# B2B Customer Groups

:::info
**Shareable with BLACKROLL and project partners.** Maintained by 22Bits. First draft 2026-10-22, from the kickoff, the call with Sen on 2026-10-21 and Sen's requirements list; updated 2026-10-23 after Sen's email. Sen, Martin Loer and Robert Kruschke check it. Part of [Project: B2B Migration](https://wiki.22bits.de/doc/project-b2b-migration-fVcY2IIWti).

:::

Who buys through the B2B store, how they buy, and which decisions depend on them. The store is the self-service channel for the long tail of small and mid-size business customers; key accounts stay with key account management and EDI (Sen at the kickoff). BLACKROLL plans and forecasts by customer group, not by shop (Martin Loer at the kickoff), so the groups matter more than the three legacy shops.

Rows marked *to confirm* come from one mention only. The full list of the 40+ segment tags is still being collected (see the end of this page).

## Overview

Blue groups buy to resell, green groups buy for their own business, purple groups get access through their organisation. Grey is outside this project or this phase.

```mermaidjs
flowchart LR
  hub(("BLACKROLL<br/>B2B customers")):::hub

  subgraph STORE["New B2B store: self-service for the long tail"]
    direction TB
    subgraph RES["Buy to resell"]
      direction TB
      r1["Retail dealers<br/>Independent sports shops,<br/>smaller Intersport and<br/>Sport 2000 members<br/>Lead: Martin Loer"]:::resell
      r2["Medical supply stores<br/>On the application form<br/>Lead: to confirm"]:::resell
      r3["Wholesale<br/>Segment in Sen's list<br/>Who exactly: to confirm"]:::resell
    end
    subgraph OWN["Buy for their own business"]
      direction TB
      o1["Physios and medical practices<br/>Most of the CH store<br/>Lead: Robert Kruschke"]:::own
      o2["Gyms and fitness studios<br/>Growing with HYROX<br/>Lead: Robert Kruschke"]:::own
      o3["Trainers and Pros<br/>One-person businesses (S2)<br/>Lead: Robert Kruschke"]:::own
      o4["Rehab centres and clinics<br/>Segments Reha, Medical<br/>Lead: to confirm"]:::own
      o5["Sports clubs<br/>Segment Club<br/>Lead: to confirm"]:::own
    end
    subgraph ORG["Access through their organisation"]
      direction TB
      g1["Members recognised by<br/>email domain, for example<br/>Bundeswehr, university clinics<br/>B2B2C in Sen's list"]:::org
    end
  end

  subgraph KA["Key accounts: not in this project"]
    direction TB
    k1["Central organisations of<br/>Intersport and Sport 2000,<br/>large retailers<br/>Key account management, EDI"]:::out
  end

  subgraph LATER["Not in this phase"]
    direction TB
    l1["Affiliates (B2B2C)<br/>Proposed out (S1)"]:::out
    l2["Pro community on D2C<br/>Robert's long-term idea (S2)"]:::out
  end

  hub --> STORE
  hub --> KA
  hub -.-> LATER

  classDef hub fill:#08427b,stroke:#052e56,color:#ffffff
  classDef resell fill:#438dd5,stroke:#2e6295,color:#ffffff
  classDef own fill:#3a9a6b,stroke:#2a7350,color:#ffffff
  classDef org fill:#8e6bbf,stroke:#6a4f91,color:#ffffff
  classDef out fill:#8c8c8c,stroke:#6b6b6b,color:#ffffff
  style STORE fill:#f4f8fd,stroke:#438dd5,stroke-dasharray:5 5
  style RES fill:#ffffff,stroke:#438dd5
  style OWN fill:#ffffff,stroke:#3a9a6b
  style ORG fill:#ffffff,stroke:#8e6bbf
  style KA fill:#f5f5f5,stroke:#8c8c8c,stroke-dasharray:5 5
  style LATER fill:#f5f5f5,stroke:#8c8c8c,stroke-dasharray:5 5
```

