Gear4Music
Andrew Mirzai, Head of Performance Marketing said -
"RevWise helped us transform a fragmented and often wasteful affiliates strategy into something more streamlined and high performing. They helped us move beyond less incremental lower funnel partnerships to secure premium placements with top-tier partners, delivering strong initial revenue growth and setting the foundations for a sustainable long-term strategy."
Gear4music was originally operating across three affiliate networks - TradeDoubler, AWIN, and Affiliate Future - for its UK programme, with an additional eight programmes managed on AWIN.
Our main strategy was to build a content-led programme aimed at increasing both brand awareness and revenue growth across the EU regions. By consolidating networks, focusing on quality content partnerships, and removing non-incremental publishers, RevWise helped Gear4music achieve over 147% platform revenue growth and sustainable expansion across EU affiliate markets.
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YoY EU Revenue Increase
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YoY Conversion Rate Increase
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YoY commission costs
Executive summary
01 Streamline
We transformed a fragmented programme by consolidating three networks into one, removing low-value publishers, and unifying reporting—laying the foundation for smarter growth.
02 Amplify
Through premium content partnerships with Future, Sound on Sound, and Equipboard, we elevated brand visibility, secured high-impact placements, and drove incremental EU sales.
03 Sustain
By onboarding 100+ quality partners, optimising ROI, and reducing wasted commission, we delivered +147% platform revenue growth and built a scalable, sustainable affiliate strategy.
Gear4Music’s own range of hardware includes three multi-tier keyboard stands. The table-style Deluxe 2 Tier is an adjustable solution that, thanks to a 105kg rating, will support even the heaviest 88-note pianos along with an additional keyboard.
Sound on Sound
"These rock-solid all-rounders are the platonic ideal for affordable generic-fit earplugs"
"A high-fidelity gift that keeps giving"
Music Radar
"This is simply the best volume pedal money can buy"
"The best volume pedal for guitarists on a budget"
Guitar World
Gear4Music’s own range of hardware includes three multi-tier keyboard stands. The table-style Deluxe 2 Tier is an adjustable solution that, thanks to a 105kg rating, will support even the heaviest 88-note pianos along with an additional keyboard.
Sound on Sound
"These rock-solid all-rounders are the platonic ideal for affordable generic-fit earplugs"
"A high-fidelity gift that keeps giving"
Music Radar
"This is simply the best volume pedal money can buy"
"The best volume pedal for guitarists on a budget"
Guitar World
Gear4Music’s own range of hardware includes three multi-tier keyboard stands. The table-style Deluxe 2 Tier is an adjustable solution that, thanks to a 105kg rating, will support even the heaviest 88-note pianos along with an additional keyboard.
Sound on Sound
"These rock-solid all-rounders are the platonic ideal for affordable generic-fit earplugs"
"A high-fidelity gift that keeps giving"
Music Radar
"This is simply the best volume pedal money can buy"
"The best volume pedal for guitarists on a budget"
Guitar World
Gear4Music’s own range of hardware includes three multi-tier keyboard stands. The table-style Deluxe 2 Tier is an adjustable solution that, thanks to a 105kg rating, will support even the heaviest 88-note pianos along with an additional keyboard.
Sound on Sound
"These rock-solid all-rounders are the platonic ideal for affordable generic-fit earplugs"
"A high-fidelity gift that keeps giving"
Music Radar
"This is simply the best volume pedal money can buy"
"The best volume pedal for guitarists on a budget"
Guitar World
Gear4Music’s own range of hardware includes three multi-tier keyboard stands. The table-style Deluxe 2 Tier is an adjustable solution that, thanks to a 105kg rating, will support even the heaviest 88-note pianos along with an additional keyboard.
Sound on Sound
"These rock-solid all-rounders are the platonic ideal for affordable generic-fit earplugs"
"A high-fidelity gift that keeps giving"
Music Radar
"This is simply the best volume pedal money can buy"
"The best volume pedal for guitarists on a budget"
Guitar World
Challenge & Strategy: Consolidating Gear4music’s Affiliate Programme
Gear4music was originally operating across three affiliate networks—TradeDoubler, AWIN, and Affiliate Future—for its UK programme, with an additional eight programmes managed on AWIN. Our main strategy was to build a content-led programme aimed at increasing both brand awareness and revenue growth across the EU regions.
We streamlined this setup by:
Cleaning up the programmes: removing low-quality coupon/cashback sites and fraudulent publishers to improve programme quality.
Migrating to one network: consolidating all activity exclusively on AWIN for better management and reporting.
Standardising reporting: converting and consolidating data from multiple currencies into one unified format for easier client analysis and comparison across regions.
At first, year-on-year comparisons appeared weaker after removing certain publishers, as they had been driving significant revenue. However, these publishers were not delivering incremental sales. By excluding them, we improved programme quality and saved significantly in commission costs per year.
