A 20-year-old recovery brand, rebuilt for the way people shop now

How it started

Activewrap is a twenty-year-old brand. Their hot and cold therapy wraps have been recommended by trainers, physical therapists, and recovery specialists across the country for years. Their products work. Their reputation is real. And their website, when they came to us, did not reflect any of that.

The store was running on Shopify but on an older theme architecture that had aged badly. Navigation was confusing. Products were buried under each other. The catalog was structured around individual SKUs in a way that made it hard for a customer to find the right product for their specific use case - knee, shoulder, back, ankle, hot, cold, both. There was too much information competing for attention and not enough clarity on what to actually buy.

For a brand with this much product authority, the storefront was actively hurting them.

What we set out to do

Activewrap needed a rebuild that respected both the depth of their catalog and the simplicity their customers expect. Three priorities:

1. A full custom design and development of the entire storefront, built around how people actually shop for recovery products.
2. Catalog restructuring through bundling, so customers see solutions instead of SKUs.
3. A CRO program to keep improving the experience after launch with real behavioral data driving the changes.

The redesign: from SKU sprawl to clear solutions

The single biggest insight from the audit: customers weren't shopping for SKUs, they were shopping for outcomes. Someone with a strained shoulder doesn't want to evaluate twelve different wrap sizes and material options - they want the right wrap for a strained shoulder, ideally with everything they need for the recovery in one click.

We restructured the entire storefront around this. Products that had been catalogued as separate SKUs - the wrap, the inserts, the accessories - were reorganized into bundles. A customer who lands on the site looking for shoulder recovery now sees a curated bundle that contains everything they need, with the option to customize if they want. One click. The right product. Bought.

This was a significant operational shift too - moving from single-SKU inventory to bundle-based fulfillment touches the warehouse, the shipping, the accounting. We worked through that migration alongside the storefront work so the back-end matched the front-end on launch day.

The design itself was custom from the ground up. Clear, calm, focused on the product. Real imagery, clear use-case guidance, intuitive navigation between body parts and recovery types. We took the visual maturity that the brand had earned over twenty years and finally put it on the screen.

The technical decisions

A few choices worth flagging:

Shopify as the foundation, with custom theme work to support the bundle-first catalog architecture.

Foxsell Bundles to make the bundle creation, pricing, and management workable for the team day-to-day, with the storefront UI tuned around it.

Sika Health integration for accepting HSA and FSA cards - a meaningful addition for a recovery product where many customers pay with health-account funds. This is the kind of detail that quietly removes friction for the right buyer.

Klaviyo for the email lifecycle: welcome, abandoned cart, post-purchase recovery guidance, win-back. Recovery products have a natural rhythm to them - customers who buy a wrap often need accessories or refills, and the email program is built around that pattern.

Dollarlabs for discount management, kept simple so promotions don't fight with the storefront UX.

Automated reviews, Instagram feed, live chat to build the social proof and approachability that a twenty-year-old brand has every right to project.

ShipStation for the fulfillment side, integrated to handle the new bundle-based logistics cleanly.

What changed

After launch:

• Conversion rate up 36% - the biggest move, and the one that matters most. Visitors are finding what they need and buying it.
• Sales up 17%
• Orders up 17%
• Sessions up 10%

The +36% conversion rate jump is the story. Sessions went up modestly, but the work we did on the storefront and the catalog meant that the visitors Activewrap already had started converting at a substantially higher rate. That's almost always the higher-leverage problem to solve.

Where we are now

We continue to work with Activewrap on ongoing CRO and storefront refinement. A storefront like this isn't a launch-and-leave project - it's a living asset that compounds with each iteration. The platform we built supports that kind of long-term partnership, and the data we're seeing is pointing us toward the next round of improvements.

A brand with twenty years of product authority should have a storefront that says so. Now Activewrap does.