Grupo SBF lives and breathes sport in all its forms.

With brands like Centauro, FISIA (Nike Brazil), NWB, FitDance, X3M, and OneFan, the Grupo SBF ecosystem connects consumers, creators, and brands through retail, content, technology, and physical experiences. It’s a nationwide network with 250+ stores and active operations across digital and physical channels — where every click, conversion, and decision counts.

But behind this large-scale operation lies a powerful yet invisible engine: data. And that’s where the Grupo SBF + Amplitude story begins.

Faced with high event volume and complex data structures, SBF’s product, marketing, and sales teams shared one clear ambition: to access data faster, with greater granularity and autonomy — without relying on heavy technical roadmaps or limiting their analytical capabilities.

That’s when Minders and Amplitude came into play.

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The challenge: too much data, too much effort, too slow to act

Before, any analysis required time, engineering, and patience. Reports could take hours or days to build. Real-time data was either too shallow or unavailable. And even when data was accessible, technical limitations slowed down decision-making.

During peak moments like Black Friday, this was even more critical. If a paid campaign needed to be adjusted, the Market Performance team only had access to the previous day’s data. If a product page needed reordering, the sales team acted on instinct — not facts.

What Grupo SBF needed wasn’t more data. It was structure, speed, and context.

The shift: real-time data, with context and autonomy

With Amplitude implemented by Minders, everything changed. Event structures were now directly reflected in the platform — no manual configuration required for new dimensions. Events like “shipping calculation” included attributes like product ID, shipping types, and pricing — instantly accessible.

That flexibility opened the door to a new reality: building dashboards in minutes, segmenting campaigns in real-time, and making decisions at the pace of the business. During Black Friday, that meant:

• Immediate media campaign optimizations, improving ROI as same-day data came in; 
• Dynamic updates to banners, hotsites, and internal campaigns, redirecting traffic to high-converting pages; 
• Live monitoring of sessions, purchases, and revenue, with visible goals and daily decisions; 
• Channel- and product-level reports, guiding media and CRM strategy; 
• Marketplace performance tracking, providing real-time value to Centauro’s third-party sellers. 

All of this came with a surprisingly short learning curve — because the goal wasn’t just tooling, but empowering people.

🧭 Planning your event tracking? Start here.

Poorly planned instrumentation = messy data, limited insights, and missed opportunities.

Before sending any event to Amplitude (or any analytics platform), align on your business goals and structure your data right.

Use our Product Analytics Taxonomy Guide to learn how to define events that drive clarity, not confusion — and set your teams up for meaningful, measurable impact.

More than tech: the value of human support

One of the biggest differentiators highlighted by the SBF team wasn’t technical — it was human. Minders acted as a strategic partner from day one: helping prioritize the right events, designing optimized data structures, offering hands-on support to multiple teams, and — maybe most importantly — building a true data culture.

If someone needed help building a report, Minders stepped in. If a team needed to simplify technical attributes, Minders made it happen. This personalized support built real autonomy — and got more people involved in using data day-to-day.

The future: unified vision, data-driven products

What’s next is both ambitious and achievable. Grupo SBF is already working to integrate all its ecosystem products into Amplitude — Centauro, Nike, Spornt, and more — building a single view of user behavior across brands.

The goal? Understand not just how people buy, but how they move across channels and experiences. And from there, connect that insight back into the product: show how many people viewed a product, personalize real-time interactions, and anticipate what each customer needs.

With structure, context, and support, what was once a technical challenge is now a competitive advantage.
Today, data drives decisions at Grupo SBF — and Minders is right there, turning every number into action.

The transformation led by Grupo SBF Amplitude is a powerful example of how data, when structured with purpose and supported by the right partners, can become a strategic asset — not just a technical challenge. With real-time insights, empowered teams, and a culture driven by analytics, Grupo SBF has turned complexity into clarity and speed into a competitive edge.

As the company continues to scale its data strategy across its entire ecosystem, the partnership between Grupo SBF, Minders, and Amplitude stands as a benchmark for businesses aiming to unlock the true value of their data.