A sports shop that says what it means

Dynamite Athletics was launching with a deliberately narrow first range and a lean team. The site had to explain a legally complicated product without hype, make delivery and returns feel safe, and give the same small team one place to run stock, orders, customer questions, staff and the site itself.

We built the storefront around the first department: clear routes into the range, published specifications checked against each maker’s own pages, and three buying guides covering bike types, battery range and UK e-bike law. Delivery, 14-day returns and warranty terms are stated up front, and the structure expands as new departments open.

Behind the shop sits a back office built for the day-to-day. Stock and prices are managed at variant level with low-stock warnings; orders sit alongside a customer-service inbox where enquiries and complaints arrive from the contact form, with reply notes, internal notes and statuses. A team feed handles internal messages, staff accounts carry permissions, and a rota planner covers shifts and holiday cover.

The catalogue and site editor let the team update products, menus, pages, copy and imagery without a developer.