Feels like spring is allllllllmost here.

The weather is warming up, golf season is getting closer... and we just shipped a new storefront for a golf brand, so the timing felt right for this one.

This week I'm walking through the Pinned Golf rebuild, sharing two more stores that went live, and linking to Ben's latest YouTube video on the power of proximity in New York.

Let's get into it.

STORE OF THE WEEK

How Pinned Golf went from gadget catalog to golf lifestyle brand

Pinned Golf sells rangefinders, GPS golf tablets, and Bluetooth speakers. Unlike most of the golf tech market (all black, white, and gray), their products are vibrant, colorful, and fun to use.

The brand was growing super fast. Year-over-year revenue had more than doubled, and their average order value was well above the Shopify median. But the store was starting to feel outdated.

What needed to improve

• Conversion rate was sitting below industry benchmarks. With a high AOV, every lost sale was expensive

• The most popular feature on their store, a course search tool that lets golfers check if their course is supported, was buried at the bottom of the product page

• Every color variant had its own product listing, cluttering collections with 15–20 cards instead of 4–5

• No sticky header, no "Shop All" link, and social links in the mobile menu were pulling people off-site

They had strong product-market fit, good traffic, but a store that was underperforming.

What we built

We rebuilt the entire storefront around how their customers shop and interact with the store — not how the product catalog was organized.

• A new "Shoppable Collection" homepage section that combines a collection link, product cards, benefits, video, and lifestyle imagery in one module. This was a new component — built for Pinned Golf, now part of our playbook across multiple client projects

• Two distinct collection page layouts: a standard view with color swatches for organic browsing, and a color-focused view where every colorway appears as its own card, designed as a landing page for paid traffic

• A redesigned bundle page that clearly shows what's included, what each item costs individually, and exactly how much you save

• Course search moved to the top of the Caddie product page, with quick-add upsells (screen protector, cart mount) right alongside it

• Sticky header, mega menu, social links removed from mobile nav, and a flexible content system so the Pinned Golf team can manage their own product storytelling without a developer

The client wanted an Apple-level aesthetic on a DTC budget. They had great lifestyle content but no place to put it. The new design created dedicated spaces for all of it without starting from scratch.

That's the Platter model in action. We've already built the features most agencies overcharge for. Pinned Golf got a premium, lifestyle-driven storefront at a fraction of the cost and timeline of a fully custom build.

→ Check out the live store

NEW LAUNCHES

Gains in Bulk

Gains in Bulk is a supplement brand built around a hero product, Instantized Creatine, with the goal of being a household name in wellness. Their old store was patched together with custom code and templates. We rebuilt it into a clean, premium "Badass Wellness" brand. The redesign focused on fixing a low add-to-cart rate and improving mobile performance.

→ See the live store

USA Prime Sports

USA Prime Sports is a youth sports organization that acquires and partners with baseball clubs across the country. They had outgrown their setup on WordPress so we migrated them over to Shopify in two phases: marketing pages first, then a full team store with product bundling for hard goods like helmets, gloves, and bags.

→ See the live store

CONTENT OF THE WEEK

Why New York City is the best city to build a company

Ben just dropped a new YouTube video this week on why NYC is the best place in the world to build a company.

Here’s the TL;DR:

• First, the quality of people per square mile is unmatched in NY, you can build anything

• Second, nobody cares about you and that's what makes the city powerful

→ Watch the full video

BTW…

Ben just launched his own newsletter on LinkedIn where he's sharing what he's learning building Platter and his own personal brand. If you want more of the founder perspective, go subscribe!

EVENT OF THE WEEK

Sauna & Cold Plunge

Ben is hosting another rooftop sauna and cold plunge session. If you're in NYC and want to meet some great founders and brand operators, this is the one.

→ RSVP here

That's it for this week.

If you want to talk shop about your Shopify store, or just want to say hi, send me a message anytime.

See you next week.