Tecovas growth playbook

Build a "Tecovas Work for Business" page: who it is for (contractors, energy, utilities, data centers), the ASTM ratings per style, how programs work (company allowance or digital voucher, bulk crew orders, on-site fittings at the yard or job site, reorders), volume tiers on request, and a short form asking industry, crew size, location and safety requirements that routes straight to the new Corporate Sales Manager. Link it from the Work page, every work boot page and the corporate sales page, and add a crew-order line to the corporate sales form.

Industrial buyers purchase boots by the crew and reorder every year, so one program can be worth hundreds of pairs. A clear front door makes the new sales hire's outbound work convert, and catches the inbound demand that today lands on a gifting form.

[ ] Headline for employers, not gift buyers
[ ] Industries served
[ ] ASTM F2413-24 ratings by style
[ ] Allowance and digital voucher option
[ ] Bulk crew orders and reorders
[ ] On-site fittings at yards and job sites
[ ] Form: industry, crew size, sites, safety needs
[ ] Links from Work page and every work boot page

• Inquiries outrun one seller

  Qualify by crew size on the form and send small orders to stores.

• Safety claims must be exact

  List the ratings per style exactly as printed on the product pages.

• HiringCorporate Sales Manager, Tecovas Work (Austin, posted October 7, 2026): "build and grow industrial business for our Corporate Sales channel" with "construction, data centers, oil and gas, utilities, infrastructure, and the trades"; "Tecovas Work is a growing category for the brand, and the accounts you open in this role will help define what it becomes." The role structures "allowance and voucher programs, bulk crew orders, on-site fittings, and recurring replenishment", then expands "into branded apparel and products, corporate gifting, off-site fitting events", and must "Convert a first crew order into a company-wide program". It asks for knowledge of "safety standards, allowance and voucher programs, procurement cycles, and the role of EHS and site leadership in the decision".Source
• Your websiteCorporate Sales page (checked October 20, 2026): heading "Corporate Sales & Events", "Thoughtful gifts, memorable events, and Tecovas hospitality. All made easy for groups of eight or more"; three services (In-Store Fittings & Events, Bulk Gifting Orders, Off-Site Fittings) and an inquiry form answered "within 2 business days". Its description talks about rewarding "your team's hard work and big milestones" or outfitting "your wedding party". The page never mentions work boots, safety standards, crews, allowances or vouchers.Source
• Your websiteTecovas Work page: the page's only H1 (hidden from view, read by search engines and screen readers) is "Tecovas Work Story Page", and the meta description is "Born in Texas. Built to Last."; the page shows "Friends for the Trenches", the Longhaul line, "Meets ASTM Standards" (composite toe ASTM F2413-24 I/C, slip resistance SR, electrical hazard EH), wedge and 90° heels, and reviews from oil and gas and construction workers. It has no link to corporate or crew programs.Source
• Competitor researchRed Wing for Business: "industry-leading safety footwear and PPE programs for companies of all sizes", with "user-friendly portals and secure digital vouchers" and a "company-approved assortment" for each employee. Ariat sells "Western, Work, English, and Outdoor" styles; Lucchese sells premium cowboy boots; Wolverine sells "Tough Work Boots".See the research Source

Set the H1 to something like "Western work boots with composite toe, slip and electrical-hazard protection", write a description with the ASTM ratings and price range, and add internal links from the blog's work boot posts.

A clear heading and description help the page rank and earn clicks for high-intent work boot searches.

• Visual design changes

  Keep the visible design; change the hidden heading and metadata.

• Your websiteTecovas Work page: the page's only H1 (hidden from view, read by search engines and screen readers) is "Tecovas Work Story Page", and the meta description is "Born in Texas. Built to Last."; the page shows "Friends for the Trenches", the Longhaul line, "Meets ASTM Standards" (composite toe ASTM F2413-24 I/C, slip resistance SR, electrical hazard EH), wedge and 90° heels, and reviews from oil and gas and construction workers. It has no link to corporate or crew programs.Source
• Your websiteContent and channels: 135 blog posts, recent ones including "Gifts for Cowboys" (October 19, 2026), "Best Work Boots for Construction", "Womens Work Boots Mean Business" and city guides for Nashville, Austin and Denver; YouTube has about 28,500 subscribers, 73 videos and 14.3 million views; Instagram, TikTok and Facebook are linked.Source
• Your websiteProduct pages for work boots show the three ASTM F2413-24 ratings, free shipping over $100, and reviews through Junip; the Men's Work Pant is $95 and there is a Tecovas Work trucker hat and work socks.Source

Read every 1-3 star review and tag the cause (sizing, break-in, sole, waterproofing, durability). If sizing leads, add a size note and fit guidance on the page and in the fit guide; if construction, send findings to the footwear design team. Reply to recent low reviews with the fix, and ask satisfied work buyers for reviews after 60 days of wear.

