The Challenge
Growing Brand Meets Grinding Machinery
Aventon had the hard part figured out. The eBike brand had built an avid base of riders, professionals and weekend cyclists alike, and reached mid-market scale on the strength of its products. But as the brand grew, its digital machinery ground to a halt. Aventon had a default Shopify theme structure, mostly static pages, and a codebase that needed deployments just to keep content current.
The strain showed at every level:
- The conversion gap had become a boardroom alarm. Benchmarks from every direction — category data, platform reps, peer CEOs — put competitors’ conversion rates at multiples of Aventon’s.
- Velocity had collapsed. Work that should take two to three weeks was stretching to eight to twelve, as a backlog of projects grew faster than the team could sustain. A previous outsourced rebrand had left the site with errors and sticky points rather than momentum.
- The site itself was unreliable. Pages broke frequently, updates landed unevenly, and the design lost cohesion.
- And hiring couldn’t close the gap. A dev environment that was never built to scale, a two-person team, and a tough hiring market left no internal path forward.
Our conversion rate, according to all these third-party sources, was much lower, and we were leaving money on the table as a result. But we were stuck. We were unable to fix it on our own.
Adele Nasr
CMO, Aventon
So Aventon ran the search properly: interviews, proposals, meetings — a laborious vetting process that left the team cold on most candidates. Anatta stood apart on care and on model.
Anatta's approach was really unique in that it allowed us to augment and extend our team, versus replace the team. With Anatta, it was like having an extension of our team.
Adele Nasr
CMO, Aventon
