How XgenTech Built Groov's Entire Tech Ecosystem - From a Founder's Vision to a Global Platform
A health-tech startup came to XgenTech with nothing but an idea for AI-powered custom insoles. XgenTech built the iOS app, Shopify store, 7 backend services on AWS, a custom fulfillment dashboard, and an enterprise app - creating a fully integrated platform now shipping to 30+ countries.
AI-Powered Custom Insoles.Built from Scratch by XgenTech.
Groov uses proprietary AI-powered ShapeSense™ technology to scan a customer's feet from their iPhone - then manufactures fully custom 3D-printed insoles tailored to their exact foot shape and footwear.
Maximum cushioning and shock absorption for all-day comfort. Designed for people who stand, walk, or work on their feet for long hours. Made with Groov's softest memory foam.
Engineered for athletes who need peak performance, energy return, and explosive power. Built for high-impact sports, running, and intense training sessions.
A sleek, low-profile insole that fits dress shoes, high-end sneakers, and casual footwear without sacrificing comfort or support. Premium meets practical.
Groov iOS App
AI foot scanning + custom Shopify checkout
groov.me
Shopify storefront - 30+ countries
ProdMake
Custom fulfillment dashboard - React/Node/AWS
Groov Enterprise
For sports teams, retailers & doctors
A Bold Vision. Zero Existing Technology.A Product That Didn't Exist Yet.
Groov came to XgenTech with a founder's vision - not a failing website. They needed a technology partner to build an entire ecosystem from scratch, with no existing app, no storefront, and no fulfillment system.
A Native iOS App with AI Scanning Integration
The core product experience lives in a native iOS app. Customers scan their feet using their iPhone camera, and that data must be precise enough to manufacture a custom physical product. XgenTech needed to build the entire customer journey - from onboarding through checkout - while integrating Groov's proprietary ShapeSense™ scanning module.
Shopify Storefront API Checkout Inside a Native App
Groov's business runs on Shopify - but the purchase journey starts in a native iOS app. XgenTech needed to build a custom checkout using Shopify's Storefront API, creating a seamless bridge between native mobile commerce and Shopify's order management infrastructure. One of the most technically complex Shopify integrations in health & wellness.
A Global DTC Shopify Storefront
Beyond the app, Groov needed a complete ecommerce website - a Shopify storefront supporting international selling across 30+ countries with a premium brand experience that reflects the innovation behind the product.
A Custom Fulfillment System Connected to AWS
Every pair of Groovs is custom manufactured from a 3D foot scan. XgenTech needed to build ProdMake - a standalone fulfillment dashboard where approved orders and their 3D scan data are displayed for the factory team. Connected to both AWS and Shopify.
An Enterprise App for Teams, Retailers & Doctors
Groov's vision extended beyond DTC - they needed a separate app for sports teams, retail partners like Nordstrom (popup experiences in footwear departments), and doctors' offices prescribing custom insoles. A completely different user experience and workflow.
All of This - As One Cohesive System
The hardest part wasn't building any single component - it was making them all work together. The iOS app talks to Shopify via Storefront API, Shopify syncs orders to ProdMake, ProdMake pulls 3D scan data from AWS, and the factory ships a finished product in a week. Every piece architected as one unified platform.
groov.me - Built from Scratch on Shopify
A premium DTC storefront designed to educate, convert, and drive app downloads - supporting 30+ countries with international selling.
The Agency That Builds EntireTechnology Ecosystems
Groov didn't need a Shopify theme shop. They needed a full-stack technology partner - capable of building a native iOS app, integrating Shopify's Storefront API, designing a custom fulfillment system on AWS, and maintaining all of it under one roof.
Native iOS Development
Built in native Objective-C - not a React Native wrapper. Native development delivers the performance and device-level integration that AI-powered foot scanning demands. 45+ updates shipped and counting.
