// Case studies
Bringing an international fitness brand to Hungary
– a modern B2B catalogue website for SHUA Fitness equipment
We built the official Hungarian website and product catalogue for SHUA Fitness, one of the world's leading fitness equipment manufacturers. The goal was a modern, striking and informative site that meets both the parent company's brand standards and the local distributor's B2B marketing goals.
UX/UI design
WordPress development
WooCommerce catalogue
B2B website
Product catalogue
Brand site design
Responsive web design
Media-rich product pages
On-brand facelift
Product page UX
// Working together
Our work together
// SHUA Fitness
Project idea
The aim was to give the international brand a professional, fresh and trustworthy home in Hungary. The main audience is fitness equipment resellers, gym owners and larger B2B buyers. They don't need a typical shop; they need detailed, well-structured product information and clear brand messaging. The site runs on WooCommerce but works as a catalogue, supporting buying decisions with information, visuals and product overviews.
// alap design
Our role
We designed and built a local brand site and catalogue that keeps SHUA's core brand elements while giving it a fresher, more dynamic look for the Hungarian market. Product pages had to handle many galleries, videos and media in different aspect ratios.
A particular challenge: much of the supplied content was formatted for mobile, while the B2B audience mostly browses on desktop.
// alap design
Shared strategy
The site had to follow the parent company's brand rules and serve the distributor's business goals at the same time. It needed to keep SHUA Fitness's character while presenting products in a fresher, more dynamic and more usable way. So rather than a plain product list, it became a B2B catalogue that helps larger buyers compare, explore and get in touch.
// Functional solutions
Key features
WooCommerce-based catalogue
Built on WooCommerce, but working as a product catalogue rather than a shop, supporting B2B research and lead generation.
Detailed product pages
Product pages focus on showcasing the equipment, making it easy to understand visually and giving buyers the information they need to decide.
Media-led product presentation
The many galleries and videos got a more dynamic layout than a standard product page.
Desktop-first B2B experience
We designed with the fact in mind that larger buyers and trade partners mostly browse on desktop.
On-brand modernisation
The international brand's key visual elements stayed, while the Hungarian site got a fresher, more energetic and modern feel.
Built for resellers and gyms
The site's structure and content are built around what resellers, equipment dealers and gym owners need to know.
// Brand foundations
Brand identity
As the official Hungarian brand site, it had to keep SHUA Fitness's core identity. The aim wasn't a rebrand, but a digital presence built on the international brand's visual character, with a fresher and more dynamic feel for the local market. The design balances professional B2B credibility with the energy you'd expect from the fitness industry.
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// Website details
Key website elements
Brand introduction sections
The homepage and brand sections show SHUA Fitness's international background, reliability and market standing in a quick, visually strong way.
Catalogue structure
The catalogue makes it easy to browse equipment categories, so B2B visitors find their way around the range.
Gallery and video-led product pages
On product pages, images and videos aren't extras: they're the heart of the presentation.
