Unifying retail, tourism and operations into one scalable eCommerce ecosystem

Freedom Machine is a family-owned e-bike retailer and tourism operator with multiple locations across Northern New South Wales.

Alongside selling e-bikes, scooters, traditional bikes and accessories online and in-store, the business operates bike servicing and a growing tourism offering centred around e-bike hire and the Northern Rivers Rail Trail.

As the business expanded across retail and tourism, its digital and operational requirements became increasingly interconnected.

Before redesigning the website, we mapped Freedom Machine's existing systems, inventory, point-of-sale, booking and fleet-management requirements.

We researched the available technology and integration options, identified compatibility issues and worked through how the business could reduce duplication and create a more centralised operating model.

This informed the strategy to consolidate retail and tourism around Shopify Plus, supporting centralised inventory across the online store and physical retail locations while connecting with the systems required for bike hire and fleet management.

The project extended beyond designing booking pages.

Working with the Freedom Machine team, we helped shape the tourism offering itself — exploring and developing experiences around the Northern Rivers Rail Trail, beach rides, bike hire and packaged experiences such as picnic rides.

These offerings were then incorporated into the same digital ecosystem as Freedom Machine's retail business, with dedicated Shopify page templates and journeys designed specifically for tourism customers. This allowed retail, servicing, bike hire and tourism to live within one cohesive digital experience while remaining clearly differentiated for customers.