Ratings drive conversion on a $265 boot, and fixing the top complaint helps the whole work category the company is investing in.

• Causes are mixed

  Fix the largest single cause first.

• Your catalogueWork boot ratings on product pages (October 20, 2026): Longhaul Square Composite Toe $265, 3.88 stars from 474 reviews (one recent 5-star review notes "this particular model's size runs large"); Longhaul Moc Toe $245, 4.25 from 158; Longhaul Round Composite Toe $265, 4.32 from 56; Square Soft Toe with Temp Control $265, 4.22 from 27; Women's Longhaul Round $245, 4.65 from 17; Women's Lace Up $245, 4.4 from 5; Women's Chelsea Composite Toe $245, no rating. Cowboy boots for comparison: The Earl $325, 4.79 from 24,303; The Cartwright $375, 4.8 from 15,018; The Annie $375, 4.87 from 8,371.Source
• HiringGreenhouse board (October 20, 2026): 88 open roles, most of them store roles (40+ seasonal and regular sales associates, assistant store managers, team leads), including four in College Station, Texas and three in Fredericksburg, Texas, neither of which has a store page yet. Headquarters roles: Technical Project Manager for Front End Engineering, Design Director and Junior Designer for men's footwear ("Western, work, and adjacent footwear categories"), a Sourcing Specialist and a supply-chain systems analyst.Source
• HiringCorporate Sales Manager, Tecovas Work (Austin, posted October 7, 2026): "build and grow industrial business for our Corporate Sales channel" with "construction, data centers, oil and gas, utilities, infrastructure, and the trades"; "Tecovas Work is a growing category for the brand, and the accounts you open in this role will help define what it becomes." The role structures "allowance and voucher programs, bulk crew orders, on-site fittings, and recurring replenishment", then expands "into branded apparel and products, corporate gifting, off-site fitting events", and must "Convert a first crew order into a company-wide program". It asks for knowledge of "safety standards, allowance and voucher programs, procurement cycles, and the role of EHS and site leadership in the decision".Source

Defer non-essential scripts, split the front-end bundle, preload and resize the hero image, reserve space for the banner, and give dialogs accessible names. The new Technical Project Manager can run it as one sprint.

Faster taps and loads lift mobile conversion during the gifting season, when traffic peaks.

• Breaking apps

  Test each change on a staging theme.

• Google PageSpeedHomepage: real visitors fail Core Web Vitals on responsiveness (INP 255 ms at the 75th percentile; the limit is 200 ms) while loading (LCP 2.3s) and layout (CLS 0) pass; site-wide loading got 40% slower in the latest Chrome data. Lab: mobile score 67 (desktop 95), the hero image appears at 5.3s on a phone, Shopify scripts block the main thread for 1.1s, 166 KB of unused JavaScript and 302 KB of image savings; the free-shipping banner causes the layout shift. Accessibility issues include unnamed dialogs, low contrast and small touch targets.Source
• HiringGreenhouse board (October 20, 2026): 88 open roles, most of them store roles (40+ seasonal and regular sales associates, assistant store managers, team leads), including four in College Station, Texas and three in Fredericksburg, Texas, neither of which has a store page yet. Headquarters roles: Technical Project Manager for Front End Engineering, Design Director and Junior Designer for men's footwear ("Western, work, and adjacent footwear categories"), a Sourcing Specialist and a supply-chain systems analyst.Source

Add a branded share image and title to the homepage and the referral, gift card and corporate pages, and check previews in the main apps.

A good preview gets more clicks on every shared link, including referral links.

• Low impact alone

  Ship it with the referral push.

• Your websiteHomepage and footer: a top banner "Limited Time: Refer a Friend, You'll Both Get $50 Off"; collaborations with Mossy Oak, KREWE, Stallion and Chili's; partners such as Folds of Honor and the Opry; a Fall 2026 catalog; a "Resale" link to the Tecovas Trading Post, where the community buys and sells "gently worn Tecovas fine western goods"; a Last Call section; free shipping over $100 and 30-day free returns. The homepage has no social share image.Source

Send the referral link after delivery and again after the boots are broken in (around 30 days), show it in order confirmation and in-store receipts, and test a standing offer against the limited-time one.

