Surprising Insights That Reshaped SwimOutlet’s Targeting

One of the most surprising discoveries came when SwimOutlet introduced a question about customers’ association with swim teams.

Before Kno, the team assumed that the majority of their customers—around 80%—were part of swim teams. However, the data told a different story. In reality, only 51% of their customers were affiliated with swim teams, while the other half represented a much broader audience, from recreational swimmers to those who simply loved being in the water.

This insight led to a significant shift in how SwimOutlet approached product offerings and marketing.

Adam explains, “We realized that half of our business wasn’t tied to swim teams, which was eye-opening. It showed us there’s a whole audience out there that we weren’t catering to fully. KnoCommerce helped us see that.”

SwimOutlet also discovered that over 80% of new customers from paid channels didn’t associate with swim teams. 

This finding proved that their paid acquisition efforts were not cannibalizing existing customer segments, but instead bringing in incremental business. “That really helped build trust in our paid channels and allowed us to invest more confidently in them,” says Adam.