A leading U.S.-based fitness company partnered with Coherent Solutions to modernize its e-commerce experience. Together, they rebuilt the client’s purchase platform on Magento, a powerful, open-source e-commerce platform, connecting in-club and online payment flows while automating catalog updates. The result was a reliable digital foundation that supports ongoing growth and efficient day-to-day operations.
At a glance
Industry: Fitness and wellness.
Challenge: Legacy e-commerce system with manual catalog updates and limited analytics visibility.
Solution: Magento implementation, API-based catalog synchronization, and redesigned purchase flow for online and in-club sales.
Outcome: Faster catalog updates, improved conversion insights, and lower operational effort.
Coherent’s role: Joint engineering partner for web, integration, and analytics delivery.
Client overview
The client operates a network of more than 200 fitness centers across the U.S. and Canada that deliver both in-club and digital experiences. Its e-commerce platform manages memberships, product sales, and seasonal promotions. Over time, the system became increasingly difficult to maintain. Each pricing change or new offer required manual uploads and repeated validation steps. Business users needed direct control and faster release cycles to keep pace with market demands.
The challenge
The client’s e-commerce system had an outdated checkout experience and limited visibility into user behavior. Teams could not identify where customers abandoned purchases or determine which offers performed best.
At the same time, catalog updates relied on spreadsheets that passed between departments and required manual validation, which significantly delayed releases and introduced errors.
In-club operations also lacked a dedicated digital system. Staff processed purchases and memberships through the same app used by members, which created confusion and limited access control. Without a staff-specific workflow, transactions were slower, which made the data less accurate.
Our approach
Coherent Solutions worked side by side with the client’s product teams to develop a plan that would stabilize what was working and rebuild what wasn’t. They focused on redesigning the purchase flow, improving data integration, and setting the stage for a seamless transition to Magento.
As Coherent Solutions Senior Engineer Radislav Kireev explained, “The delivery unfolded in measured phases, one release at a time, so each update built confidence rather than risk. Early work centered on data migration and analytics configuration, ensuring that each release improved reliability without disrupting daily operations.”
Through each cycle, Coherent Solutions and the client made steady progress, building a foundation that would scale with the client’s future digital initiatives.
The solution
Magento became the core of the new e-commerce platform. Product and pricing data would flow through APIs, removing manual uploads and maintaining the accuracy of their catalog. Business users could also update information directly, which shortened change cycles and reduced the chance of errors.
Additionally, Coherent Solutions and the client’s team built their staff application to manage in-person transactions. The app allowed for secure employee authentication and direct integration with card readers. Once live, the new platform and transaction process finally connected in-person and online payments in one view. Reporting became clear and error rates dropped.
Now, the client’s marketing and operations teams can adjust pricing and content through Magento without any developer involvement. This autonomy has improved their release speeds and strengthened confidence in daily operations.
Now, the client’s marketing and operations teams can adjust pricing and content through Magento without any developer involvement. This autonomy has improved their release speeds and strengthened confidence in daily operations.
The impact
The modernized platform improved operational control and created a consistent experience for both members and staff. It also brought business and technical teams onto a shared system, giving everyone greater visibility into product data and sales activity.
Key results:
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Reduced operational effort through automated catalog management and data synchronization .
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Lower ongoing costs with automated workflows and fewer engineering dependencies.
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Improved analytics visibility across checkout steps, enabling targeted optimization.
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Consistent purchase experience across online and in-club channels.
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Closer coordination between marketing, operations, and engineering teams.
The client has clear insight into purchasing behavior and can adapt their offers based on verified data. Early feedback from users confirmed smoother transactions and fewer errors in catalog updates. The system’s stability has proven to be a reliable foundation for ongoing digital innovation.
What’s next
Coherent Solutions will continue working with the client’s teams to develop personalization and reporting features that will build on the new platform. Upcoming work will continue to refine analytics and promotion logic while also introducing new membership options that respond to user data.
The collaboration remains focused on implementing practical improvements to increase efficiency and protect system stability while the client’s digital strategy evolves.