Asking right after a good first wear raises referral rates, and stores add a channel online banners miss.

• Discount cost

  Pay only on first orders over a minimum.

• Your websiteHomepage and footer: a top banner "Limited Time: Refer a Friend, You'll Both Get $50 Off"; collaborations with Mossy Oak, KREWE, Stallion and Chili's; partners such as Folds of Honor and the Opry; a Fall 2026 catalog; a "Resale" link to the Tecovas Trading Post, where the community buys and sells "gently worn Tecovas fine western goods"; a Last Call section; free shipping over $100 and 30-day free returns. The homepage has no social share image.Source
• Your catalogueWork boot ratings on product pages (October 20, 2026): Longhaul Square Composite Toe $265, 3.88 stars from 474 reviews (one recent 5-star review notes "this particular model's size runs large"); Longhaul Moc Toe $245, 4.25 from 158; Longhaul Round Composite Toe $265, 4.32 from 56; Square Soft Toe with Temp Control $265, 4.22 from 27; Women's Longhaul Round $245, 4.65 from 17; Women's Lace Up $245, 4.4 from 5; Women's Chelsea Composite Toe $245, no rating. Cowboy boots for comparison: The Earl $325, 4.79 from 24,303; The Cartwright $375, 4.8 from 15,018; The Annie $375, 4.87 from 8,371.Source
• Your websiteStores: 70 store pages in the sitemap, from Austin South Congress to SoHo and Williamsburg, including two Bass Pro Shops locations (Sayreville and Springfield). Each page has hours, free in-store services (branding, debossing, cleaning, shining, stretching) and a "Cobbler Network" of vetted cobblers "within 40 miles of this store". An authorized-retailers page lists 12 western and ranch retailers, among them Murdoch's Ranch & Home Supply, Pinto Ranch and National Roper Supply.Source

Build a list of 50 Texas accounts near stores, offer a free on-site fitting day for one crew, and turn each into a program with allowances and reorders. Attend two regional safety or construction events with a fitting booth.

A focused first list near stores makes fittings cheap and proves the program before national expansion.

• Long procurement cycles

  Start with site leaders, then EHS and procurement.

• HiringCorporate Sales Manager, Tecovas Work (Austin, posted October 7, 2026): "build and grow industrial business for our Corporate Sales channel" with "construction, data centers, oil and gas, utilities, infrastructure, and the trades"; "Tecovas Work is a growing category for the brand, and the accounts you open in this role will help define what it becomes." The role structures "allowance and voucher programs, bulk crew orders, on-site fittings, and recurring replenishment", then expands "into branded apparel and products, corporate gifting, off-site fitting events", and must "Convert a first crew order into a company-wide program". It asks for knowledge of "safety standards, allowance and voucher programs, procurement cycles, and the role of EHS and site leadership in the decision".Source
• Your websiteStores: 70 store pages in the sitemap, from Austin South Congress to SoHo and Williamsburg, including two Bass Pro Shops locations (Sayreville and Springfield). Each page has hours, free in-store services (branding, debossing, cleaning, shining, stretching) and a "Cobbler Network" of vetted cobblers "within 40 miles of this store". An authorized-retailers page lists 12 western and ranch retailers, among them Murdoch's Ranch & Home Supply, Pinto Ranch and National Roper Supply.Source
• Your websiteTecovas Work page: the page's only H1 (hidden from view, read by search engines and screen readers) is "Tecovas Work Story Page", and the meta description is "Born in Texas. Built to Last."; the page shows "Friends for the Trenches", the Longhaul line, "Meets ASTM Standards" (composite toe ASTM F2413-24 I/C, slip resistance SR, electrical hazard EH), wedge and 90° heels, and reviews from oil and gas and construction workers. It has no link to corporate or crew programs.Source

Issue single-use codes or gift cards per employee, limited to the approved work styles and a dollar cap, redeemable online and in stores, with a monthly report for the employer.

Vouchers remove the paperwork that stops employers from switching boot suppliers and make reorders automatic.

• Code sharing

  Single-use codes tied to a name and email.

