Case Study: TYR Sport
The Challenge
Services Provided: Fractional Head of E-commerce, Tech-Stack Replatforming, Paid Media Restructure, Agency Management
Despite its dominance in competitive swimming and CrossFit, TYR was battling stagnant DTC sales and bloated digital marketing overhead. Their e-commerce operations were handicapped by a legacy Adobe Magento architecture causing severe site-speed issues. They also suffered from disjointed agency management across legacy partners (Tinuiti, BrightEdge) and lacked a cohesive tracking strategy to accurately measure true ROAS against new customer acquisition.
Our Mandate
The Other Group was brought in as fractional e-commerce leadership to accelerate DTC revenue growth and reverse negative sales trends. Our mandate: execute a complex migration to Shopify Plus, restructure paid media to achieve ROAS > 2.8, uncover significant tech-stack cost savings, and act as the central operational hub to align TYR's creative and technical ecosystems.
How We Did It
We executed a comprehensive digital transformation tailored to high-performance consumer behavior across three core pillars:
By the Numbers
What We Executed
Platform & Tech Stack Migration
Orchestrated the Shopify Plus replatforming alongside Lazer Technologies. Negotiated a $102K Klaviyo contract absorbing 80K new profiles, and allocated an $84K Loop Returns contract to automate 31K annual athletic returns.
Paid Media & Performance Restructure
Transitioned paid media to Roswell NYC. Dismantled flawed margin-based campaigns and shifted to a strict Category-Level Performance Max structure (Swim, Apparel, Footwear) with mandatory $0.01 incremental bidding in Google Ads to isolate New Customer Acquisition.
UI/UX & Creative Optimization
Managed Corra and Marketing Examined to dramatically improve mobile LCP load speeds and deploy high-converting, authentic UGC pop-up frameworks that improved on-site conversion across all device types.
The Outcomes
Negative Trends Reversed
Successfully reversed declining DTC sales within the first quarter of engagement through paid media restructure and improved tracking.
$1.1M+ EU Expansion Enabled
Established a scalable DTC architecture primed to support TYR's European market expansion — the infrastructure was built to grow.
Operational Clarity
Consolidated fragmented agency relationships into a single accountable hub, eliminating redundancy and improving execution speed across all digital channels.