## The groups in the B2B store

| Group | Who they are | Buys to | Orders today | What we know about size | Lead at BLACKROLL | Decisions it touches | Source |
|-------|--------------|---------|--------------|-------------------------|-------------------|----------------------|--------|
| Retail dealers | Independent sports shops and smaller members of the Intersport and Sport 2000 buying groups, too small for key account management | Resell  | Pro DE store | Not known separately    | Martin Loer       | P1, P4; PC8 for buying-group members (central billing); T3 (marketing material downloads) | Kickoff; call with Sen 2026-10-21; Sen's requirements list |
| Medical supply stores | Named as an applicant type on the dealer application form, next to physios and retail | Resell (to confirm) | Pro DE store (to confirm) | Not known               | To confirm        | CI1, P1              | Call with Sen 2026-10-21 |
| Wholesale | Segment "Wholesale" in Sen's requirements list | Resell (to confirm) | To confirm   | Not known               | To confirm        | P1, P4               | Sen's requirements list |
| Physios and medical practices | Physiotherapists and therapy practices. They buy for their own practice and are not resellers, but today they are treated like retailers | Own use | CH store (most of its customers), Pro DE store | Together with gyms and trainers about 6,800 partners in the Pro DE store, not all active. CH store: about 700 active per year | Robert Kruschke   | S2, CI3; T2 and T3 (look and training content); the medical identity verification in Alexandra Schmitz's requirements | Kickoff; call with Sen 2026-10-21; ADR-060 |
| Gyms and fitness studios | Expected to become more important with HYROX | Own use | Pro DE store | Part of the about 6,800 partners | Robert Kruschke   | S2, CI3, P1          | Kickoff |
| Trainers and Pros | Individual trainers and coaches, one-person businesses | Own use | Pro DE store | Part of the about 6,800 partners | Robert Kruschke   | S2 (one-person companies in the B2B store or a verified segment on D2C), CI3, CI4 | Kickoff; deck slide 5 |
| Rehab centres and clinics | Segments "Reha" and "Medical" in Sen's requirements list | Own use | To confirm   | Not known               | To confirm        | P4, T3               | Sen's requirements list |
| Sports clubs | Segment "Club" in Sen's requirements list | Own use | To confirm   | Not known               | To confirm        | P4, T3               | Sen's requirements list |
| Members of partner organisations | People whose email domain maps to a customer group, for example `@bundeswehr.org` or `@uniklinik.de`. The domain sets prices, assortment, discounts and payment terms. Sen's list marks this B2B2C | Own use | To confirm whether this exists today | Not known               | To confirm        | CI1, P1, P4          | Sen's requirements list |

## Outside the B2B store

| Group | Who they are | Where it is handled |
|-------|--------------|---------------------|
| Key accounts | The central organisations of Intersport and Sport 2000 and large retailers, served by key account management | EDI connections run as a separate key result with Teoman Lam and Holger Welzel ([Scope Matrix](https://wiki.22bits.de/doc/b2b-scope-matrix-ZZotcIoK84), row 34). Their smaller members can still order in the B2B store (PC8) |
| Affiliates (B2B2C) | Partners who sell through links, codes and QR codes for a commission (11 rows in Sen's requirements list) | Proposed out of this phase (S1) |
| Pro community | Robert's long-term idea: a physio uploads a licence on the D2C store and buys at better conditions | Not in this phase; it is the D2C option of S2 |

## Where the groups order today

| Legacy store | Countries | Groups | Numbers | How the group is marked |
|--------------|-----------|--------|---------|-------------------------|
| CH store (b2b.blackroll.com) | CH        | Mostly physios | 23,486 segment members, 1,029 ever ordered, about 700 active per year (ADR-060) | A B2B flag on the customer and two price groups through discount codes. Sen (2026-10-23): prices per product group, and customers are created in Shopify first and then in MyFactory; ADR-060 says there is no ERP record (question 26 in the decisions page) |
| Pro DE store (pro.blackroll.com) | DE, AT    | Retail dealers, physios, gyms, trainers and the other segments | About 6,800 partners in Robert Kruschke's groups, not all active; retail not counted yet | Shopify tags from the ERP: one of 40+ segments, an EK price tier, `NO_*` restrictions, `Auf Rechnung`. Customer-specific prices and individual conditions (Sen, 2026-10-23) |
| Pro BNL store | Benelux   | Not known yet | Daily orders | Not checked yet         |

Sen (2026-10-23) also names France next to Benelux. Which shop French customers order in, and whether France belongs to a wave, is open (question 25 in the decisions page). Country contacts at BLACKROLL: Thomas Mullis for Switzerland and Patrick Stegemann for Benelux.

