America's largest goalkeeping outfitter replaced an underperforming Smile.io widget with a fully redesigned loyalty program, customer accounts, and wishlist. Month one delivered $16,000+ from loyalty, $5,000+ from account upsells, and $1,100+ from the wishlist.
West Coast Goalkeeping is America's largest goalkeeping outfitter, kitting out keepers from grassroots clubs through to the professional game. The brand designs and sells gloves, apparel, and training gear built specifically for goalkeepers, and their gloves were most recently worn at the World Cup by the USA Men's National Team. They sell direct-to-consumer through Shopify to a highly engaged community.
West Coast Goalkeeping already had a loyalty program, but it was stuck inside an outdated Smile.io widget and doing very little work. The program had no real strategy behind it, no meaningful way to recognise the customers who spent the most, and no visibility into who those customers actually were. On top of that, a separate wishlist app sat alongside it, adding another subscription and another disconnected experience for a brand whose customers are among the most loyal in sport.
westcoastgoalkeeping.com
“Cannot say enough good things about the team at Mage Loyalty, one of the absolute best organizations we have ever worked with, full stop! So glad we connected with them, completely redid our loyalty program, new concepts, use of loyalty, increasing user engagement, showing us where we were not valuing our best customers, just WOW, amazing team!”
Mage rebuilt the program from the ground up rather than porting it across. The team redesigned the entire loyalty page, developed new earning and reward concepts around how goalkeepers actually shop, and built a full relaunch strategy to bring the existing customer base back in. West Coast Goalkeeping launched on Mage Customer Accounts and the built-in wishlist at the same time, letting them retire their old wishlist app and consolidate the stack. In the first month the program generated over $16,000, account upsells added more than $5,000, and the wishlist drove $1,100+ on its own.
The biggest problem with the previous setup was not that it was broken, it was that it was invisible. West Coast Goalkeeping had no way of seeing which customers were worth the most, and no mechanism for treating them differently. Mage's redesign surfaced that gap immediately, then built the tiering and rewards to close it. For a brand with a genuinely devoted community, recognising the top of that community turned out to be the single biggest lever available.
