Fit Supplies

Shopify Website Build

December 2020


The Client

FitSupplies is the fitness brand for the modern day. They’re all about giving everyone, no matter their age, size, or fitness, the things they need for a healthier way of living.


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The Brief

FitSupplies first began by selling their products via online marketplaces like Amazon and eBay, so when they decided it was time to cut out the middle-man and give their customers a single place to go for all their products, they needed help creating their brand and website.

The Solutions

  • Define the FitSupplies visual brand.
  • Launch Fit Supplies brand direct to consumer prior to peak trade period
  • Build a new website on strong foundations to support the brand as it scales 
  • Create a Shopify ecommerce website where customers can easily purchase all their favourite FitSupplies products.



 The Plan of Action

As they’ve come from online marketplaces without having a real sense of ‘brand’ behind them, a brand-building workshop was the first step. Here, we collaborated on brand personality, audience, style, tone of voice, and so much more… Ultimately, we zeroed in on their approachability, from encouraging words to softer fonts, textures, and colours.

Next, we built their Shopify ecommerce website, incorporating everything we’d decided with the brand alongside new, eye-catching imagery that truly showed the quality and experience of their products in all four key categories: strength, functional, studio, and mind and body. There’s something for everyone, remember?

Shopify Design and Build 

Custom functionality was also built into the site to give users a journey that wouldn’t leave them feeling like they’d just ran for an hour on the treadmill. This included the ability to filter products by weight, type, colour, and more, so people could find exactly what they needed. Additionally, products were selling so quickly that we also introduced a pre-order function, allowing people to purchase products for when they were next in stock.

Our work with FitSupplies is a marathon, not a sprint, so there’s plenty more coming…

 Ongoing Marketing Support 

We’re now in the process of SEO optimisation, ensuring that all products and pages are using the best keywords to be found by the right people. This includes competitor research, so we can see FitSupplies’ opportunities in the market.

In addition, we’re working on marketing strategies that’ll keep customers happy, engaged, and loyal, such as automated customer relationship marketing (CRM) emails. We’re building emails for various scenarios, such as abandoned browse, abandoned cart, and post-purchase flows, encouraging customers and potential customers to continue their journey with the brand into the future.


By taking the time to create the brand around FitSupplies’ personality, values, and audience, we were able to create an optimised, bespoke, and easy-to-use ecommerce website with that same high-quality, yet approachable feeling. 


“When we decided to revamp our website, we undertook extensive online research as to which agencies would be best able to undertake this work. Digital Cake stood out in the marketplace and we have been delighted at how well they have worked to our brief. Their work has combined creative excellence with technical expertise and the resulting website has enabled our business to reach a huge audience. 

Everyone at Digital Cake has been a pleasure to work with and we consider Digital Cake part of our team and we look forward to a long and rewarding relationship with them”

Chris & Tracey Corcoran
Chris & Tracey Corcoran

Want to refresh you Shopify Store?  

Our team of Shopify Experts are committed to delivering exceptional e-commerce experiences. Get in touch and begin building your brand online with Digital Cake.

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95 Northwood St, Birmingham B3 1SZ
0121 439 0750



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