• HiringCorporate Sales Manager, Tecovas Work (Austin, posted October 7, 2026): "build and grow industrial business for our Corporate Sales channel" with "construction, data centers, oil and gas, utilities, infrastructure, and the trades"; "Tecovas Work is a growing category for the brand, and the accounts you open in this role will help define what it becomes." The role structures "allowance and voucher programs, bulk crew orders, on-site fittings, and recurring replenishment", then expands "into branded apparel and products, corporate gifting, off-site fitting events", and must "Convert a first crew order into a company-wide program". It asks for knowledge of "safety standards, allowance and voucher programs, procurement cycles, and the role of EHS and site leadership in the decision".Source
• Competitor researchRed Wing for Business: "industry-leading safety footwear and PPE programs for companies of all sizes", with "user-friendly portals and secure digital vouchers" and a "company-approved assortment" for each employee. Ariat sells "Western, Work, English, and Outdoor" styles; Lucchese sells premium cowboy boots; Wolverine sells "Tough Work Boots".See the research Source
• Your websiteStores: 70 store pages in the sitemap, from Austin South Congress to SoHo and Williamsburg, including two Bass Pro Shops locations (Sayreville and Springfield). Each page has hours, free in-store services (branding, debossing, cleaning, shining, stretching) and a "Cobbler Network" of vetted cobblers "within 40 miles of this store". An authorized-retailers page lists 12 western and ranch retailers, among them Murdoch's Ranch & Home Supply, Pinto Ranch and National Roper Supply.Source

Build a fit knowledge base per style (runs large or true, width, break-in, instep) from review and return data, test the AI agents against 50 real fit questions before each release, and measure fit-related returns.

Right first-time sizing cuts exchanges and returns and makes online buyers more confident.

• AI gives wrong sizes

  Hand off to a person when confidence is low.

• HiringCX Systems & Process Coordinator (posted September 15, 2026): keeps "the connected systems, AI agents, and automations behind our customer experience team" running, will "Keep our help articles and knowledge base accurate and current, both for the team and for the AI agents that rely on them", "Run test cases against our AI agents", and "flag wrong answers, failed handoffs, loops, and missed escalations".Source
• Your catalogueWork boot ratings on product pages (October 20, 2026): Longhaul Square Composite Toe $265, 3.88 stars from 474 reviews (one recent 5-star review notes "this particular model's size runs large"); Longhaul Moc Toe $245, 4.25 from 158; Longhaul Round Composite Toe $265, 4.32 from 56; Square Soft Toe with Temp Control $265, 4.22 from 27; Women's Longhaul Round $245, 4.65 from 17; Women's Lace Up $245, 4.4 from 5; Women's Chelsea Composite Toe $245, no rating. Cowboy boots for comparison: The Earl $325, 4.79 from 24,303; The Cartwright $375, 4.8 from 15,018; The Annie $375, 4.87 from 8,371.Source
• Your websiteHomepage and footer: a top banner "Limited Time: Refer a Friend, You'll Both Get $50 Off"; collaborations with Mossy Oak, KREWE, Stallion and Chili's; partners such as Folds of Honor and the Opry; a Fall 2026 catalog; a "Resale" link to the Tecovas Trading Post, where the community buys and sells "gently worn Tecovas fine western goods"; a Last Call section; free shipping over $100 and 30-day free returns. The homepage has no social share image.Source

Publish a "coming soon" store page with a sign-up for the opening event, email local customers from order data, partner with a local cause or campus group, and offer free branding on opening weekend.

Stores that open with a list sell more in their first weeks, which shapes the 45-day review.

• Dates slip

  Collect sign-ups without a date, then confirm.

• HiringGreenhouse board (October 20, 2026): 88 open roles, most of them store roles (40+ seasonal and regular sales associates, assistant store managers, team leads), including four in College Station, Texas and three in Fredericksburg, Texas, neither of which has a store page yet. Headquarters roles: Technical Project Manager for Front End Engineering, Design Director and Junior Designer for men's footwear ("Western, work, and adjacent footwear categories"), a Sourcing Specialist and a supply-chain systems analyst.Source
• HiringStore Assortment Planner (posted October 6, 2026): builds store-level assortments "including the stores we plan to open", "assortments for our small-concept stores (under 2,500 sq ft)", supports "shop-in-shop (SIS) partner locations", runs New Store Opening reviews "about 45 days after opening", and updates "Invent.ai, our allocation and replenishment platform".Source
• Your websiteStores: 70 store pages in the sitemap, from Austin South Congress to SoHo and Williamsburg, including two Bass Pro Shops locations (Sayreville and Springfield). Each page has hours, free in-store services (branding, debossing, cleaning, shining, stretching) and a "Cobbler Network" of vetted cobblers "within 40 miles of this store". An authorized-retailers page lists 12 western and ranch retailers, among them Murdoch's Ranch & Home Supply, Pinto Ranch and National Roper Supply.Source

Map online sales by style and size to each store's area, use it for choice counts in Invent.ai, and add work boots to stores and Bass Pro locations where online demand shows it.