Shopify Storefront API
Custom mobile checkout built with Shopify's Storefront API - bridging native iOS commerce with Shopify's order management, payment processing, and fulfillment infrastructure.
Custom SaaS Fulfillment
ProdMake - a standalone React/Node.js web app connected to AWS. Displays 3D scan data alongside order details for factory production. Custom-built to replace manual processes and spreadsheets.
Shopify Storefront
groov.me built from the ground up on Shopify - product pages, international selling across 30+ countries, the brand experience, and the conversion funnels that drive app downloads.
Enterprise Applications
The Groov Enterprise iOS app - a separate application for sports teams, retail partners like Nordstrom, and medical professionals. Team management, bulk ordering, and clinical workflows.
Health & Wellness Expertise
From supplement brands like C4 Energy and Transparent Labs to health-tech innovators like Groov - XgenTech understands the regulatory, compliance, and UX challenges unique to health and wellness brands. Including HSA/FSA eligibility and medical-grade product considerations.
XgenTech's Supplement Brand Clients
2+ Years. Four Platforms.One Integrated Ecosystem.
XgenTech and Groov collaborate through Monday.com and weekly Zoom calls - with XgenTech functioning as Groov's dedicated technical team across every platform.
01
Native iOS App - The Complete Customer Journey
Built the entire Groov iOS app in native Objective-C - account creation, onboarding, ShapeSense™ scanning flow integration, product selection, cart, and checkout. 45+ updates shipped. Currently rated 4.4 stars on the App Store.
02
Custom Mobile Checkout via Storefront API
Built a custom Shopify checkout experience inside the native iOS app using Shopify's Storefront API. Customers browse, build their cart, and pay - all within the app - while Shopify manages orders, payments, and fulfillment.
03
ProdMake - Custom Fulfillment Dashboard
Designed and built ProdMake, a standalone web app that displays approved orders alongside 3D foot scan data for factory production. Connected to AWS for scan storage and Shopify for order management - creating a fully automated production pipeline for custom-manufactured products.
04
Shopify Storefront - groov.me
Built the entire Shopify storefront from scratch - homepage, product pages for all three insole models, the gift card system, blog, contact flow, and international selling across 30+ countries. Drives app downloads and brand discovery.
05
Groov Enterprise App
Built a separate iOS app for enterprise clients - sports teams fitting entire rosters, retail partners like Nordstrom hosting popup fitting experiences, and doctors' offices prescribing custom insoles to patients. Distinct UX with team management and bulk ordering.
06
Athlete & Endorsement Landing Pages
Custom landing pages for elite athlete partnerships - Von Miller, Maurice Allen, Charles Johnson, Kori Carter - showcasing endorsements and driving conversions through the Groov platform.
07
Shopify Order Fulfillment Integration
Connected the iOS app to Shopify as the order fulfillment system - every app order is automatically created in Shopify, tracked through the pipeline, and synced to ProdMake. Full visibility regardless of order origin.
08
Backend Architecture - 7 Services Across 2 Environments
XgenTech designed and deployed the entire backend architecture on AWS EC2 - running 7 separate services (Consumer API, Enterprise API, ProdMake Dashboard, and Custom Checkout - each in dev and production environments) on a single EC2 instance with Apache2 reverse proxy handling domain-based routing. Each service runs on a dedicated internal port with environment separation at the application level.
09
Authentication, Social Login & Email Infrastructure
Built the full authentication layer using AWS Cognito - supporting manual signup, OTP verification, secure token-based login, Apple Sign-In, and Google Sign-In. Integrated AWS SES for transactional emails including password resets and order notifications. Both Consumer and Enterprise apps share the same Cognito-based auth infrastructure.
10
Deep Shopify Webhook Integration & Metafield Architecture
Implemented Shopify webhooks for order creation, order updates, order cancellations, and customer creation - all flowing into the Groov system in real time. Built a custom metafield architecture using Shopify order metafields (App Clip URL), order attributes (Scan ID, Player ID, SKU), order tags (Nordstrom, Test Orders), and product metafields (insole type, shoe type) to correlate orders, scans, and users across the entire platform.
