Built from Scratch. Built to Win. Two Years of Ecommerce Growth for Allgaier Performance.
Client: Allgaier Performance
Industry: Automotive Racing Parts & Performance Products
Agency: Blayzer Digital
Platform: BigCommerce, EBMS, Motorstate Distributing
Services: Ecommerce Development, Custom ERP Integration, SEO, Google Search Ads, Meta Ads, BigCommerce Maintenance
Tools & Integrations: EBMS, Motorstate Distributing, TaxJar, Rewind Backups, Square Payments, ShipStation, Google Merchant Center, Google Business Profile
Project & Performance Highlights
Blayzer built Allgaier Performance’s ecommerce operation from the ground up, then spent two years turning it into a growth engine. Here’s what that looks like.
Allgaier Performance:
50 Years of Racing. Now Online.
Allgaier Performance is a family business built on racing, descended from Hoosier Tire Midwest, a racing tire institution founded more than 50 years ago in Springfield, Illinois. Today the company is owned by NASCAR Xfinity Series driver Justin Allgaier, whose name is synonymous with competitive racing across dirt ovals and asphalt tracks throughout the Midwest and beyond.
The business covers everything a competitive racer needs: tires, performance parts, custom shock absorber sales and service, and fabrication. Physical locations in Springfield, IL and Brownsburg, IN serve racers in person, while a third location anchors distribution. Allgaier is also the world’s largest distributor of Hoosier Racing Tires.
With over 10,000 SKUs and a customer base that spans weekend dirt racers to professional teams, Allgaier had built a powerhouse operation. What they hadn’t yet built was the ecommerce presence to match it. That’s where Blayzer came in.
The Challenge:
Build a Foundation Worthy of the Brand
Selling performance parts and racing tires online is operationally complex. Catalogs are large and technically specific. Inventory has to stay accurate across multiple physical locations. Orders need to move cleanly through business systems without manual overhead.
Allgaier’s existing setup wasn’t built to handle that at scale, and it was limiting what the brand could do digitally. A 50-year-old racing institution with a professional NASCAR driver’s name on the door deserved an ecommerce operation that reflected the depth of the business behind it.
Before marketing could move the needle, the foundation had to be right. The new platform needed to:
Why BigCommerce for a Racing Parts Ecommerce Store
BigCommerce provided the catalog depth, API flexibility, and multi-location inventory framework that Allgaier’s operation required. Not every ecommerce platform is built for a catalog this complex.
Built for Catalog Scale
Product data, variants, category structures, and search all perform at scale without the performance trade-offs that cripple simpler platforms when SKU counts climb into the tens of thousands.
Open API Architecture
The open API made the custom EBMS integration achievable. Orders flow from the storefront into Allgaier's business management system automatically, creating invoices and customer records without manual entry.
Multi-Location Inventory
The native multi-location inventory framework gave the team a foundation to surface accurate stock levels across Springfield, Brownsburg, and the distribution center, something racers need to know before making a trip or placing an ord
Built to Support Marketing Growth
As paid media, SEO, and product feed campaigns scaled, BigCommerce provided the stable infrastructure to support them without adding backend complexity or maintenance burden
For a business this operationally complex, the platform choice isn’t a minor detail. It’s what makes everything else, the marketing, the catalog optimization, the feed management, possible.
Phase 1:
Building the Platform
Blayzer designed and developed a new BigCommerce store built around Allgaier’s catalog depth and operational complexity. The centerpiece was a custom integration connecting BigCommerce to Allgaier’s EBMS business management system and the Motorstate Distributing product catalog, one of the largest racing parts catalogs in the industry.
The integration meant product data, inventory, and orders could flow between the storefront and Allgaier’s backend systems without manual overhead. Daily automated syncs kept pricing and stock levels current. Three physical locations. One connected platform. The new site launched in April 2024.
Phase 2:
Launching Digital Marketing
With the platform live, Blayzer launched digital marketing support in summer 2024. Every channel was built to work with the new platform. Accurate product data, clean site structure, and a catalog connected to the business gave marketing more to work with from day on
Racers who know what they want search for it directly, a specific tire compound, a shock rebuild, a part number. Google Ads put Allgaier in front of that intent from day one. Meta built the audience around it, reaching racers on the platforms where they follow the sport between purchase cycles.