Local online demand is a cheap forecast and reduces markdowns in small stores.

• Online and store buyers differ

  Blend with store history.

• HiringStore Assortment Planner (posted October 6, 2026): builds store-level assortments "including the stores we plan to open", "assortments for our small-concept stores (under 2,500 sq ft)", supports "shop-in-shop (SIS) partner locations", runs New Store Opening reviews "about 45 days after opening", and updates "Invent.ai, our allocation and replenishment platform".Source
• Your websiteStores: 70 store pages in the sitemap, from Austin South Congress to SoHo and Williamsburg, including two Bass Pro Shops locations (Sayreville and Springfield). Each page has hours, free in-store services (branding, debossing, cleaning, shining, stretching) and a "Cobbler Network" of vetted cobblers "within 40 miles of this store". An authorized-retailers page lists 12 western and ranch retailers, among them Murdoch's Ranch & Home Supply, Pinto Ranch and National Roper Supply.Source
• Your catalogueWork boot ratings on product pages (October 20, 2026): Longhaul Square Composite Toe $265, 3.88 stars from 474 reviews (one recent 5-star review notes "this particular model's size runs large"); Longhaul Moc Toe $245, 4.25 from 158; Longhaul Round Composite Toe $265, 4.32 from 56; Square Soft Toe with Temp Control $265, 4.22 from 27; Women's Longhaul Round $245, 4.65 from 17; Women's Lace Up $245, 4.4 from 5; Women's Chelsea Composite Toe $245, no rating. Cowboy boots for comparison: The Earl $325, 4.79 from 24,303; The Cartwright $375, 4.8 from 15,018; The Annie $375, 4.87 from 8,371.Source

Email owners at 12 and 24 months with care tips, a cobbler near them and a store service visit; invite them in for free cleaning and a look at new arrivals.

Care visits bring owners back into stores, where they buy their second pair.

• Email fatigue

  Two emails per year only.

• Your websiteStores: 70 store pages in the sitemap, from Austin South Congress to SoHo and Williamsburg, including two Bass Pro Shops locations (Sayreville and Springfield). Each page has hours, free in-store services (branding, debossing, cleaning, shining, stretching) and a "Cobbler Network" of vetted cobblers "within 40 miles of this store". An authorized-retailers page lists 12 western and ranch retailers, among them Murdoch's Ranch & Home Supply, Pinto Ranch and National Roper Supply.Source
• Your websiteCustomizations page: in-store hot iron branding, debossing, boot stretching, boot painting, a hat bar, chain stitching and patches, and custom embroidery online for select styles, with "Book An Appointment".Source

Offer store credit for listing or trading in a pair, with stores accepting trade-ins on set days, and promote it to customers whose boots are three or more years old.

Trade-ins bring lapsed customers back and keep used boots in the brand's own channel.

• Margin cost

  Credit only toward full-price items.

• Your websiteHomepage and footer: a top banner "Limited Time: Refer a Friend, You'll Both Get $50 Off"; collaborations with Mossy Oak, KREWE, Stallion and Chili's; partners such as Folds of Honor and the Opry; a Fall 2026 catalog; a "Resale" link to the Tecovas Trading Post, where the community buys and sells "gently worn Tecovas fine western goods"; a Last Call section; free shipping over $100 and 30-day free returns. The homepage has no social share image.Source
• Your websiteStores: 70 store pages in the sitemap, from Austin South Congress to SoHo and Williamsburg, including two Bass Pro Shops locations (Sayreville and Springfield). Each page has hours, free in-store services (branding, debossing, cleaning, shining, stretching) and a "Cobbler Network" of vetted cobblers "within 40 miles of this store". An authorized-retailers page lists 12 western and ranch retailers, among them Murdoch's Ranch & Home Supply, Pinto Ranch and National Roper Supply.Source

Publish one guide per trade: hazards, the ratings that matter, wedge vs 90° heel, and the matching Longhaul style, with reviews from that trade and a link to the employer program.

