How ProSoccer Turned Repeat Buyers Into 32% of Revenue with Growave

ProSoccer is a family-owned soccer specialty store based in Pasadena, California, serving the soccer community since 1991. The store carries everything for the game - cleats, jerseys, apparel, shin guards, balls, socks, and accessories - as an official partner of Nike, adidas, Puma, Umbro, and other leading brands.

The story began with founder Mike Tatikian, a die-hard soccer fan and former professional player who immigrated to the U.S. and built a life as an electrician while staying close to the game by coaching local kids. Noticing that families in Pasadena had to drive more than 30 miles to find quality gear, he invested his life savings, left his trade, and opened the first store on Colorado Blvd in 1991 to build something his family could grow into.

Within months ProSoccer became a household name in the area, at a time when major sporting goods retailers hadn't yet embraced soccer. It has since grown into a global destination for soccer fans, outgrowing two retail locations, opening its largest store yet in Pasadena, and adding a 7,000 sq. ft. fulfillment center in Irwindale to support a fast-growing online business on Shopify.

The mission has stayed the same since day one: serve soccer fans, players, and teams with authentic gear, expert advice, and the kind of service that comes from people who genuinely love the game.

Operational overhead for a family-run team - With every team member wearing multiple hats, juggling several vendors and support contacts pulled time away from customers and the business.

As a family-run store with over three decades of history, ProSoccer wanted to deepen customer loyalty and drive repeat purchases while simplifying the tools behind the scenes. The team was looking for a single, cohesive platform that could bring loyalty, reviews, and wishlists together and integrate cleanly with their Shopify setup across both online and in-store channels.

Shopify merchant ProSoccer chose Growave for its all-in-one approach, replacing three separate tools with a single platform for loyalty, reviews, and wishlists. Recommended by the store's developer, Growave was a clean fit with the existing Shopify setup from day one and simplified operations for the team while creating a more consistent experience for customers.

At the center of the strategy is the Pro Points loyalty program, built to make coming back feel rewarding from the very first interaction. Working with Growave's team, ProSoccer reworked its redemption structure so customers can use rewards on themselves or share them with a friend, helping drive new customer acquisition organically. For soccer players and families who buy cleats, jerseys, and gear throughout the year, every purchase becomes progress toward the next reward.

Bringing loyalty, reviews, and wishlists into one platform also reduced operational complexity, giving the team a single dashboard to check, one support team to work with, and one integration to keep healthy. Reviews add social proof and support conversion, while wishlists signal which products are drawing the most interest. Guidance from a dedicated customer success manager helped shape the loyalty strategy and its results.

With Growave, ProSoccer saw a clear and repeatable lift in repeat purchases, with customers returning specifically to redeem their rewards rather than shopping around. Repeat customers now behave like an entirely different segment, spending more per order and far more over their lifetime, and a small share of loyal shoppers drives an outsized portion of total revenue.Drove buying behavior and repeat purchases - points and rewards motivated purchases and kept customers coming back.

High redemption and discount usage rates confirmed that rewards weren't sitting idle, with customers intentionally coming back to use them, while a large balance of outstanding points points to a built-in pipeline of future visits. Consolidating loyalty, reviews, and wishlists into one platform also cut operational overhead and made the loyalty program one of the highest-ROI line items in the store's app stack. The migration to the new version of Growave was smooth, with no meaningful disruption and a noticeably faster, cleaner experience for both the team and customers.

Key Metrics Based on Monthly Averages and Overall Results