Enhance Oxygen is the main vendor of moveable, supplemental oxygen canisters on this planet. They promote light-weight cans of pure oxygen for non-medical use to athletes, older adults, folks at excessive altitudes, or anybody experiencing poor air high quality or wildfire smoke.
Since launching their enterprise in 2007, they’ve been creating and constructing the class that they now lead — right this moment, Enhance Oxygen holds a 99% market share. With the flexibility to promote their merchandise on-line on their Woo retailer, they’ve elevated their attain and grown their gross sales yr over yr.
“This can be a class that we constructed and are nonetheless constructing. We need to be recognized the identical method as Xerox is for copying and Google is for search,” stated Matthew Slywka, Ecommerce and Digital Development Director at Enhance Oxygen. “We attempt to have Enhance Oxygen be recognized that method for oxygen canisters.”
Since 2011, they’ve used WooCommerce to handle their on-line gross sales and operations, reaching large development within the years since. “WooCommerce has been a really versatile, customizable platform for us to scale our enterprise,” stated Robert Neuner, CEO and Founding father of Enhance Oxygen. “That’s why we picked it to start with. And we’ve actually grown with it.”
In 2019, Rob pitched Enhance Oxygen on Shark Tank, touchdown a million-dollar cope with Canadian entrepreneur and TV persona Kevin O’Leary.
After the present aired, they noticed a dramatic 30% improve in year-over-year gross sales from 2018 to 2019 — permitting them to develop to over 8,000 retail places, together with huge field retailers like Walmart, Dick’s Sporting Items, Lowe’s and unbiased pharmacies.
Lower than a yr later, the COVID-19 pandemic introduced respiratory well being into the worldwide highlight. Their gross sales elevated by a powerful 50% year-over-year from 2019 to 2020.
Nevertheless, that gross sales spike in 2020 launched a brand new problem for Enhance Oxygen: they offered out of six months’ price of stock in simply three days because the pandemic shut down the nation. A number of of their oxygen filling companions shut down as a result of pandemic, which restricted their provide.
So, in early 2021, they determined to maneuver all manufacturing and success in-house.
All the things from manufacturing to gross sales to advertising to success occurs inside the partitions of Enhance Oxygen’s 38,000 square-foot facility in Milford, Connecticut.
When Enhance Oxygen was based in 2007, they have been simply two workers figuring out of a 200 square-foot workplace. Quick-forward to right this moment and so they’ve grown to greater than 55 workers, and their headquarters covers 17 workplaces, plus warehouse, transport, and manufacturing areas. In addition they have a devoted gross sales crew unfold out throughout the US, in addition to a number of worldwide workers.
Enhance Oxygen integrates their warehouse operations with WooCommerce to maintain all the pieces working easily. They use the FarApp API connector to push orders from WooCommerce to NetSuite, the place their operations crew approves the orders. As soon as accredited, the warehouse fulfills the orders.
As their enterprise gained momentum, their audience shifted. They began out with a deal with sports activities, however shortly transitioned to altitude service and older adults. This allowed them to succeed in their main viewers, and lengthen to folks with related respiratory points and desires.
Since day one, they’ve centered on the basics: stable operations, logistics, and customer support. No flashy or distracting gimmicks wanted. They make investments closely in retail distribution, schooling, and level of sale supplies equivalent to ground stands, case playing cards, and shelf shows. Evaluating their strategy to the fundamentals of American soccer, Director of Advertising and marketing Invoice Banks described it as “basically blocking and tackling.”
Managing a multichannel gross sales technique
Their ecommerce technique follows the identical ethos. Their web site has modified the sport for them relating to educating the patron.
After they leveraged their weblog to publish instructional articles and optimized their search engine optimisation, their visitors and gross sales surged. From there, boostoxygen.com grew to become an integral a part of the enterprise. Presently, about 90% of their on-line gross sales are D2C.
From the start, they’ve operated as each a wholesale and D2C enterprise. One other piece of their D2C technique is subscriptions, which make up almost 10% of their gross sales. Enhance Oxygen prospects who subscribe can save as much as 20%, relying on the pack dimension they select.
Their multichannel technique additionally consists of marketplaces and retail. Enhance Oxygen owns a staggering 90% share of the oxygen market on Amazon, accounting for 25% of their enterprise. Their brick and mortar distribution consists of huge gamers equivalent to CVS, Walgreens, and Walmart. Moreover, they promote at various mountain resorts, the place they’re virtually the one O2 tank offered.
“WooCommerce is a superb choice for companies that wish to begin a web site or get a top quality web site for a really inexpensive value,” Matthew famous. For Enhance Oxygen, one of many largest advantages of utilizing WooCommerce as their ecommerce platform is getting a high-performance on-line retailer with no sky-high price ticket.
“WooCommerce packs a ton of performance into a really inexpensive package deal. I’ve labored on costlier platforms that didn’t have the checklist of options and performance that WooCommerce has.”
— Matthew Slywka, Ecommerce and Digital Development Director, Enhance Oxygen
Enhance Oxygen’s momentum didn’t finish after the bump from COVID-19. They proceed to see nice development, and Matthew and Rob attribute a lot of this success to their latest deal with promoting.
In 2024, they onboarded to Klaviyo, Woo’s most popular advertising automation platform, and have stepped up their e-mail and SMS efforts. Moreover, they dedicate advertising efforts and funds towards TV promoting.
“We noticed an enormous response in gross sales from doing this, and are growing spend on this channel to drive development much more,” Matthew says. “We’re doing an awesome job of concentrating on our prospects via this channel and at the moment are beginning to do streaming this yr.”
Enhance Oxygen shouldn’t be planning to decelerate anytime quickly. As they proceed to deal with promoting, they’re additionally leveling up their web site to proceed to develop on-line gross sales. This consists of refreshing instructional content material shared to their weblog, and bettering the consumer expertise and performance.
They’ve plans so as to add a brand new loyalty program via the Superior Coupons plugin, and are persevering with to roll out their new e-mail advertising technique via the Klaviyo for WooCommerce integration.
“We nonetheless have an extended approach to go — lots of blue ocean in entrance of us,” Rob says.
Sydney is a social media supervisor (her colleagues would possibly even say a social media sorceress) and esteemed gif curator at Woo. When not crafting joyful content material, she enjoys spending time together with her rescue pups and moonlighting as a keyboardist and vocalist in a rock band.