Trade-specific pages catch searches that generic work boot pages miss and feed corporate leads.

• Safety advice

  State only the ratings each boot carries.

• Your websiteContent and channels: 135 blog posts, recent ones including "Gifts for Cowboys" (October 19, 2026), "Best Work Boots for Construction", "Womens Work Boots Mean Business" and city guides for Nashville, Austin and Denver; YouTube has about 28,500 subscribers, 73 videos and 14.3 million views; Instagram, TikTok and Facebook are linked.Source
• Your websiteTecovas Work page: the page's only H1 (hidden from view, read by search engines and screen readers) is "Tecovas Work Story Page", and the meta description is "Born in Texas. Built to Last."; the page shows "Friends for the Trenches", the Longhaul line, "Meets ASTM Standards" (composite toe ASTM F2413-24 I/C, slip resistance SR, electrical hazard EH), wedge and 90° heels, and reviews from oil and gas and construction workers. It has no link to corporate or crew programs.Source
• Your catalogueWork boot ratings on product pages (October 20, 2026): Longhaul Square Composite Toe $265, 3.88 stars from 474 reviews (one recent 5-star review notes "this particular model's size runs large"); Longhaul Moc Toe $245, 4.25 from 158; Longhaul Round Composite Toe $265, 4.32 from 56; Square Soft Toe with Temp Control $265, 4.22 from 27; Women's Longhaul Round $245, 4.65 from 17; Women's Lace Up $245, 4.4 from 5; Women's Chelsea Composite Toe $245, no rating. Cowboy boots for comparison: The Earl $325, 4.79 from 24,303; The Cartwright $375, 4.8 from 15,018; The Annie $375, 4.87 from 8,371.Source

Film short videos per franchise (The Earl, Cartwright, Annie, Longhaul): fit, sizing and break-in, plus care; embed them on product pages and the fit guide.

Video answers fit questions before purchase and cuts returns and support tickets.

• Slow pages

  Load video on click.

• Your websiteContent and channels: 135 blog posts, recent ones including "Gifts for Cowboys" (October 19, 2026), "Best Work Boots for Construction", "Womens Work Boots Mean Business" and city guides for Nashville, Austin and Denver; YouTube has about 28,500 subscribers, 73 videos and 14.3 million views; Instagram, TikTok and Facebook are linked.Source
• Your catalogueWork boot ratings on product pages (October 20, 2026): Longhaul Square Composite Toe $265, 3.88 stars from 474 reviews (one recent 5-star review notes "this particular model's size runs large"); Longhaul Moc Toe $245, 4.25 from 158; Longhaul Round Composite Toe $265, 4.32 from 56; Square Soft Toe with Temp Control $265, 4.22 from 27; Women's Longhaul Round $245, 4.65 from 17; Women's Lace Up $245, 4.4 from 5; Women's Chelsea Composite Toe $245, no rating. Cowboy boots for comparison: The Earl $325, 4.79 from 24,303; The Cartwright $375, 4.8 from 15,018; The Annie $375, 4.87 from 8,371.Source
• HiringCX Systems & Process Coordinator (posted September 15, 2026): keeps "the connected systems, AI agents, and automations behind our customer experience team" running, will "Keep our help articles and knowledge base accurate and current, both for the team and for the AI agents that rely on them", "Run test cases against our AI agents", and "flag wrong answers, failed handoffs, loops, and missed escalations".Source

Fit out one truck with work boot sizes, Tecovas Work apparel and a branding iron, schedule it at contractor yards and energy sites around Texas, and sell on vouchers and crew orders.

Fitting a crew in an hour wins programs, and the truck doubles as marketing at events.

• Cost per visit

  Book only sites with 30+ workers.

• HiringCorporate Sales Manager, Tecovas Work (Austin, posted October 7, 2026): "build and grow industrial business for our Corporate Sales channel" with "construction, data centers, oil and gas, utilities, infrastructure, and the trades"; "Tecovas Work is a growing category for the brand, and the accounts you open in this role will help define what it becomes." The role structures "allowance and voucher programs, bulk crew orders, on-site fittings, and recurring replenishment", then expands "into branded apparel and products, corporate gifting, off-site fitting events", and must "Convert a first crew order into a company-wide program". It asks for knowledge of "safety standards, allowance and voucher programs, procurement cycles, and the role of EHS and site leadership in the decision".Source
• Your websiteCorporate Sales page (checked October 20, 2026): heading "Corporate Sales & Events", "Thoughtful gifts, memorable events, and Tecovas hospitality. All made easy for groups of eight or more"; three services (In-Store Fittings & Events, Bulk Gifting Orders, Off-Site Fittings) and an inquiry form answered "within 2 business days". Its description talks about rewarding "your team's hard work and big milestones" or outfitting "your wedding party". The page never mentions work boots, safety standards, crews, allowances or vouchers.Source
• Your websiteCustomizations page: in-store hot iron branding, debossing, boot stretching, boot painting, a hat bar, chain stitching and patches, and custom embroidery online for select styles, with "Book An Appointment".Source

