About the project
Suffer More Athletics was built by Chad and Lane — two firefighters who met at the same fire department and pushed each other both on the job and in the gym. Chad is a dedicated husband and father of three who has conquered a marathon, a bodybuilding competition, and local CrossFit events. Lane, after a decade in the fire service, won a four-hour sandbag race and completed his first 50-mile ultramarathon running through the mountains of Arizona — with Chad pacing the final 17 miles. Both are training for a sub-3-hour marathon. The brand they built exists to inspire others to embrace the grind, push past their limits, and become stronger in every aspect of life.
The challenge
A story this authentic deserved a store that matched it — but their existing setup looked like every other generic sportswear site. Poor collection filtering, no brand narrative, and a checkout not built for impulse performance purchases. Social traffic from a dedicated community was bouncing because the store didn't earn the trust the brand had built.
What we built
Rebuilt the store around Chad and Lane's story — real athletes, real struggle, real purpose. Bold dark editorial aesthetic that reflects the brand's intensity. Custom collection filtering by discipline. Streamlined checkout with complementary gear upsells. Klaviyo flows targeting abandoners with training content and post-purchase community messaging.
The store
