Project Wellness Equipment

A professional equipment catalogue, and a quotation journey built around the way they sell.

Project Wellness Equipment supplies professional fitness equipment to gyms, hotels, personal training studios and Pilates centres, from space planning to installation. We designed and built a B2B catalogue and a quotation system written entirely in code, so a whole facility can be put together and requested in one go.

Industry
B2B fitness equipment
Location
Rome, Italy
Year
2024/26
BrandDesignDevelopment
4steps from the product list to a complete request
0plugins: the quotation system is written in code
2platforms over time, Shopify first and Webflow today
The challenge

Making complex equipment selection feel simple.

Fitting out a gym or a studio is rarely about one machine. Buyers choose several products and need to explain their space, needs, timing and budget before anyone can prepare a quote. The sale is consultative, and the website had to support it.

The audience is wide, from the trainer looking for a specific treadmill to the owner planning an entire facility. The challenge was to bring catalogue, product presentation and commercial requests into one coherent journey, so the site would do more than show products: it would help build a tailored quote.

Approach

From product discovery to tailored enquiries.

Three principles shaped every page and every interaction.

  1. 01Structured discoveryEquipment organised by category, brand, collection and type of facility, so every visitor reaches the right products quickly.
  2. 02Frictionless selectionMachines go into a quote list from anywhere on the site, without interrupting the browsing.
  3. 03Contextual lead generationA guided request that collects what the sales team actually needs to prepare an offer, instead of a generic contact form.
What we did

One project, step by step

Design01

Catalogue and information architecture

Designed for discovery.

1.1Four ways in

Categories (cardio, Pilates, weight stack, free weights, multistations, benches, flooring and more), brands such as Project Wellness Equipment and Shua Fitness, collections and series, and the type of facility.

1.2Product pages as templates

Every machine follows the same structure: name, product code, type and description, then details, operating rental and warranty, the muscle groups it trains, and “add to list”.

1.3Paths by sector

Dedicated pages for Pilates centres, hotels, personal training studios and other facilities, each pointing to the equipment that fits.

Development02

Development

Built to work. Designed to connect.

2.1Webflow and CMS

The platform runs on Webflow, with dynamic content for products, categories and pages, and custom components where the standard ones were not enough.

2.2Responsive and search ready

Responsive layouts for catalogue, product pages and the quote flow, and structured page metadata for search.

Key featureCustom codeConversion design

A custom-built quotation experience. Not an off-the-shelf solution.

A quote request system designed around the way Project Wellness Equipment sells. It is written entirely in code, developed with the support of Claude Code, and integrated into the Webflow site.

No pre-built plugin: the list, the steps and every state in between were designed for this flow.

  1. 01Product selectionBrowse the catalogue, add equipment, review the list.ProductsQuantities
  2. 02Project informationType of facility, size of the space, indicative budget.Facility typeSpace sizeBudget
  3. 03Project requirementsWhat the project needs, and when.NeedsTiming
  4. 04Contact detailsOne request, sent with the products and every answer attached.Contact details
AAdd from any page
“+ Aggiungi” turns into “Aggiunto” with a quantity stepper, and the counter on the list icon updates.
BThe list, always at hand
A side panel to review the selection, change quantities, empty the list or go straight to the request.
CStep 1, product summary
The request opens with the selected machines, their codes and quantities, the four steps always visible on the left, and a way back to the catalogue.
DNothing selected yet
An empty state that sends people back to the catalogue, instead of a dead end.
Timeline

An evolving digital partnership

  1. 2024Rebranding and a first Shopify siteA new identity and a custom Shopify site for a Rome based reseller of professional gym equipment.
  2. 2025 to 2026A B2B platform on WebflowCatalogue architecture, content structure, dynamic pages, SEO and interface design.
  3. 2026The custom quotation systemQuote list, four step request and its interface, written in code.
  4. OngoingCommunication and marketingBrevo newsletters, promotions, launches of new equipment such as Pilates machines and Rehoboth multistations, social content and campaign material.
Results

What it delivers

  1. 01A catalogue people can explore by category, brand, collection and type of facility.
  2. 02Product pages generated from the CMS, with the same clear structure for every machine.
  3. 03A four step quotation flow that sends products and project details in one request.
  4. 04A custom interface written in code, with no third party plugin to depend on.
See it liveprojectwellnessequipment.comvisit the website
Ongoing

What we’re working on now

The collaboration keeps going. These are the projects open right now.

ProductIn developmentA CRM for the internal sales networkWe are designing and building a CRM for the company’s in-house network of sales agents.
BrandOngoingCommunication designGraphic design for the website and for live events, and the newsletters.
Next projectEl MichiMore than a vegan restaurant. A digital home for food, community, coworking and events.all projects
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