Add sizes and widths, a soft-toe option and a tall style, test with women in trades groups, and feature them in the employer program.

Women in the trades are underserved by work boot brands, and employers need options for every crew member.

• Small segment

  Start with widths on existing lasts.

• Your catalogueWork boot ratings on product pages (October 20, 2026): Longhaul Square Composite Toe $265, 3.88 stars from 474 reviews (one recent 5-star review notes "this particular model's size runs large"); Longhaul Moc Toe $245, 4.25 from 158; Longhaul Round Composite Toe $265, 4.32 from 56; Square Soft Toe with Temp Control $265, 4.22 from 27; Women's Longhaul Round $245, 4.65 from 17; Women's Lace Up $245, 4.4 from 5; Women's Chelsea Composite Toe $245, no rating. Cowboy boots for comparison: The Earl $325, 4.79 from 24,303; The Cartwright $375, 4.8 from 15,018; The Annie $375, 4.87 from 8,371.Source
• Your websiteTecovas Work page: the page's only H1 (hidden from view, read by search engines and screen readers) is "Tecovas Work Story Page", and the meta description is "Born in Texas. Built to Last."; the page shows "Friends for the Trenches", the Longhaul line, "Meets ASTM Standards" (composite toe ASTM F2413-24 I/C, slip resistance SR, electrical hazard EH), wedge and 90° heels, and reviews from oil and gas and construction workers. It has no link to corporate or crew programs.Source
• HiringGreenhouse board (October 20, 2026): 88 open roles, most of them store roles (40+ seasonal and regular sales associates, assistant store managers, team leads), including four in College Station, Texas and three in Fredericksburg, Texas, neither of which has a store page yet. Headquarters roles: Technical Project Manager for Front End Engineering, Design Director and Junior Designer for men's footwear ("Western, work, and adjacent footwear categories"), a Sourcing Specialist and a supply-chain systems analyst.Source
• Your websiteContent and channels: 135 blog posts, recent ones including "Gifts for Cowboys" (October 19, 2026), "Best Work Boots for Construction", "Womens Work Boots Mean Business" and city guides for Nashville, Austin and Denver; YouTube has about 28,500 subscribers, 73 videos and 14.3 million views; Instagram, TikTok and Facebook are linked.Source

Package a crew kit (boots, work pant, cap, socks) with the company logo branded or embroidered, priced per person, and offer it for onboarding new hires each year.

Kits raise order value per worker and make Tecovas part of the employer's onboarding.

• Branding bottleneck

  Batch logos at one store or partner.

• HiringCorporate Sales Manager, Tecovas Work (Austin, posted October 7, 2026): "build and grow industrial business for our Corporate Sales channel" with "construction, data centers, oil and gas, utilities, infrastructure, and the trades"; "Tecovas Work is a growing category for the brand, and the accounts you open in this role will help define what it becomes." The role structures "allowance and voucher programs, bulk crew orders, on-site fittings, and recurring replenishment", then expands "into branded apparel and products, corporate gifting, off-site fitting events", and must "Convert a first crew order into a company-wide program". It asks for knowledge of "safety standards, allowance and voucher programs, procurement cycles, and the role of EHS and site leadership in the decision".Source
• Your websiteCustomizations page: in-store hot iron branding, debossing, boot stretching, boot painting, a hat bar, chain stitching and patches, and custom embroidery online for select styles, with "Book An Appointment".Source
• Your websiteProduct pages for work boots show the three ASTM F2413-24 ratings, free shipping over $100, and reviews through Junip; the Men's Work Pant is $95 and there is a Tecovas Work trucker hat and work socks.Source

Offer apprentices at Texas trade schools and union training centers a first-pair discount and a fitting day, with a graduation gift card.

It builds loyalty early and introduces employers to Tecovas Work through their own new hires.

