Case Study

The Pro's Closet

Project Summary

Founded in 2006, The Pro’s Closet has gone on to become the leading retailer in pre-owned cycling.

They have 2 core objectives to their business model:

  1. Sell Your Bike – where customers can sell their unwanted bikes to The Pro’s Closet for cash or credit towards and upgrade.
  2. Resell - they sell a wide range of the top cycling bike brands & accessories across Road / MTB / Gravel & Commuter.
What We Did
  • - Paid Search & Shopping (Google Ads / Bing Ads)
  • - Video (YouTube)
  • - Display (Programmatic / Remarketing)
  • - Paid Social
  • - Email Automation
  • - Lead Generation


The Pro's Closet is in a very competitive sector and aligned to their ambitious sales targets for both buy & sell they required a detailed strategy to drive profitable growth.

A major problem was the frequency their product catalogue changed due to most of their products being unique 1 off items so all marketing efforts and spend needed to be updated regularly to ensure when an item goes out of stock it was quickly removed to prevent 'leakage' of budget.

The Pro’s Closet & Groundswell partnership kicked off in October 2019 with a full review of their existing ecommerce setup including the following areas:

  • Ecommerce discovery
  • Analytics review
  • UX walkthrough
  • Digital growth strategy


After completing the ecommerce discovery, Groundswell worked with The Pro’s Closet to develop a multichannel approach that would capitalise on demand, fuel the ‘sell your bike’ arm of the business and help build The Pro’s Closet into a leading brand in US cycling. We helped achieve this via:

  • Paid Search and Shopping ads via Google and Bing
  • Video Advertising (YouTube)
  • Display (Programmatic and Remarketing)
  • Paid Social
  • Email automation and lead generation

With a proven track record in the industry, dramatically and cost effectively boosting The Pro's Closet's performance marketing metrics and revenues from our initial engagement, a long term partnership with Groundswell was simply a smart business decision.

Matt Heitmann, CMO - The Pro's Closet


  • Online transactions increased by 66%
  • Average order value increased by 76%
  • Number of website visits up by 242%
  • Email newsletter subscribers up to ca. 200k

*01/10/2019 – 31/01/2021 vs previous year


Revenue Growth


Bike Sales Increase

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