# Urban Sports case study: A website audit and a connected back office for a gym equipment supplier

> How Urban Sports used the Local Enterprise Office's Digital for Business programme to find out what was slowing its online store, and what to fix first.

Canonical: https://appadvisor.ie/our-work/urban-sports/
Last updated: 2026-10-16

| At a glance |  |
|---|---|
| Client | Urban Sports |
| Sector | Gym equipment supplier |
| County | Offaly |
| Programme | Digital for Business, Local Enterprise Office |
| Year | 2026 |
| Focus areas | Website, E-commerce, Accounts integration, CRM and customer records |

## The objective: An online store that had outgrown its set-up

Urban Sports supplies gym equipment online from Offaly. Its online store had grown overloaded and slow, and broke whenever changes were made.

Analytics did not track orders properly, so it was hard to measure the effect of advertising. Enquiries arrived across several channels and could slip, while stock in the accounts did not always match website sales.

## Our approach: Audit the website first, then join up the business behind it

Through the Local Enterprise Office's Digital for Business programme, AppAdvisor ran a website audit, identified the tools and fixes to lift performance, and set out a developer brief so the work can be carried out by a specialist.

The recommendations then looked at the business behind the website.

- **Audit and developer brief**: A clear list of what to fix on the website, written up as a brief a developer can work from.
- **One place for enquiries**: A CRM for enquiry and quote follow-up, with orders, invoices and stock syncing through to the accounts.
- **Reporting and content**: Proper analytics, and AI to help produce marketing content in house instead of outsourcing it.

> “Joe's digital programme gave us a clear, practical roadmap for growing Urban Sports online, and the support throughout was genuinely hands-on and easy to work with.”
>
> Noel Hogan, Urban Sports

## The outcome: A clear plan, ready to hand to a developer

The aim is fewer missed enquiries, more accurate stock and clearer reporting on what the advertising is doing.

The business has the audit, a developer brief and a full system proposal, so it knows what to do and in what order.

What the business received:

- A website audit
- A developer brief
- A full system proposal with best-practice recommendations

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