How OMORPHO Replaced Hours of Spreadsheet Work With Minutes of Conversation in Chord

OMORPHO is a premium strength+fitness brand known for its proprietary wearable-resistance technology. Founded in 2018, OMORPHO helps athletes and fitness enthusiasts build strength and endurance without changing how they train. The brand is trusted by world-class athletes, including Olympic champions, NFL players, and tennis pros, and is the official weighted vest partner of Orangetheory Fitness in the US. Alongside its studio presence, the company powers an expanding global footprint through direct-to-consumer fulfillment across North America, the UK, and the EU.

Like many fast-moving DTC brands operating in a highly competitive vertical, OMORPHO relies on customer data to guide everything from retention to inventory planning. As the company scaled and its tech ecosystem grew more complex, Brandon Burroughs, Chief Digital Officer and Board Member, found that extracting actionable insights required increasingly more time and manual effort.

Transaction, marketing, and behavioral data were fragmented across Shopify, Gorgias, Klaviyo, and internal back ends. To answer everyday business questions, teams had to batch requests and send them to an analyst who understood the company's data schema. That analyst then exported data from each system, built pivot tables, and manually interpreted the results.

“We had to wait for days to find out how many units of each vest size to reorder or how customer retention was trending across cohorts.”

That time-consuming process both delayed critical initiatives and increased the risk of teams acting on incomplete context. Time-to-insight was only half of the challenge — as OMORPHO prepared to expand into the UK and EU, the team would soon face new GDPR data-handling requirements. Brandon needed centralized control over outbound data streams to marketing, support, and ad platforms to ensure compliance and protect customer trust.

Adding more analysts wasn't a scalable growth strategy amid this operational complexity. Instead, Brandon focused on OMORPHO's data pipeline. While his team already used AI-powered tools like Claude and Shopify Analytics to query existing data, they were limited to a single storefront. So he set out to find a platform that could make customer data actionable, enforce strict governance, and unlock true agentic operations. That's when Brandon discovered Chord.

“Customer data is at the center of our ecosystem, but extracting meaningful insights took a lot of heavy lifting. Internally, I had to batch my questions on a schedule because getting answers was so time-consuming. That's why we turned to Chord.”

Chord seamlessly connected to OMORPHO's Shopify store, backend systems, and customer touchpoints, compiling the data into one central, governed truth. From there, the Chord team worked closely with OMORPHO to build an enriched context layer on top by codifying KPI definitions, business rules, and institutional knowledge.

With Chord's centralized data lake, OMORPHO unlocked a new model of agentic operations. Instead of relying on static dashboards or waiting days for custom data pulls, cross-functional teams use the platform's “Ask Chord” feature to ask ad hoc business questions and receive answers on demand. Chord's specialized AI agents query raw information to deliver trusted, context-grounded insights across every critical function:

• Growth: OMORPHO uses Chord to quickly check daily running rates, year-to-date pacing, and channel performance, which helps the team identify how to reallocate marketing budget in real time.
• Lifecycle Marketing: The team pulls retention rates across monthly cohorts and segments cart abandonment with a single prompt, allowing them to trigger targeted email and ad recovery campaigns while customer intent is still high.
• Merchandising: The Merchandising team uses Chord to analyze colorway sales and product performance, factoring in stock availability and promotions to drive informed production and assortment decisions for upcoming seasons.
• Inventory: With Chord, OMORPHO can better anticipate demand based on customer behavior — zooming in on G-Vest and G-Pack purchasing patterns and analyzing bundle rates across men's and women's lines to inform reorder quantities.

Teams now drill down into data analysis, test edge cases, and refine business rules, creating a dynamic feedback loop. When Brandon flags nuances, such as excluding product exchanges from net-new revenue, Chord incorporates those rules into its calculations. This process deepens trust across the organization and enables Chord's AI agents to take on more operational reporting, freeing teams to focus on marketing initiatives and inventory planning.

Chord also gives OMORPHO centralized control over how customer information is mapped and syndicated to external platforms. By dynamically gating outbound data streams based on verified customer consent, the platform helps OMORPHO maintain compliance across both US state privacy laws and European GDPR requirements. As OMORPHO scales into new markets and expands its tech stack, the Chord team maintains the underlying data infrastructure that ensures accuracy across systems.

“Lifecycle marketing initiatives used to be a project. Now they're conversations. I can ask for a monthly cohort with retention rate and get it back in a moment, which means I can actually act on what I'm seeing instead of looking at stale numbers.”

Partnering with Chord enabled OMORPHO to trade rigid reporting schedules for real-time, data-driven business guidance. Now, Brandon and his team make faster, more confident decisions and scale operations without the overhead.

Brandon and the OMORPHO team are already expanding Chord's role across forecasting, markdown margin analysis, and variant-level inventory planning. Their goal is to leverage Chord's AI agents to help every team act on real-time business insights with speed and confidence.

“We are working to integrate Chord into every business function, from managing actuals to forecasting, pricing, and promotions. We want it embedded anywhere a faster, more confident answer changes what we do next.”