Engineering the Marucci club experience.
Marucci makes bats and gear for ballplayers. Fans loved the product but had no reason to stay loyal to the store. IWD designed and built Club Marucci on Magento — a membership program that turns one-time buyers into repeat customers.
Marucci
Marucci is a premium baseball and softball brand used by players from travel ball to the big leagues. The problem wasn't getting customers — it was keeping them. A player buys one bat and drifts away. The next purchase goes wherever it's cheapest. No loyalty program. No reason to come back. Marucci needed a club that turned shoppers into members.
What we built for Club Marucci.
Club Marucci membership
Free and paid tiers (Big League and All-Star) mapped to customer groups that drive access and earning.
Custom rewards dashboard
A locker-room-styled account screen for points, membership, videos, and rewards, designed across devices.
Points for everything
Earn for purchases, reviews, video reviews, social shares, and referrals, on a Magento rewards engine.
Members-only Marucci TV
A custom video hub gating content by membership tier across YouTube, Vimeo, and uploaded video.
Recurring VIP membership
A paid tier billed annually via Magento recurring profiles, with clear renewal terms and self-service.
Join at checkout
A membership step and join-the-club overlay so shoppers opt in at the moment of purchase.
Creating a club experience that converts.
Making the club machine run seamlessly.
Rewards, membership, recurring billing, gated video, referrals, and email, wired together on Magento into one club, with a custom dashboard tying every piece into a single experience.
PlatformMagentoThe store the whole club is built on
LoyaltyMagestore RewardsPoints earning and redemption engine
ContentCustom Video ExtensionMarucci TV, gated by membership tier
RetentionTransactional EmailReferral, reward, and expiry emails- MembershipCustomer GroupsBig League & All-Star tier access
SearchElasticsearchOn-site catalog search and relevance- GrowthSocial SharingReferrals and share-to-earn
ExperienceResponsive ThemeCustom dashboard across all devices
SubscriptionsRecurring ProfilesAnnual VIP membership billing
Built in phases.
We built Club Marucci one layer at a time — each phase adding to the one before it.
- Phase 01Design the clubhouse
A locker-room-styled dashboard, club navigation, sign-up flow, and rewards screens — designed across desktop, tablet, and mobile to match Marucci's brand.
- Phase 02Build the rewards engine
Points for purchases, reviews, video reviews, social shares, and referrals. Big League and All-Star tiers mapped to customer groups so tier controls what members can access and earn.
- Phase 03Add membership & checkout
A recurring VIP membership with self-service management, plus a join-the-club step at checkout so shoppers sign up at the moment of purchase.
- Phase 04Launch Marucci TV
A custom Magento video extension powering a members-only video hub. Content gated by membership tier, supporting YouTube, Vimeo, and uploaded video.
A clubhouse that keeps players on the Marucci team.
Any store can add a points widget. Club Marucci ties rewards, tiers, video, and referrals into one experience that feels like the brand — not a plugin bolted onto checkout.
- Branded, not bolted on. A locker-room-styled custom dashboard makes the club feel like Marucci.
- Tier drives everything. Big League and All-Star map to customer groups that gate content and rewards.
- Members get exclusive content. Marucci TV gives members video the public never sees.
A store that
turns fans into members.
Club Marucci gives fans reasons to come back that a discount code never could. The brand gets a member instead of an anonymous order.
Get this for your storeReasons to keep coming back
Every interaction earns something — purchases, reviews, shares, referrals. The next bat gets bought where the points already live.
Every piece of Club Marucci, end to end.
Here's everything we designed and built — from the rewards engine to Marucci TV.
ProgramClub Marucci Loyalty Program
What it doesThe overall membership and rewards program, designed and built on Magento: free and paid tiers, a points economy, a members-only video hub, and a custom account experience tying it all together.
Why it matteredOff-the-shelf rewards plugins feel bolted on. Designing the program end to end let it carry Marucci's brand and match how a team-sport audience actually engages.
ExperienceCustom Rewards Dashboard
What it doesA locker-room-styled custom account dashboard, designed across desktop, tablet, and mobile, replacing Magento's default account with one screen for points, membership, videos, and rewards.
Why it matteredThe account page is where a member lives. A branded, on-theme dashboard makes the club feel like a destination instead of a settings page.
LoyaltyRewards Points Engine
What it doesA points economy on a Magento rewards engine (Magestore), earning for purchases, catalog spend, product reviews, video reviews, social shares, and referrals, tuned to Marucci's earning rules and redemption.
Why it matteredPoints are only motivating if they reward the behaviors the brand cares about. Configuring the rules made the program reinforce reviews, shares, and repeat buying.
MembershipMembership Tiers & Customer Groups
What it doesBig League and All-Star tiers mapped to Magento customer groups, so tier drives what a member can access, see, and earn across the store and the club.
Why it matteredTiers are the backbone of a club. Mapping them to customer groups let one mechanism gate content, pricing, and rewards consistently everywhere.
SubscriptionRecurring VIP Membership
What it doesA paid VIP membership billed on a recurring annual basis to the card on file via Magento recurring profiles, with clear renewal messaging and self-service management and cancellation.
Why it matteredA paid tier needs honest, low-friction billing. Recurring profiles plus plain renewal language kept the membership trustworthy and easy to manage.
ConversionJoin-at-Checkout Flow
What it doesA membership step in checkout and a join-the-club overlay, so a shopper can opt into the free club or add the VIP membership without leaving the cart.
Why it matteredThe moment of purchase is the best moment to join. Putting the club in the checkout captured members when intent was highest.
ContentMarucci TV: Custom Video Hub
What it doesA custom Magento video extension powering a Club House video hub: YouTube, Vimeo, and uploaded HTML5 video, with per-video access restricted by customer group and multi-store support, managed from the admin.
Why it matteredGated video gives membership a tangible payoff. A custom extension let the team publish and tier-restrict content without a developer in the loop.
GrowthReferrals & Social Sharing
What it doesRefer-a-friend and share-to-earn across social channels, wired to award points so members grow the club and spread Marucci content to earn rewards.
Why it matteredA loyalty program that also acquires customers compounds. Tying points to referrals and shares turned members into a growth channel.
RetentionLifecycle Emails
What it doesDesigned program emails: refer-a-friend, free-membership, and points-expiry reminders, keeping members aware of what they've earned and what's about to lapse.
Why it matteredPoints forgotten are points wasted. Timely lifecycle emails brought members back to redeem and re-engage before rewards expired.
ExperienceClub Navigation & Sign-Up
What it doesA custom club top-navigation (sign-in and account states, points, cart) and a branded sign-up and registration flow that routes members to the custom account rather than Magento's default.
Why it matteredNavigation and sign-up are the front door to the club. Designing them on-brand made joining and returning feel like one coherent experience.
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