• Low spending power

  Offer payment plans and work styles at $245.

• Your websiteHomepage and footer: a top banner "Limited Time: Refer a Friend, You'll Both Get $50 Off"; collaborations with Mossy Oak, KREWE, Stallion and Chili's; partners such as Folds of Honor and the Opry; a Fall 2026 catalog; a "Resale" link to the Tecovas Trading Post, where the community buys and sells "gently worn Tecovas fine western goods"; a Last Call section; free shipping over $100 and 30-day free returns. The homepage has no social share image.Source
• HiringCorporate Sales Manager, Tecovas Work (Austin, posted October 7, 2026): "build and grow industrial business for our Corporate Sales channel" with "construction, data centers, oil and gas, utilities, infrastructure, and the trades"; "Tecovas Work is a growing category for the brand, and the accounts you open in this role will help define what it becomes." The role structures "allowance and voucher programs, bulk crew orders, on-site fittings, and recurring replenishment", then expands "into branded apparel and products, corporate gifting, off-site fitting events", and must "Convert a first crew order into a company-wide program". It asks for knowledge of "safety standards, allowance and voucher programs, procurement cycles, and the role of EHS and site leadership in the decision".Source
• Your websiteStores: 70 store pages in the sitemap, from Austin South Congress to SoHo and Williamsburg, including two Bass Pro Shops locations (Sayreville and Springfield). Each page has hours, free in-store services (branding, debossing, cleaning, shining, stretching) and a "Cobbler Network" of vetted cobblers "within 40 miles of this store". An authorized-retailers page lists 12 western and ranch retailers, among them Murdoch's Ranch & Home Supply, Pinto Ranch and National Roper Supply.Source

Build a weddings page: group fittings, matching boots, branding with initials and dates, a group order form and gift cards for the party.

Weddings bring groups of buyers into stores and new customers who gift later.

• Splits the corporate page

  Keep corporate for companies and link both ways.

• Your websiteCorporate Sales page (checked October 20, 2026): heading "Corporate Sales & Events", "Thoughtful gifts, memorable events, and Tecovas hospitality. All made easy for groups of eight or more"; three services (In-Store Fittings & Events, Bulk Gifting Orders, Off-Site Fittings) and an inquiry form answered "within 2 business days". Its description talks about rewarding "your team's hard work and big milestones" or outfitting "your wedding party". The page never mentions work boots, safety standards, crews, allowances or vouchers.Source
• Your websiteCustomizations page: in-store hot iron branding, debossing, boot stretching, boot painting, a hat bar, chain stitching and patches, and custom embroidery online for select styles, with "Book An Appointment".Source
• Your websiteStores: 70 store pages in the sitemap, from Austin South Congress to SoHo and Williamsburg, including two Bass Pro Shops locations (Sayreville and Springfield). Each page has hours, free in-store services (branding, debossing, cleaning, shining, stretching) and a "Cobbler Network" of vetted cobblers "within 40 miles of this store". An authorized-retailers page lists 12 western and ranch retailers, among them Murdoch's Ranch & Home Supply, Pinto Ranch and National Roper Supply.Source

List every host, confirm its owner and purpose with the digital and engineering teams, remove anything unowned, and add a quarterly script review to the sprint calendar.

Fewer, known scripts load faster and reduce risk on a store that takes payments.

• Removing a needed tag

  Check with each team before removing.

• Google PageSpeedHomepage: real visitors fail Core Web Vitals on responsiveness (INP 255 ms at the 75th percentile; the limit is 200 ms) while loading (LCP 2.3s) and layout (CLS 0) pass; site-wide loading got 40% slower in the latest Chrome data. Lab: mobile score 67 (desktop 95), the hero image appears at 5.3s on a phone, Shopify scripts block the main thread for 1.1s, 166 KB of unused JavaScript and 302 KB of image savings; the free-shipping banner causes the layout shift. Accessibility issues include unnamed dialogs, low contrast and small touch targets.Source
• HiringGreenhouse board (October 20, 2026): 88 open roles, most of them store roles (40+ seasonal and regular sales associates, assistant store managers, team leads), including four in College Station, Texas and three in Fredericksburg, Texas, neither of which has a store page yet. Headquarters roles: Technical Project Manager for Front End Engineering, Design Director and Junior Designer for men's footwear ("Western, work, and adjacent footwear categories"), a Sourcing Specialist and a supply-chain systems analyst.Source