch date and a clean slate, with no legacy store or pre-built templates. We started with design sprints to align early on UX and UI, followed by focused development cycles to hit each milestone on time.

The full Magento 2 build was delivered from scratch using the Hyvä frontend stack: Hyvä Theme for speed, Hyvä CMS for flexible content management, and Hyvä Checkout for a smooth buying flow. The project also included a full suite of custom elements and third-party integrations we vetted for compatibility and performance.

Project Delivery Scope

• Full Magento 2 build delivered in focused sprints
• Hyvä CMS used for modular content and landing page control
• Hyvä Checkout integration for a faster, cleaner checkout flow
• Product data import and attribute migration
• Core page templates: homepage, PLP, PDP, cart, customer account, CMS, and blog
• Custom features: store selector, Q&A blocks, and PDP image logic
• Technical SEO setup, structured data, and GA/GTM tracking

Tech Stack

• Magento 2
• Hyvä Commerce: Hyvä Theme, CMS, Checkout
• Yotpo, Amasty Rewards, Amasty Product Labels, Magefan Blog integrations
• Xtento Product Feed Export, Simple Bundle Product extension along with Grouped Product Custom Module
• Mageworx SEO Suite Ultimate
• Avalara, Google reCAPTCHA

ATX Fitness was one of the first scandiweb projects to use Hyvä CMS in production, implemented alongside Hyvä Theme and Hyvä Checkout. Content, product pages, and checkout all run on the same lightweight framework, keeping the site fast and cohesive while giving the brand room to grow.

Results Achieved with the Hyvä Commerce Implementation

• Fully transactional U.S. store launched in just 2.5 months
• Core Web Vitals: all green accessibility and strong performance scores
• 93-100% PageSpeed scores across homepage, PDP, PLP, and checkout
• Flexible CMS and content structure built on Hyvä
• Site ready for demo at Home Gym Expo
• Infrastructure in place to support fulfilment, ERP integration, and rollout to new U.S. regions

Reflections and Learnings

This project was scandiweb’s first with Hyvä Commerce, and its seamless integration helped us to deliver a custom-built store on a fixed timeline. Collaborating with a fast-moving team like ATX showed the value of aligning early on structure and design, and staying flexible.

Key Tips for Merchants

• Lock design early: changes will happen, but a clear design direction upfront avoids delays and rework.
• Pick extensions carefully: performance and compatibility matter more than feature lists.
• Keep the roadmap in mind: even with a tight launch timeline, plan for what comes next: ERP, fulfilment, expansion, etc.

About scandiweb - Hyvä Platinum Partner for Magento Builds

Scandiweb is a Hyvä Platinum Partner with a team of 10+ certified Hyvä developers that have delivered 40+ Hyvä projects. We specialise in high-performance Adobe Commerce/Magento builds and are proud two-time Hyvä Design Award winners at Meet Magento New York. We're also the creators of Satoshi, the first original theme built on the Hyvä frontend. Trusted by 600+ brands worldwide, scandiweb helps merchants with custom Hyvä development, optimisation, and ongoing support, enhancing speed and user satisfaction.