Phase 3:
Making the Catalog Work Smarter
A large parts catalog sourced from a major distributor is a double-edged asset. It means enormous product selection, but it also means thousands of items that are perpetually out of stock, generating dead-end pages for customers and crawl waste for search engines.
Blayzer built a custom inventory reporting system that identifies products reliably unavailable across locations. That intelligence gets applied in three places simultaneously: the website, the Google Ads product feed, and the Meta Ads product feed.
Website Catalog Cleanup
Reliably out-of-stock products removed from the live storefront, freeing crawl budget for pages that can convert and eliminating the frustration of landing on unavailable items.
Google Ads Feed Focus
Ad spend concentrated on in-stock, in-demand products. Instead of spreading budget across a vast catalog, Shopping campaigns now surface what's actually available and moving.
Meta Ads Feed Focus
The same inventory intelligence applied to Meta product feeds, tighter targeting and product ads that don't send buyers to dead ends.
Instant Impact
The inventory optimization went live and the metrics moved. With the feed focused on in-stock, in-demand products, the Allgaier Shopping campaign drove 135% more clicks and delivered more than 150% more revenue per dollar spent in the first 30 days, without increasing the budget. Cleaner data in means better results out.
The Results:
Two Years of Compounding Growth
You don’t win a race in the first lap. You build pace, stay consistent, and let the gap widen. Blayzer drove growth across every channel: paid search, organic, and social, building an audience, earning search placement, and converting racers at every stage of the buying cycle.
Ecommerce revenue grew roughly 9x from the launch quarter to Q1 2026, averaging nearly $8,000 per month. Allgaier’s ecommerce operation turned ROI-positive within six months of marketing launch, right in line with Blayzer’s standard growth timeline for new ecommerce builds.
For Allgaier, a purchase isn’t the only win. Shock service work orders submitted through the site feed high-value service revenue for the Springfield shop. Hoosier Tire catalog downloads put the world’s largest selection of Hoosier tires directly in the hands of racers actively shopping, at one of the highest conversion rates on the entire site.
And new channels with new opportunities keep opening up. Traffic referred from sources like ChatGPT and Perplexity already converts at 1.5x the rate of other channels, a direct result of structured product data and content written for the way racers actually search.
Every quarter, further ahead
Compounding Traffic & Revenue Growth
Year 1
Revenue growth: +162%
Order Growth: +122%
Session Growth: +224%
Add-to-cart growth: +306%
ROI-positive: Within 6 months
Year 2
Revenue growth: +50%
Order Growth: +77%
Session Growth: +15%
Add-to-cart growth: +38%
ROI-positive: Maintained
Year 3
Revenue growth: +290%
Order Growth: +293%
Session Growth: +274%
Add-to-cart growth: +460%
ROI-positive: —
Service Leads & Content Conversions
Metric: Racing shocks work order submissions
Result: 4.6% lead rate
Period: From service page visitors
Metric: Hoosier Tire catalog downloads
Result: 18% conversion rate
Period: 3rd highest on the site
Blayzer Digital:
A Long-Term Ecommerce Growth Partner
For racing and automotive brands ready to build a serious ecommerce presence, the foundation matters as much as the marketing. A catalog this large, connected to a business this complex, requires the right platform, the right integrations, and the right team to run it.
Blayzer partnered with Allgaier Performance from day one, building the store, the integrations, and the marketing channels in sequence, each phase making the next one more effective. Two years later, the store is generating consistent revenue, reaching new customers across every channel, and compounding results quarter over quarter. Blayzer continues to support Allgaier’s ecommerce and digital marketing as the business grows.
Ready to Build Your Ecommerce Foundation?
Allgaier needed a partner who could handle the platform, the integration, and the marketing, not just one piece of it. If your ecommerce operation is running on disconnected systems, or you’re ready to turn a stronger platform into sustained growth, let’s talk.