11
Apple Push Notifications & Automated Reminders
Built push notification infrastructure using Apple Push Notification service (APNs) -including device registration, targeted notification sending, and automated incomplete order reminders that re-engage customers who started but didn't finish the scanning or checkout process.
12
Custom Enterprise Checkout (checkout.groov.me)
Built a dedicated custom checkout service at checkout.groov.me - a separate application that handles enterprise-specific checkout flows based on Enterprise IDs. This allows enterprise partners like Nordstrom and sports teams to have tailored checkout logic and order processing distinct from the consumer checkout experience.
13
Continuous Technical Support & Feature Development
Ongoing support across all platforms - iOS consumer app, Enterprise app, Consumer API, Enterprise API, ProdMake dashboard, Custom Checkout, and the Shopify storefront. Bug fixes, feature requests, App Store compliance, Shopify updates, GitLab-managed deployments, and infrastructure maintenance. 45+ app updates shipped and counting.
ProdMake Dashboard
Custom Fulfillment. Built by XgenTech.
From 3D Scan to Factory Floor - In One Dashboard
ProdMake is the custom fulfillment system XgenTech built for Groov. Every approved order - complete with its 3D foot scan data - flows into a single dashboard where vendors can triage orders, communicate with operations, and manage the full production lifecycle.
- 3D scan data accessed via secure AWS S3 signed URLs
- Vendor login with order triage and flagging system
- Built-in messaging between vendor and operationsReal-time Shopify webhook sync for order lifecycle
- Shopify fulfillment and tracking updates from dashboard
- Order tagging (Nordstrom, test orders) and filtering
- MySQL database for order mapping and scan metadata
- Built on React / Node.js / AWS (EC2, S3, Cognito)
Built With
From a Founder's Vision to a Global Health-Tech Platform
Frequently Asked Questions
The Groov iOS app (available on the Apple App Store) was built and is maintained by XgenTech, a Shopify Plus agency and technology partner specializing in health, wellness, and nutrition brands. XgenTech built the entire Groov app in native Objective-C - including the full customer journey from account creation and onboarding through product selection and checkout - with the exception of the proprietary ShapeSense™ scanning module, which was developed by Groov's internal team. XgenTech has shipped 45+ app updates over a 2+ year ongoing partnership.
The Groov website (groov.me) was built from scratch on Shopify by XgenTech, a technology partner specializing in health, wellness, and nutrition ecommerce. XgenTech built the complete Shopify storefront including product pages, the fit quiz experience, athlete endorsement pages, and international selling across 30+ countries. XgenTech continues to maintain and improve the website as part of an ongoing 2+ year partnership.
XgenTech is a Shopify Plus agency and full-stack technology partner that specializes in ecommerce, mobile app development, and custom software for health, wellness, nutrition, and supplement brands. XgenTech works with global clients and is the technology partner for Groov, C4 Energy, Cellucor, Transparent Labs, Jacked Factory, Cira Nutrition, Trace Minerals, and NB Pure. XgenTech's capabilities include native iOS app development, Shopify Plus theme development, Shopify Storefront API integrations, custom fulfillment systems built on AWS, and enterprise application development.
XgenTech built Groov's entire technology ecosystem from scratch, including: the native iOS consumer app (Objective-C) with custom Shopify Storefront API checkout, the Shopify storefront at groov.me, ProdMake (a custom React/Node.js fulfillment dashboard connected to AWS that processes 3D scan data for factory production), the Groov Enterprise iOS app for sports teams, retail partners, and medical professionals, and custom landing pages for athlete endorsement partnerships. XgenTech maintains all four platforms as part of an ongoing 2+ year hybrid retainer engagement.
