NovaFit Energy makes artisanal sports nutrition in Catalonia — energy bars and gels built on real fruit pulp rather than industrial maltodextrin. Nutrición deportiva artesanal. Fruta real. Energía real.

They sell direct to consumers in seven languages across five pricing zones, plus a retail-stockist line.

The engagement

This was not a website build. The store already existed, built by a previous vendor, and the work began as a takeover audit in February 2026 — then became an ongoing programme of remediation, growth engineering and strategy on an inherited WooCommerce platform.

What was delivered

  • Performance rescue. Lighthouse went from 40 to 87 on desktop and 43 to 62 on mobile in fifteen days, by removing an N+1 AJAX query, unbounded queries, a database write on every page view that was silently defeating full-page caching, and five nested output buffers. Work continued for months afterwards.
  • Seven-language commerce integrity. An audit of more than 5,000 translatable strings across 64 database tables surfaced 537 defects, repaired through a reviewable and rollbackable migration with automated safety checks — plus per-language SEO metadata and checkout localisation.
  • Product-line launch engineering. The energy-gel range was launched across seven locales and five pricing zones with staged content, a scheduled atomic go-live, smoke tests and a documented rollback plan.
  • SEO and GEO strategy. Brand positioning, an AI-search readiness programme (llms.txt, crawler policy, Product/Offer/FAQ schema), a keyword territory map and a multi-locale editorial pipeline.
  • Measurement and attribution engineering. Four months of order attribution had been silently lost — the client-rendered checkout never stamped WooCommerce’s attribution inputs — and the purchase event was being killed by a redirect. Both were diagnosed and rebuilt, behind a cache-safe, consent-gated tracking layer.
  • Paid-social launch enablement. Meta Pixel, Conversions API, catalog sync, domain verification, a UTM taxonomy and lead/purchase events, delivered with an end-to-end validation gate and a launch runbook the client could execute themselves.
  • Platform strategy. An evidence-based Shopify-versus-WooCommerce evaluation with three-year cost modelling and payment and compliance risk analysis. The recommendation was to stay on WooCommerce: Bizum accounts for a quarter of orders, organic for roughly 40% of attributed revenue, and the Canary Islands VAT and VeriFactu obligations would have regressed.

Stack

WordPress with WooCommerce and HPOS, Polylang Pro for seven languages, Elementor, and a heavily customised child theme carrying the optimisation work. Payments run through Redsys and Bizum. Pricing is zoned across five regions with the correct Spanish food VAT treatment, including 0% for the Canary Islands, Ceuta and Melilla. Hosted on CDMON behind Cloudflare.

Consultancy provided by Nexo Apex SL.