Blu Track
Blu Track makes flexible two-lane racetracks and STEM kits that bridge the gap between play and structured learning. Based in Anamosa, Iowa, they serve families, teachers, wholesalers, and public libraries — all through a single website that needed to work for every one of them.
The Client
Creative. Educational. Made in the USA.
Blu Track designs and manufactures flexible two-lane racetracks, STEM kits, and educational accessories that are compatible with Hot Wheels® and Matchbox® cars. Their products are equally at home in a family living room, classroom, or public library maker-space — and they’ve been Joint Toy Testing Standards certified since day one.
Their customer base spans families, K–12 educators and STEM programs, wholesale distributors, and public libraries. A diverse audience that all needed to find their way around the same website.
Their Challenge
When Blu Track came to Running Robots, their website was struggling to serve two very different audiences at once.
Families couldn’t easily compare track series or confirm which products were compatible with the cars they already owned. Educators had no clear path to curriculum-aligned kits, classroom resources, or the institutional purchasing options — purchase orders, tax-exempt checkout — that schools require. A single navigation structure was sending everyone through the same experience, and it wasn’t working for anyone.
The Goals
- Retail shoppers should be able to find, compare, and purchase the right track quickly — with compatibility and product details answered on the page.
- Educators needed a dedicated path to curriculum-aligned kits, learning outcomes, and institutional purchasing without relying on the Blu Track team to bridge the gap
Our Approach
Two audiences. Two paths. One site.
We began with a structured discovery phase — stakeholder interviews, analytics review, and customer flow mapping — to understand exactly where each audience was getting stuck. What we found was a site architecture that treated everyone the same. Our solution was to rebuild the site around two intentional paths: one for families and one for educators.
Research + Process
Audience-first. Purpose-driven. Page by page.
Every page was designed with a specific buyer in mind. Category pages were customized to the product type; individual product pages were tailored to the type of user most likely viewing them. The result is a site that guides each visitor to exactly what they need — without them having to work for it.
Solution
Here at Running Robots, we had the opportunity to work alongside the Blu Track team to:
Redesign the Information Architecture
with dedicated Shop, Education, and Resources sections — each built for a specific buyer type
Build Custom Product Pages
for retail and EDU audiences, with compatibility badges, “What’s Included” sections, and curriculum alignment indicators for teachers
Create a Dedicated Educator Flow
with side-by-side kit comparison tables, learning outcomes, and a purchase ordering guide for PO and tax-exempt buying
Implement a B2B Portal
with distinct user roles for retailers and educators — including role-specific registration, automated emails, and PO payment gateway
Configure WooCommerce Digital Downloads
for gated, role-based access to EDU lesson plans
Deliver a Visual Refresh
— playful, brand-aligned design built to earn trust with both families and institutional buyers
Complete Full Launch Infrastructure
including SEO setup, Google Analytics, Tag Manager, 301 redirects, and ongoing hosting
Launch and continue to manage Google Ads PPC campaigns
— branded search, Shopping ads, and seasonal audience targeting — as Blu Track’s ongoing digital marketing partner
Results
Since launch, Blu Track has seen measurable improvements across every buyer segment. Educator account applications increased, support inquiries about product compatibility dropped, and mobile performance improved on product listing pages. Running Robots manages Blu Track’s ongoing Google Ads strategy alongside the site — and the numbers tell the story.
Ongoing Digital Marketing — Running Robots continues to manage Blu Track’s Google Ads strategy month over month — refining audience targeting, optimizing Shopping campaigns, and scaling seasonal spend as the brand grows. Web design, development, and digital marketing: all under one roof.
Our Relationship
Our work with Blu Track began as a website redesign and grew into something more. Across two phases of development — a full WooCommerce rebuild and a scope expansion to support institutional purchasing, digital downloads, and multi-carrier shipping — the Running Robots team worked closely with Blu Track’s leadership to understand not just the site, but the product, the audiences, and the people behind the brand.
We worked most closely with Amy Belding, Communications Specialist, and Isabelle Edwards, Brand Manager, throughout both phases — from initial discovery through launch and beyond. The thank you card we received from the Blu Track team says it better than we can!
What Blu Track has to say…
“Running Robots has assisted our company in a variety of ways. The time and care they take to listen and understand the brand, the products, and the people behind them is exemplary.
The customer service — from help with understanding and building pay per click campaigns to website redesign — has been instrumental in growing our brand and our customer experience. The team is full of top notch professionals.”
Amy Belding | Owner, Blu Track · via Google Business Review
We Are Most Proud Of…
We are most proud of building a website that honors what Blu Track is at its core — a family business that believes play should be joyful, not complicated. A parent can find the right track bundle in minutes. A teacher can discover curriculum-aligned kits, compare learning outcomes, and complete a purchase order without picking up the phone. And the whole Belding family — Randy the inventor, Amy the communicator, Jay the original inspiration — can see their brand represented the way it deserves to be.
That’s what we work for. And we think we nailed it — something the PPC numbers seem to agree with.
$210,000 in new sales!
Featured by CIRAS
In partnership with Iowa State University’s CIRAS (Center for Industrial Research and Service) and Double You Marketing, the Blu Track digital strategy drove $210,000 in new sales, created one job, and retained two.
The work was featured in the CIRAS Fall/Winter 2026 newsletter.