Case study · Ecommerce Growth
Tennis Express is a Houston-founded specialty retailer that grew from a single courtside store into one of the world's largest tennis and racquet-sports destinations. Zen in Tech leads the flagship performance-marketing and redesign engagement — a Shopify storefront rebuild plus ongoing development, SEO, paid search, and social.
The designs
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The brief
Tennis Express carries dozens of top racquet-sport brands across racquets, footwear, apparel, strings, bags, ball machines, and a fast-growing pickleball and padel range. A catalog and customer base at that scale need a storefront that stays fast, easy to navigate, and reliable across a deep product tree — while specialty features like the online racquet demo program and Coupons & Specials keep working exactly as enthusiasts expect.
On the growth side, the account demands disciplined stewardship of a large, always-on media investment. With an advertising budget of $1,000,000 per year, every dollar has to be tracked, tested, and tied back to catalog performance — spanning paid search, shopping, and social — and coordinated with SEO and the storefront itself so acquisition and merchandising move together rather than in silos.
What we delivered
A full website redesign of the Tennis Express storefront on Shopify, rebuilding the shopping experience around a deep racquet-sports catalog, product search, and cart, with specialty sections like Running Express and Pickleball.
Continuous development, refinement, and support of the storefront — maintaining category and product pages, the racquet demo program, and Coupons & Specials so features stay reliable as the catalog and seasons change.
Search engine optimization across a large product and collection tree, aligning category structure, product pages, and content so the storefront earns visibility for high-intent racquet-sports queries.
Paid search and shopping campaign management under a $1,000,000-per-year advertising budget, structured, tracked, and optimized against catalog performance across the account.
Social campaigns that extend the brand's enthusiast, player-to-player voice and connect audience demand back to the storefront and active promotions.
Redesign, development, SEO, paid search, and social run as one program, so merchandising, acquisition, and site performance reinforce each other rather than operate separately.
Results
A $1,000,000-a-year paid-media program, run on one of the world’s largest tennis retailers.
Always-on paid media across Google Search, Shopping & Performance Max, and Meta — structured, tracked and optimized daily.
Every dollar aimed at shoppers actively buying racquets, shoes, strings and gear — not vanity reach.
Thousands of SKUs and specialty sections on a Shopify storefront tuned to turn the click into a cart.
Purchases attributed back to campaigns and continuously optimized to return on ad spend.
Our approach
We treat Tennis Express as a single system rather than a stack of separate deliverables. The Shopify redesign and ongoing development give the catalog a fast, dependable foundation; SEO shapes how that catalog is discovered; and paid search and social drive qualified demand into it. Because the same team owns the storefront and the media, changes to merchandising, categories, and promotions flow straight through to campaigns and back again.
That coordination is what lets a $1,000,000-per-year media investment work hard. Spend is structured around real catalog and seasonal demand, tested continuously, and kept in step with the storefront and SEO — so the engagement is built to protect and grow an account where the overwhelming majority of revenue is digital, without losing the specialty-retail experience that Tennis Express is known for.
Services on this project
Stack & tools
This is Zen in Tech’s flagship performance-marketing and redesign engagement, structured to grow a retailer that does the large majority of its sales online. The work is designed to keep a large racquet-sports catalog fast and reliable on Shopify while putting a $1,000,000-per-year advertising budget to disciplined, measurable use across search, shopping, and social. Figures reflect the stated scope of the engagement; specific performance outcomes are managed privately with the client.
FAQ
We lead the flagship ecommerce growth engagement: a full website redesign on Shopify, ongoing development and support, SEO, PPC and Google Ads, and social media marketing — run together as one program for the racquet-sports retailer.
Zen in Tech manages an advertising budget of $1,000,000 per year for the Tennis Express account, spanning paid search, shopping, and social.
The storefront runs on Shopify. Our redesign and ongoing development work is built around Shopify's collections, products, and cart, including specialty sections like Running Express and Pickleball and the racquet demo program.
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