Gazelle Sports Announces Upcoming New Website Brand Refresh and UX with CQL

Gazelle Sports

[Grand Rapids, MI.] Gazelle Sports, the Michigan-based running specialty shop and athletic & fitness lifestyle retailer with multiple retail locations in Michigan, has announced a long-term partnership with Digital Agency CQL to refresh and modernize the Gazelle Sports website, The new website, planned for Q1 2023 and remaining on the Shopify Plus commerce platform, will lay the foundation of continued growth for Gazelle Sports with a new customer journey, streamlined navigation and site taxonomy, enhanced product pages (PDPs), and optimized site performance.

CQL will bring the Gazelle Sports’ new brand to life through a unique shopping experience built on Propel, CQL’s proprietary Shopify Plus theme. By leveraging Propel, CQL can focus more on Gazelle Sports’ new design, messaging, and user experience, and less on development. The upgrade to a Shopify 2.0 theme will deliver an industry-leading user experience; optimize site performance, enhance the navigation, taxonomy, content structure, and search using Searchspring; and provide operational efficiencies.

“It was key for Gazelle Sports to support our community by finding a local Michigan agency and building a long-term partnership. Our team is impressed with CQL’s depth of experience, from the excellent discussions during discovery to the transparency in the site enhancement process. With a large number of brands in the fitness industry, CQL understands our business, our vision, and our challenges, and will support us during our expansion and growth,” says Ethan Treber, Gazelle Sports’ Ecommerce Manager.

Scott Robertson, Managing Director of CQL, knows that when it comes to online shoe buying, a customer’s user experience is not one-size-fits-all. “In partnering with dozens of leading enterprise apparel and footwear brands, CQL is privileged to provide industry best-practice recommendations to Gazelle Sports to enhance their customer journey and elevate their brand. When we understand the business goals and vision of the user journey, we can overcome Shopify challenges like 100 variant limits, providing new possibilities on existing commerce platforms that deliver outstanding user experiences and drive conversions.”

About Gazelle Sports

At Gazelle Sports we actively pursue, encourage and celebrate a healthy lifestyle. We strive for retail excellence by providing the world’s best customer care, focusing on a never ending commitment to unmatched product knowledge and creating friendly, positive relationships with customers, vendors and our communities. We’re Michigan-based, locally owned and operated and proud to be born and raised in the Mitten. It is our mission to pursue, encourage and celebrate healthy lifestyles here in our local communities and beyond. For more information, please visit

About CQL Corp

CQL is a digital commerce agency with a 27+ year history of creating commerce experiences and solutions for inspiring brands and people who love them. CQL’s unparalleled technical expertise and experience design coupled with industry leading eCommerce platforms, has helped retailers and manufacturers drive record on-line revenue, build new channels, and envision world-changing ideas. Headquartered in Grand Rapids, Michigan, our clients include Petsmart, e.l.f. Cosmetics, Wolverine Worldwide, Bauer Hockey, James Avery Artisan Jewelry, Escalade Sports, Costa Del Mar and more. For more information, call 616-365-1000 or visit

About Shopify Plus

Shopify is a leading provider of essential internet infrastructure for commerce, offering trusted tools to start, grow, market, and manage a retail business of any size. Shopify makes commerce better for everyone with a platform and services that are engineered for reliability, while delivering a better shopping experience for consumers everywhere. Proudly founded in Ottawa, Shopify powers over 1.7 million businesses in more than 175 countries and is trusted by brands such as Allbirds, Gymshark, Heinz, Staples Canada, and many more. For more information, visit

About Searchspring

Searchspring delivers the ultimate shopping experience. As the #1 search, merchandising, and personalization platform built exclusively for ecommerce, Searchspring enables brands to get the right product, to the right person, at the right time. With Searchspring, customers such as Chubbies, Pura Vida, Moen, Fabletics, Peet’s Coffee, SKIMS, West Elm, Specialized, Wildfang, and Ripcurl are increasing cart size, conversion, and repeat customers. Founded in 2007, Searchspring has offices in San Antonio, Denver, Toronto, Krakow, and Sydney. Learn how Searchspring is helping ecommerce businesses thrive at