goba Sports Group · Sporting goods
goba.life
goba.life is the multi-brand Shopify platform I own at goba, running across four markets with separate regional instances, NetSuite integration through Celigo, a Bloomreach CDP and AI-assisted customer care.
- Role
- Director, Business Applications
- Timeframe
- 2024–2026
- Stack
- Shopify · NetSuite · Celigo · Bloomreach CDP
The situation
goba is a 9-figure sports group. Springfree Trampoline is the brand people know, but the group is bigger than one brand, and it has customers in four markets. Running a separate build for every brand and market gets expensive fast. Each market brings its own currency, tax and fulfilment realities, the group runs on NetSuite behind the scenes, and shoppers don’t care how many brands share a parent, they just expect the store to work. What the group needed was a commerce platform it could keep, where a new brand or market lands on patterns that already exist instead of starting a fresh project.
What I did
goba.life is what we built. It’s a multi-brand Shopify platform run as separate regional instances, one per market, so each region keeps control of its catalog, pricing and pace. NetSuite stays the system of record, with Celigo moving orders, inventory and customer data between the ERP and every storefront. Bloomreach sits across the whole thing as the CDP, so the group can recognise one customer instead of four regional fragments of the same person. Customer care is AI-assisted. Agents propose, humans approve.
My job was the architecture and the decisions that are expensive to reverse, like which markets get their own instance, where the ERP boundary sits and what the CDP owns. The care piece belongs to a wider operating model we’re still building, where agents draft Shopify work, route marketing requests and stage QA for human review.
What changed
Four regional instances are live. Orders and inventory move between the storefronts and NetSuite through Celigo, and nobody re-keys anything. The group works from one view of the customer instead of four. And when someone writes in, an agent drafts the reply and a person decides whether it goes out.
I’m deliberately not putting outcome numbers on the AI side yet, because we don’t have honest ones. It’s a transformation in progress, and the structure came first on purpose. What I can say is that the group now has one platform to get better at, and four markets that benefit when it does.