Execution: Building High-Impact Content Partnerships Across EU
Despite working with limited margins, we successfully:
Secured partnerships with high-quality niche publishers such as Sound on Sound and Equipboard, who featured the brand in dedicated articles, boosting credibility and audience engagement. (Content review by Sound on Sound published in July 2025).
Strengthened and optimised collaboration with Future, resulting in additional article inclusions across MusicRadar, Guitar World, and TechRadar. They updated existing articles and included us in new publications. We were also integrated into HAWK, Future’s content recommendation widget, enhancing visibility and positioning us at the top of editors’ lists for reviews, listicles, and stand-alone articles. RevWise covered the cost on behalf of the brand, making this high-impact placement even more valuable.
Drove sales through Future’s network, including articles by MusicRadar (Best Earplugs for Musicians, July) and GuitarWorld (Best Volume Pedals 2025 and Best Patch Cables 2025, August).
The affiliate programme of AV.com also relies primarily on content partnerships — including Future, Which?, Skimlinks, AVforums, Bauer Media, The Telegraph, and the Evening Standard.
We also achieved placements on some of the largest comparison engines across the EU, further expanding brand awareness and driving incremental sales. For example, Vertaa.fi—Finland’s largest price comparison site with 1M+ monthly consumers and 500K+ store referrals—was onboarded. As part of Compare Group (active across multiple EU markets and generating 3–4M leads monthly), the group expanded to France in May and Norway/Denmark in August, increasing our visibility across EU markets.
Overall, we reached out to over 600 publishers across all market regions and successfully onboarded more than 100 high-quality partners.
Results & Impact: Driving Sustainable EU Growth
The affiliate programme overhaul delivered measurable, lasting impact for Gear4music. By consolidating networks and focusing on high-quality, content-led partnerships, we achieved significant revenue and conversion growth across Europe.
Within a year, overall programme revenue rose by more than 59%, while the conversion rate improved by 64%. When comparing like-for-like performance—excluding the non-incremental publishers we removed—the results were even stronger: platform revenue jumped by 147% and conversion rates grew by nearly a third.
In the EU regions, growth accelerated further. Overall revenue increased by 66%, and like-for-like revenue surged by over 200%, driven by expansion into France, the Netherlands, Norway, and Denmark.
These results also translated into smarter spend. By cutting out publishers that weren’t driving incremental sales, we saved Gear4music significant commission costs per year, with a decrease of 45% YoY, while reinvesting those savings into long-term, sustainable partnerships.
Key Outcomes
Streamlined operations: Consolidation and clean-up enabled more accurate performance tracking and smarter decision-making across all EU regions.
Stronger brand presence: High-quality content partnerships and placements boosted brand awareness, credibility, and incremental sales.
Improved efficiency: Removing non-incremental publishers and optimising partnerships reduced unnecessary costs and delivered a higher ROI.
Sustainable growth: By adding new quality partners and strengthening existing relationships, we drove consistent, incremental revenue across all regions.
Andrew Mirzai, Head of Performance Marketing said -
"RevWise helped us transform a fragmented and often wasteful affiliates strategy into something more streamlined and high performing. They helped us move beyond less incremental lower funnel partnerships to secure premium placements with top-tier partners, delivering strong initial revenue growth and setting the foundations for a sustainable long-term strategy."
RevWise offers a market-first ‘outreach focused’ affiliate growth process
RevWise offers a market-first ‘outreach focused’ affiliate growth process
Regardless of the network your affiliate program is currently hosted on, our approach results in net new sales growth due to an ‘always on’ new-partner acquisition funnel. Approaching publishers - not as an agency - but as your brand. We use a methodical outreach process to research, identify and engage with publisher decision-makers directly. Going to market as your in-house affiliate team allows us build and maintain one-to-one relationships with contextually relevant growth-driving publishers needed for your program.
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Gary Winter
Head of Growth - Co-Founder
Jamie Brusey
Head of Operations - Co-Founder
Dan Hull
Senior Account Director
Silvena Hristova
Operations Manager
Angelina Daneva
Operations Manager
Veronica Garcia
Account Director
Edward Dare
Commercial Manager
Joanna Kania
Account Director
Olivia Drage
Head of Sales
Jasmine Ovall
Digital Marketing Manager
David Marks
Non-Exec Advisor
Charlie Culff
Credit Controller
Vlad Kostyna
Senior Affiliate Account Manager
Stoyan Yanev
Affiliate Marketing Team Leader
Raya Georgieva
Senior Affiliate Account Manager
Yanitsa Yaneva
Affiliate Marketing Team Leader
Milena Stefanov
Senior Affiliate Account Manager
Borislav Nachev
Senior Affiliate Account Manager
Nikolay Dragnev
Senior Affiliate Account Manager
Jess Anatasi
Social Commerce Lead
Boyana Koleva
Senior Affiliate Account Manager
Fabrice Gagneux
Lead Developer
Shey Giron
Head of Data & Research
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