The Quality Group (TQG) is a multi-brand company in the fitness and health industry, representing renowned brands such as ESN, More Nutrition, and RAW Nutrition. Established to serve athletes and fitness enthusiasts, TQG offers a diverse range of products, including supplements and fitness gear. The company prides itself on a community-driven approach, fostering connections and engagement with its customer base.
The Quality Group has recently achieved:
- ~€ 800 Million in total revenue in 2024
- ~10 million orders processed in 2024
- 4 weeks launch of new brand RAW Nutrition on Shopify
The Challenge: Removing Bottlenecks in Commerce
TQG sought a commerce solution to scale operations efficiently while enhancing community engagement. "We needed a solution that would streamline our operations and foster community connections," explains Benjamin Brook, Chief Digital Officer and Chief Technology Officer at TQG. Looking after the digital and technological infrastructure of multiple brands, Benjamin’s priority was to develop an efficient e-commerce system that would reduce complexity and enable each TQG brand to drive growth in their respective core markets.
The Solution: Transitioning to Shopify
TQG transitioned to Shopify, leveraging its robust e-commerce capabilities with a Unified Commerce approach that integrates online and offline transactions. The brand's commitment to driving customer loyalty is evident through frequent product launches, price promotions, and engaging content updates, all aimed at fostering community engagement.
“Product flash sales are essential for us. When our community is excited, we need to meet their needs, and Shopify is the strong commerce partner that supports us with that,” says Benjamin.
Shopify's built-in analytics tools empower various teams within TQG to gain deeper insights into customer behavior, preferences, and purchasing patterns. This data-driven approach allows TQG to segment consumer groups and develop targeted marketing strategies. For example, in the UK, protein supplements are particularly popular and consumers tend to be well educated about health products. Shopify's tools enable TQG to create tailored campaigns and respond to specific local needs.
A crucial aspect of TQG’s success is nurturing customer loyalty through continuous engagement. Weekly promotions and diverse product offerings, including seasonal editions like a ‘ESN Isoclear Protein Mojito’ in summer, drive traffic during key moments throughout the year. Shopify's reliability ensures TQG can quickly adapt while maintaining website stability and a smooth checkout experience.
The beauty of Shopify is its ability to deliver results quickly, as systems are well integrated with each other.
An excellent example of this integration is the implementation of Shopify's Point of Sale (POS) system, which unifies TQG's online and offline sales channels. Shopify POS allows TQG to take payments on the floor just like a transaction online. They use Shopify POS in its gym and during events like FIBO where, in 2024 they deployed 35 devices on-site. Benjamin values the system's ease of use, stating, "There were no issues—everything worked seamlessly."
Efficient Onboarding of New Portfolio Brands
In spring 2025, TQG welcomed the American brand RAW Nutrition to their portfolio and expanded the variety of health brands under their wings. Launching RAW Nutrition went smoothly, thanks to the expansion capabilities of Shopify. After having established a German legacy store, TQG successfully replicated the model for RAW Nutrition within just 4 weeks. With only one software developer overseeing the project, resource demands were minimal.
Shopify makes it quick to start a store and add brands to your portfolio, making it an investment in innovation and scalability for international expansion
Shopify significantly enhanced TQG's ability to onboard new brands efficiently. The platform's user-friendly interface allows for quick setup of new stores, management of product listings, and configuration of payment and shipping options, streamlining the onboarding process.
Significant Improvements in Operations and Engagement
The results for TQG since migrating to Shopify in 2020, speak for themselves. TQG has reached a total revenue of approx. € 800 million in 2024 as the company processed an impressive ~10 million orders in 2024.
By eliminating technical obstacles, TQG has achieved stable and robust conversion rates while maximizing the efficiency of its limited in-house developer resources. Overall, the move to Shopify not only resolved TQG's operational challenges but also reinforced their community-driven approach, positioning them for continued success in the competitive fitness and wellness market.
With Shopify, we have transformed our e-commerce operations and built a stronger connection with our community, setting us up for future success.
