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Resource Type: Case Studies

CASE STUDY

Klean Athlete's Explosive DTC Growth with THG Commerce

Klean Athlete partnered with THG Commerce to accelerate its direct-to-consumer (DTC) growth, achieving impressive results through personalized bundles, seamless customer journeys, and data-led campaigns. 

By combining operational efficiency with a full-service ecommerce strategy, the brand expanded across Europe while cutting costs and boosting revenue.

The key results of this partnership include:
 

+83%

increase in revenue

+71%

rise in transactions

-71%

reduction in costs

March 28, 2024

  1. Klean Athlete's Explosive DTC Growth with THG Commerce
  2. The Challenges
  3. The Solutions
  4. The Results
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The US sports nutrition industry is projected to reach a staggering $52.11 billion by 2032. As consumers demand for clean, performance-driven, supplements soars, Klean Athlete, a brand founded by athletes for athletes, saw a critical opportunity to scale its DTC business globally.

But, to stay competitive in a fast-evolving market, Klean Athlete needed more than a traditional ecommerce setup – it needed a partner with end-to-end capabilities.

The Challenges

Klean Athlete’s existing DTC site was no longer meeting the brand’s ambitious goals. To unlock its next phase of growth, the team needed a solution that could deliver: 

  • Speed to market to stay ahead of trends and consumer demand 
  • Robust fulfillment for US and cross-border orders
  • Cost-effective operations to scale profitability 
  • Integrated marketing, content, and trading for consistent execution.

The Solutions

THG Commerce delivered a complete solution tailored to Klean Athlete’s growth ambitions. The approach focused on four key areas: 

  • Personalised bundles: Using customer data, THG created bespoke product bundles that increased average order value (AOV) and lifetime value (LTV). 
  • Frictionless customer journey: Optimised site navigation and checkout design reduced cart abandonment and improved conversions. 
  • Geo-targeted campaigns: Location-specific marketing focused on high-potential demographics, driving better ROI on ad spend. 
  • Trust-building brand strategy: Partnerships and brand ambassadors reinforced credibility and built a loyal customer community. 

With THG handling cross-border logistics and local fulfillment, Klean Athlete could confidently scale operations across the US and Europe, without compromising customer experience or profitability.

A man starting to race

The Results

The partnership delivered standout results year-on-year:

  • +83% revenue increase, surpassing  growth targets
  • +71% increase in transactions, highlighting the impact of conversion optimization  
  • -71% reduction in cost of sale, supporting sustainable scaling 
  • Expanded international reach, with efficient global logistics and fulfillment  

Klean Athlete's journey demonstrates what's possible with a bold vision, a customer-first DTC strategy, and a partner with the infrastructure to deliver at scale. 

From personalization and marketing to logistics and optimization, every element of the partnership with THG Commerce contributed to rapid growth and a stronger position in the global sports nutrition market.