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The Tib Bar Guy builds training equipment used by athletes, coaches, and rehab professionals. As demand grew, their Shopify store struggled to keep up. Their store needed more education and the team needed a way to manage content without waiting on developers. Platter helped rebuild the store from the ground up, creating a cleaner UX and a theme the team could run manage on their own.
The Tib Bar Guy’s old store couldn’t keep up with how fast the brand was growing. Every product needed dozens of videos, diagrams, step-by-step training content, and accessory recommendations — but none of this was structured. Merchandising even a single product took far too long.
The brand also struggled with how to present product differences. Shoppers often landed on a basic product without understanding the benefits of upgrading. And because add-ons weren’t surfaced clearly, many customers weren’t discovering the accessories that could improve their training experience.
Each product required more than thirty individual assets — multiple videos, diagrams, training content, and attachments — but the old store had no system to manage it. Merchandising even a single product became slow and frustrating.
Shoppers were landing on base models without understanding premium options or accessories that could improve their training setup. The store had no easy way to highlight upgrades or bundles.
The brand relies on visual explanation, which meant multiple videos per page. But the old setup wasn’t optimized for mobile, raising performance concerns.
Promo cards couldn’t be controlled per collection. Quantity selectors needed to be hidden on certain products. Quick-view icons were confusing. Standard reviews felt flat and didn’t showcase user videos or training clips.
Platter rebuilt the store using a clean content model powered by Shopify Metafields and Meta Objects, letting the team manage videos, training modules, upgrades, and reviews directly in Shopify — without developers.
A custom Upgrade Module now lives on each product page. It uses a visual tile to explain the difference between the base and premium product, and replaces the cart item in one click when selected.
A dedicated Add-Ons carousel lets shoppers build their complete setup from the PDP, instead of finding accessories later in the journey.
Platter added two lightweight video formats:
All videos autoplay, loop, and remain muted for a smoother browsing experience.
The “Take training to the next level” section lets customers filter exercises by muscle group and quickly watch short demos. This required a layered Meta Object setup due to the number of videos per product.
A dedicated Highlighted Reviews module showcases curated videos and images. Collection pages now include dynamic promo cards and improved filtering via Shopify’s Search & Discovery app.
Because creative assets were delayed, Platter structured every section to automatically hide if content wasn’t added yet. This kept development moving and reduced back-and-forth. The team also created instructional videos to help TBG load content correctly after launch.
The TBG team can now update all product content — more than 35 structured assets per product — directly in Shopify. The buying experience is clearer for customers, upgrades are easier to understand, add-ons are easier to find, and training content is front and center. Despite heavy media, the site loads faster and feels more organized.
Given the complexity of the build, Platter recommended ongoing support and A/B testing so the brand could continue improving the shopping experience over time.
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