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Maxis eCommerce Case Study: How Fitness Concept Boosted Sales Online by 515%

The at-home fitness industry boom during the pandemic was a huge opportunity for businesses. As the world took shelter indoors, more Malaysians began to focus on their health and wellness. With the closure of gyms and fitness studios, this shift in mindset created a growing need for home-based fitness, leading to the popularity of home gym equipment. 

Previously, the fitness specialist chain store – Fitness Concept Malaysia, relied heavily on in-store consultations and physical demonstrations. However, due to prolonged lockdowns, the brand faced challenges in reaching customers and encouraging them to purchase from the online store. Find out more about how Fitness Concept created a top-notch user experience.


"By truly understanding customer needs in every step of their purchasing journey, we were able to drive traffic and boost growth with the help of eCommerce." - Au Yong Char Inn, CEO, Fitness Concept

The move towards a successful eCommerce strategy

With rapid changes in market landscape and shopping behaviours in recent years, it was clear that Malaysia’s largest fitness specialist chain store needed to evolve to meet changing customer needs.

Together with the team behind Maxis eCommerce & Retail, Fitness Concept revamped the webstore on one of the most powerful eCommerce platforms globally – Magento 2. Additionally, they enhanced their online strategy by observing the entire purchasing journey, and ensuring that they were able to capture high-intent shoppers and drive them to convert online.

Humanising the online shopping experience

Fitness Concept’s revamped webstore enhanced the way customers shop online. The improved navigation experience made browsing, adding items to cart, and checking out online quick, easy and more intuitive.

The convenience of adding thousands of product listings on the webstore empowered the business to accelerate its growth and scale online. Furthermore, customers could easily navigate the online store and search for products in just a few clicks. 

As the growth of Fitness Concept over the years was often attributed to their in-store consultation services, the live chat function was built into the site to extend this service to customers online. Customers could instantly inquire about any items – especially large ticket products, receive consultation and advisory, and make a more informed purchasing decision with full confidence. 

Another strategic move by the brand was to offer faster delivery by adding the ‘express shipping’ option as well as additional services such as doorstep delivery and in-home installation & demonstration. Now that their online shop was already up and running and ready to serve customers more effectively, the next step was to build online presence and drive traffic to the webstore.

Express Delivery Option

To drive discovery and awareness, Fitness Concept developed and launched digital marketing ads on Facebook that centred around educating customers about their products, as well as discounts and promotions for new customers. Getting the website right was just the beginning. With a spike in search volumes for “health and wellness” solutions, the brand needed to ensure that Fitness Concept remained on top of the search page. This was made possible with paid and organic search.

On top of these initiatives, Fitness Concept collaborated with Malaysian athlete and former world squash champion Datuk Nicol Ann David to leverage her social media reach, drive interest and build trust and hype among the fitness community.

The choice of a chmapion
Driving results by digitalising fitness

The brand’s show of adaptability and agility was the catalyst to their online success. By implementing well-crafted eCommerce and digital strategies as well as effective organic and paid search strategies that significantly drove traffic, they saw great growth with equipment sales rising by 515%. Website users, and website sessions also rose by 109% and 118% respectively. 

By quickly evolving to meet the needs of Malaysians with the help of Maxis Business, Fitness Concept was able to realise the company’s goals and continue to thrive even during one of the most difficult periods globally. It is no wonder that they were also recently recognised as a Gold winner at the Asia eCommerce Awards 2021 for their exceptional business performance online. 

You too, can bring your business to the next level like Fitness Concept with our award-winning team.