In the new store a group no longer lives in a tag. Native B2B gives each company a catalog, a price list and payment terms (BLAC-6173), so every group needs a rule for which catalog, price list and terms it gets. The 33 assortment restriction combinations (P4) and the 12 price groups (P1) sit on top of the groups. Sen wants the segmentation and tagging rules to come from the ERP (E4).

## What the groups mean for the decisions

* **S2 (Pros: D2C or B2B).** Physios, gyms and trainers are the Pro groups. They buy for their own use, so the D2C option is plausible for them in a way it is not for retail dealers.
* **CI3 (wave 1 cohort).** The cohort is easier to set per group than per shop: which groups move in which wave, and which inactive accounts stay behind.
* **CI1 (signup).** The application form already asks for the type of business. Email domain access would add a second way in. Pipedrive stays the central system for lead management and approval (Sen, 2026-10-23).
* **P1, P4 (prices and catalogs).** Resellers and own-use buyers probably need different price logic. Each group needs a default catalog and price list.
* **PC8 (central billing).** Only for retail dealers who belong to a buying group.
* **T2, T3 (look and features).** Retail dealers need ordering speed and marketing material; physios and trainers expect content and training material, which is part of why the B2B team wants a look closer to D2C.
* **T5 (analytics).** BLACKROLL forecasts by customer group, so the group should be a dimension in tracking and reporting, and an attribute of the company in Shopify.
* **S8 (market strategy).** The groups are the same in every country, but which countries come next decides currencies, payment providers and languages per group.

## Still to collect

* The full list of the 40+ segment tags with customer counts per tag and per store. Part of the tag and metafield inventory (22Bits, kickoff action); Sen maps each tag to a group in this page.
* Which groups the Pro BNL store serves, and how Benelux customers are created and priced (Sen with Patrick Stegemann).
* Whether France is a B2B market today and which shop French customers use (question 25).
* The lead at BLACKROLL for rehab centres and clinics, sports clubs, wholesale, medical supply stores and members of partner organisations.
* Whether medical supply stores and wholesale customers resell, and who the wholesale customers are.
* Whether hotels are a group of their own (mentioned once at the kickoff).
* How many retail dealers are buying-group members and how many are independent.

---

**Documents**

- [Workshop 0: Steering Pre-read (28 Oct)](https://wiki.22bits.de/s/6cf1c07b-6734-40db-a1e8-8542d7f0474c/doc/workshop-0-steering-pre-read-28-oct-JhVrYRXijD)
- [B2B Customer Groups](https://wiki.22bits.de/s/6cf1c07b-6734-40db-a1e8-8542d7f0474c/doc/b2b-customer-groups-gEqCKsjdkf)
- [B2B Decisions and Workshop Plan](https://wiki.22bits.de/s/6cf1c07b-6734-40db-a1e8-8542d7f0474c/doc/b2b-decisions-and-workshop-plan-b29gSFrr9D)
- [B2B Scope Matrix](https://wiki.22bits.de/s/6cf1c07b-6734-40db-a1e8-8542d7f0474c/doc/b2b-scope-matrix-ZZotcIoK84)
- [B2B ERP, Pricing and Architecture](https://wiki.22bits.de/s/6cf1c07b-6734-40db-a1e8-8542d7f0474c/doc/b2b-erp-pricing-and-architecture-3q14unmr2V)
- [B2B Content and Design in a Liquid Store](https://wiki.22bits.de/s/6cf1c07b-6734-40db-a1e8-8542d7f0474c/doc/b2b-content-and-design-in-a-liquid-store-SOHXeET9QJ)
- [B2B Risks and Dependencies](https://wiki.22bits.de/s/6cf1c07b-6734-40db-a1e8-8542d7f0474c/doc/b2b-risks-and-dependencies-rlQ4rP4ukg)
- [Epic Questions](https://wiki.22bits.de/s/6cf1c07b-6734-40db-a1e8-8542d7f0474c/doc/epic-questions-AOKIT9yuYL)