Lifestyle Sports case study

Life Style Sports

Fuelling high growth ecommerce


Lifestyle Sports case study

Life Style Sports

Fuelling high growth ecommerce


Life Style Sports, the Irish sports retailer, has a long history having been founded in 1979. Their ecommerce channel has only been running a few years in comparison and its growth shows the passion and innovation already going into the channel. We’re honoured to be working with the ever-growing team and sharing in their success.



Responsive Redesign

Like a lot of other retailers, Life Style Sports previously operated a separate mobile and desktop site ahead of going fully responsive. We undertook an initial project to work on their Information Architecture, as it was thought that there was too much in each section and the navigation felt overloaded. As a sports retailer, the key here was to communicate the breadth of their offer without overloading the user or making it difficult to find particular categories.

With our strong development practices, the redesign progressed quickly allowing us to take advantage of tools such as Google Tag Manager to make tagging much easier in the future, as well as smaller touches like for better SEO markup and additional functionality like ‘get the look’ boosting basket size.


What followed was a fully responsive prototype built in Axure to quite a high fidelity, allowing us to really experience the site and the responsive nature before we went on to design and build in detail. It doesn’t take a lot of budget to make a prototype visually realistic and is time well spent, as it allowed us to tweak and adjust the UX at a much earlier stage.



Content & Commerce

A growing trend in ecommerce is to combine content, specifically editorial content, into the commerce experience. There's a fine balance to strike here between adding to the experience and inspiring customers, but without getting in the way of making a sale.

We’ve implemented a number of smarter, content rich category pages for Life Style Sports, in order to achieve the right balance and drive greater conversion by offering a better experience. Combine this with future plans for a fully-fledged content area and editorial section and we’ll see a transformation from a traditional pure commerce proposition to something richer and more engaging. This follows on from successful work with Laura Ashley in this area, using their existing blog.


Personalised Products

Personalisation offers significant opportunities in digital commerce. We only need to look at or for evidence of this trend. As a result, personalised sports products – notably football shirts and boots – are big business for Life Style Sports.

Blueleaf stepped in with our expertise of both their platform (Venda) and personalised products, putting in a slick and easy to manage solution that integrates well with Life Style Sport's back office for order fulfilment. Due to the high margin nature of personalisations, it creates a significant difference to get products personalised, as opposed to preprinted or blank shirts.



63.2% increase

in year on year revenue


The Applause

“Blueleaf have helped us improve the overall customer experience by simplifying the overall site structure, utilising our rich product image assets and adding subtle customer features across all devices. This all helps to make the shopping process more engaging, and now with our category hubs we can seamlessly blend product promotion and supporting content in a rich, immersive way that’s unique in our market.”

Gordon Newman, Ecommerce Manager



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