Hyvä Commerce Case Study: A High-Performance Store for ATX Fitness’ U.S. Launch

You really went the extra mile, especially during these last hectic 1-2 weeks. We had an awesome first day at the convention today, and the website was a great help for the team to show people products and prices. You guys delivered, and we are grateful for it!

Marvin Jeurissen
CEO of US Operations at Fitness Seller

Our client, ATX Fitness, saw an opportunity to grow in the U.S. market and moved fast to make it happen. We planned to launch a fully transactional Magento 2 store with the Hyvä theme by June 2025 – just in time for the Home Gym Expo. 

About

ATX Fitness is a European brand specializing in professional equipment for gyms, semi-professionals, and home users. ATX products are distributed by Fitness Seller, a company active in the Benelux region and other European markets. This project marks the launch of ATX’s first direct-to-consumer eCommerce store in the U.S.

The U.S. Home Gym market is one of the largest globally, with high demand for durable, space-efficient equipment suited for hybrid training habits. ATX aimed to stand out with quality, performance, and a full-featured eCommerce experience ahead of Home Gym Expo, their first major U.S. industry event.

Project goals

• Launch a U.S.-specific eCommerce store under the ATX brand
• Build a custom-designed, optimized storefront on Magento 2 using Hyvä Commerce
• Prepare the platform for long-term growth, including ERP integration and a U.S.-based sales and customer support team.

Read more scandiweb x Hyvä case studies here.

Approach

We kicked off the project with a focused UI and design sprint, aligning quickly with the client to avoid rework later. Once design approval was secured, we moved into development without delay, starting from global elements and core templates, then layering in features across product, cart, and checkout flows.

This was our first Hyvä Commerce implementation at scandiweb. As one of the earliest adopters doing hands-on exploration, it introduced technical risk, but the payoff was worth it. Using Hyvä CMS, ATX Fitness got improved site maintainability, a cleaner content editing experience, and more flexibility for marketing pages, while staying within Hyvä’s high-performance frontend environment.

We also implemented Hyvä Checkout, Hyvä’s lightweight alternative to Magento’s Luma checkout, to give the store a faster and more responsive checkout experience.

We covered a full end-to-end Magento 2 build, starting from base setup and extending through every core page and user interaction. The scandiweb team designed and developed all global and market-specific elements, including the homepage, PLP, PDP, cart, Hyvä checkout, account, blog, and CMS content pages. 

Performance optimization, accessibility compliance, technical SEO setup, GA/GTM tracking, transactional emails, and shipping/delivery logic were also part of the scope from day one. Given the pace of the project, we delivered many of these tasks in parallel with design alignment and development sprints and documented deferred requirements for the future roadmap.

Extensions integration

Throughout the project, we worked closely with the client to evaluate extensions for SEO, product feeds, analytics, and custom product logic. We also supported ongoing comparisons between potential alternatives to ensure that every third-party module aligns with business goals and performance requirements.

Key integrations

• Yotpo Reviews, Magefan Blog, Amasty Gift Card, Amasty Product Labels, Amasty Elastic Search, and Mageworx SEO Suite Ultimate for marketing and engagement
• Xtento Product Feed Export to handle product feeds
• Simple Bundle Product extension along with Grouped Product Custom Module, Google reCAPTCHA, and Amasty Rewards for supporting product configuration, security, and user retention.

In addition to the core build, we handled a set of custom requirements identified during the project:

• Product data import and attribute migration
• Store selector, Q&A sections on PDP/PLP, and PLP layout adjustments
• Wishlist customization and custom PDP image roles.

Results

In just 2.5 months, the new ATX Fitness U.S. store went live in a custom design, with full feature coverage, fully optimized, ready for demos:

• Magento 2 + Hyvä store launched on time and within scope
• First Hyvä CMS implementation successfully delivered
• All green Core Web Vitals
• 93–100% PageSpeed scores for accessibility across key pages, to be further optimized following the next Hyvä update
• 15+ additional features implemented before launch
• Product, checkout, and content flows ready to support ATX Fitness’ U.S. entry.

Interested in launching a fast, scalable Magento store with Hyvä Commerce? As the Hyvä Platinum Partner, scandiweb is among the world’s top agencies working with Hyvä. Let’s connect and discuss building the right setup for your next market.

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