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How sports brands can score at every step of the customer journey
Stay visible in AI search
Search engines are evolving faster than ever. Traditional SEO tactics are losing their punch, while AI-generated answers are taking over the customer journey. To stay visible, brands need to move beyond keywords and create content that truly connects — content that comes straight from their community.
Community Content does exactly that. It delivers authentic, fresh and AI-relevant stories that don’t just inspire but shape real purchase decisions.
Accelerate consideration through community exchange
Recommendations from others are perceived as highly credible. Sport thrives on community, and product users exchange information with others to find the perfect product.
Community conversations allow you to bring this exchange directly to your online shop, giving your shoppers access to authentic opinions.
Whether you’re a sports brand, outdoor label or retailer, the brands that win today are the ones that build genuine connections with their audiences.
Chris Apostel, Sales Director and Conversational Commerce expert, will be at ISPO Munich to show how leading brands use their customer communities to build trust, grow reach and stay visible in the age of AI.
Secure your personal meet-up with Chris 👇🏼
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AI eats your ranking — Community Content feeds your visibility. Leverage authentic, community-driven content that large language models (LLMs) recognize and surface in search results.
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Community Content — automatic, fresh, authentic. Receive new, high-quality content from your community every day — without adding extra workload.
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Real human advice meets Conversational Commerce. Discover how real-time community interactions build trust right where purchase decisions are made.
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Social proof where it matters. Integrate recommendations and reviews directly on your PDPs to maximize conversion.
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More visibility through real content. Community Content boosts not only SEO but also AIO — AI Optimization.
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Customer loyalty starts with conversation. Real people bring real passion. They explain your products the way only true fans can — with authenticity, emotion and credibility.
What our customers say:
Benedikt BöhmGeneral Manager
"I am absolutely thrilled with GUURU and the Guurus (our mountain sports experts)! All of us here at Dynafit live our ethos: by athletes, for athletes. Guuru is not just a technical solution where our online customers get expert advice; it's also a channel through which Dynafit athletes share their passion, insight and advice with others for the ultimate brand experience."
Stephan BuschmannDirector Customer Service
"The Community Advice Solution from GUURU has transformed the way we connect with our customers! Our Guurus bring real expertise because they use the products firsthand, making their advice both authentic and impactful. Customers love these genuine insights. The GUURU Community Solution is a must-have for any brand looking to create authentic shopping experiences in their online store with their most passionate fans."
Jaclyn MayerSr. Director Customer Experience
"Guurus add a level of expertise that our own agents might not have. Given Guurus have hands on experience with our product, they are able to support our customer in a much more nuanced way."
Stefan LettnerGlobal Head of eCommerce
"When purchasing skis, customers expect individualized advice that addresses their personal needs. Skiing encompasses numerous nuances and evokes strong emotions—something AI cannot fully comprehend. This is why our customers appreciate chatting with the community. The exceptionally positive reviews confirm that we are on the right path with GUURU."
Hanna BrodbekHead of Digital Sales & Omnichannel
"With GUURU, we can transfer the customer experience that our customers are familiar with from stationary retail to our online store. It is important to us that our customers receive expert advice from knowledgeable people. GUURU's Community Advice Solution enables us to integrate specialist retailers into the online advice process and support our customers in real time in selecting the right STIHL products."
Tobias MusofiManaging Director
"Through GUURU, our customers receive personal advice from real experts, and at the same time, this results in content that makes us easier to find online. Especially in AI search results, we notice that we have become more visible in many areas than before."
Celine BauernfreundSEO Contentmanager
"With GUURU's Community Advice solution, we connect our online customers with experienced hobby craftsmen directly in the online store - for authentic advice 24 hours a day. At the same time, the Community Content feature creates new user-generated content every day, which enhances our product pages and boosts SEO."
Joachim SaikoGeneral Manager
"Since I’ve been working at bike-angebot.de, I’ve been missing exactly that in sales. Emotions in shopping have also been the key to success in my own bicycle shop for 20 years. With the GUURU community, we achieve just that, we awaken emotions in our customers. They are not advised by salespeople of our company, but by like-minded, bike-crazy fans. You can feel it in every chat and conversation. For me, GUURU is the emotion in online retail and a key to success!"
Sergej KosyrevHead of E-Commerce & Online Marketing
"By providing expert product advice in real-time, we take our service quality to the next level— even during the peak seasons. This enables us to boost sales conversion and lower the number of returns."
Sven HabenichtTeamlead Customer Service
"With GUURU’s Expert Community solution, our customers have the option of product consultation outside of service hours including Sundays and public holidays. Obviously, this reflects in a high-level of customer satisfaction."
António LouroManager of Customer Experience PT
"Using GUURU’s Expert Community solution we can significantly reduce our huge volume of support tickets. The instant service delivered by our community, in combination with automated answers when possible, had a strong positive impact on customer satisfaction."
Sascha KappelerHead of Customer Service and Sales
"With GUURU, we have finally found an efficient solution to support our customers outside of business hours, 24/7."
Stefano OrlandoChief Customer Operations Officer
"Salt customers benefit from faster answers thanks to a high degree of automation and a human touch when valuable. GUURU exceeded our expectations in terms of efficiency gain and customer satisfaction."
Tanja BichlerHead of Customer Success
"GUURU Expert Community solution has allowed us to increase our support volume significantly. We can support customers much faster, and Guurus score as high as our agents do regarding quality."