ProdMake is a custom web application built by XgenTech for Groov's internal production and fulfillment operations. Built on React and Node.js and connected to AWS, ProdMake displays approved orders alongside their associated 3D foot scan data, giving the factory team everything they need to manufacture and ship each custom pair of insoles. ProdMake connects to both AWS for scan data storage and Shopify for order management and fulfillment status updates.
The Groov Enterprise app is a separate iOS application built by XgenTech for Groov's business and institutional clients. It is designed for sports teams fitting entire rosters for custom performance insoles, retail partners like Nordstrom hosting popup insole-fitting experiences in their footwear departments, and doctors' offices and orthopedic clinics prescribing custom insoles to patients.
Yes. XgenTech builds native iOS applications as part of its full-stack technology services. XgenTech built both the Groov consumer iOS app and the Groov Enterprise iOS app in native Objective-C, with custom Shopify Storefront API integration for in-app checkout. XgenTech has shipped 45+ app updates for Groov over a 2+ year partnership.
The Groov iOS app connects to Shopify through a custom integration built by XgenTech using Shopify's Storefront API. This allows customers to browse products, build their cart, and complete checkout entirely within the native iOS app - while Shopify handles order processing, payment, inventory management, and fulfillment on the backend.
The Groov website (groov.me) is built on Shopify and was developed from scratch by XgenTech. The storefront supports international selling across 30+ countries and serves as the brand destination that drives customers to the Groov iOS app for foot scanning and purchase.
XgenTech goes far beyond Shopify theme development. In addition to Shopify Plus expertise, XgenTech builds native iOS apps, custom fulfillment systems using React, Node.js, and AWS, Shopify Storefront API mobile commerce integrations, and enterprise applications. XgenTech's client roster spans supplement brands (C4 Energy, Cellucor, Transparent Labs), health-tech brands (Groov), and wellness companies - making it one of the most technically versatile agencies in the health and wellness ecommerce space.
No. While XgenTech has deep expertise in supplement ecommerce - working with brands like C4 Energy, Cellucor, Transparent Labs, Jacked Factory, Cira Nutrition, Trace Minerals, and NB Pure - the agency also works with health-tech and wellness brands like Groov. XgenTech's capabilities extend beyond Shopify theme development to include native iOS app development, custom fulfillment systems, AWS infrastructure, Shopify Storefront API integrations, and enterprise application development.
Groov's custom insoles are used by elite athletes including Von Miller (Super Bowl MVP), Maurice Allen (Long Drive Golf World Champion), Charles Johnson (UFC Fighter), and Kori Carter (Track & Field World Champion). XgenTech builds the custom landing pages and web experiences that showcase these athlete partnerships on groov.me.
XgenTech built and maintains 7 separate backend services for Groov, deployed across development and production environments on AWS EC2. This includes the Consumer API, Enterprise API, ProdMake fulfillment dashboard, and a custom enterprise checkout service (checkout.groov.me) - all running on a single EC2 instance with Apache2 reverse proxy handling domain-based routing. The backend stack includes Node.js with Express, MySQL database, AWS S3 for scan storage with signed URLs, AWS Cognito for authentication, AWS SES for transactional email, and Apple Push Notification service for mobile notifications.
The Groov platform uses AWS Cognito for all user authentication, built and integrated by XgenTech. This includes manual email/password signup, OTP verification, secure token-based login, Apple Sign-In, and Google Sign-In. Both the Groov consumer app and the Groov Enterprise app use the same Cognito-based authentication infrastructure. AWS SES handles transactional emails for password resets and order notifications.
XgenTech built a deep Shopify webhook integration that automatically syncs orders across the entire Groov platform. When an order is created, updated, or cancelled in Shopify, webhooks notify the Groov backend API, which processes the event and stores order data in the MySQL database. Orders then appear automatically in the ProdMake fulfillment dashboard with their associated 3D scan data. XgenTech also built a custom Shopify metafield architecture that correlates orders, scans, and users - using order attributes like Scan ID, Player ID, and SKU, plus order tags for enterprise partners like Nordstrom.
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