Club Marucci: a loyalty program engineered into a Magento store.
Marucci makes bats and gear for ballplayers. IWD designed Club Marucci and built it through custom Magento development: a locker-room-styled rewards dashboard, points for everything from reviews to referrals, tiered membership with a recurring VIP, and a members-only video hub.
Marucci
Marucci is a premium baseball and softball brand, the bats, gloves, and gear used by players from travel-ball diamonds to the big leagues. A following like that is expensive to win and easy to lose: a player who buys one bat and drifts away buys the next one wherever it's cheapest. Marucci needed the store to give that player a reason to stay, a club rather than a checkout, the kind of loyalty and membership experience our design and Magento team is built for.
A store sells once. A club keeps fans coming back.
So we designed and built 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.
This program was engineered,
not assembled.
A points plugin is a checkbox. A branded membership program, with tiers, a custom dashboard, gated video, and recurring billing, is a build. So we designed and built it.
Many parts run as one clubhouse.
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.
Club Marucci came together in stages: design the clubhouse, build the rewards engine, add membership and checkout, then launch Marucci TV, each phase building on the experience beneath it.
- Phase 01Design the clubhouse
Wireframing and designing the Club Marucci experience across desktop, tablet, and mobile: a locker-room-styled account dashboard, club navigation, sign-up, and the rewards and video screens, all on Marucci's brand.
- Phase 02Build the rewards engine
Implementing the points program on Magento (purchases, reviews, video reviews, social shares, and referrals), and mapping Big League and All-Star tiers to customer groups so tier drives access and earning.
- Phase 03Add membership & checkout
Building the recurring VIP membership on Magento recurring profiles with self-service management, plus a join-the-club step in checkout so shoppers opt in at the moment of purchase.
- Phase 04Launch Marucci TV
Shipping a custom Magento video extension powering a members-only Club House video hub, gating content by membership tier across YouTube, Vimeo, and uploaded video.
A rewards widget hands out points. A clubhouse keeps players on the team.
The hard part isn't any single feature. It is making points, tiers, recurring membership, gated video, referrals, and email feel like one branded clubhouse, on a custom dashboard, instead of a generic plugin bolted onto the side of the store.
- 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 a payoff. A gated Marucci TV video hub gives members content the public never sees.
A store that
turns fans into members.
The build is never the point. The point is the second purchase, and the third: Club Marucci gives a fan reasons to come back that a discount code can't, and gives the brand a member instead of an anonymous order.
Get this for your storeReasons to keep coming back
Points for purchases, product reviews, video reviews, social shares, and referrals mean every interaction earns something, so the next bat or glove gets bought where the points already live.
The build ran from program design through rewards, membership, and content.
Club Marucci is loyalty design, a points economy, tiered membership with recurring billing, a gated video hub, referrals, and lifecycle email, all on Magento behind one custom dashboard. This is the design and engineering the engagement covered.
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.
Want a store that keeps customers coming back?
Winning a customer once is the expensive part. We design and engineer loyalty, rewards, and membership experiences on Magento and Adobe Commerce that turn that first order into a membership, and we stay on to grow the program. Tell us what you're building.