WORLD OF WATER SPORTS
Built on two rivers, made for generations
WOW Sports, World of Watersports, is a designer and manufacturer of inflatable watersports and outdoor recreation gear, built on the heritage of two rivers and seven decades of water culture. Its catalog spans towable tubes, party islands, floating mats and docks, pool floats, backyard splash pads and slides, snow tubes, paddleboards, and accessories, each one real-world tested before it ships.
Long known through boat dealers and big-box retail, WOW came to Ruckus to build a direct-to-consumer home that could carry the brand and the business at the same time. The products were built for the water. The store needed to be built for the modern shopper.
From a dealer catalog to a direct store
WOW knew its products cold. What it needed was a storefront that could sell them directly, without breaking the back office that already ran on NetSuite. That meant more than a new theme: rebuilding the shopping experience, wiring it into the systems that fulfill and support every order, and reorganizing a sprawling catalog into something a family could actually shop. Ruckus took on the whole picture: design, build, integration, and migration.
An experience that sells summer
Ruckus designed the storefront from style tiles through full desktop and mobile layouts, giving WOW a look as energetic as its products. A seasonal homepage hero rotates with the calendar, from lake days to fall adventures to winter sledding, a category mega menu opens the full range across Lake, Backyard, Pool, Snow, and Accessories in a single scannable view, and checkout flows were refined for mobile down to how addresses are entered.
On Shopify, Ruckus balanced speed with craft, building on a proven theme where it made sense and going fully custom where it mattered most. The product detail page was designed from scratch to do justice to gear people buy with their eyes, while collections, seasonal banners, and a dedicated exclusives page gave merchandising room to move.
One store, wired to the back office
The hard part of DTC is not the storefront, it is everything behind it. Ruckus connected Shopify to WOW's NetSuite ERP through Celigo, so an order placed online becomes an order in the system that fulfills it, no re-keying, no parallel spreadsheets. Warranty claims were reengineered too, routing proof of purchase, product details, and photos from the store through Celigo into NetSuite, and an integrated dealer locator kept WOW's dealer network in the picture.
Years of products, parts, and SKUs were migrated and remapped by hand into the four ways families actually shop, Lake, Backyard, Pool, and Snow, with redirects in place to protect hard-won search rankings through the move. One sprawling catalog became four clear worlds.
A dealer-built brand now sells direct
Ruckus designed and built WOW's direct-to-consumer storefront on Shopify and took it live for peak season, with orders and warranty claims flowing through Celigo into the ERP that runs the business, no double entry. WOW still sells today on the experience, taxonomy, and integrations Ruckus built, from lake to backyard to snow.
