Off The Leash Lifestyle

Off The Leash Lifestyle had a strong brand — professional media and a large paintball following — but a basic site that couldn't carry merchandise sales or, later, a membership product. High traffic was expected, so the experience had to look custom and convert without feeling generic. The challenge was to build an e-commerce home that matched the brand's energy, stayed operable for a non-technical founder, and could grow beyond a simple shop when the business was ready.

We started with platform choice. Shopify would have been easy to manage but limited the custom look the brand needed; Webflow was the right fit for design control plus operable e-commerce. I rebuilt the site around the existing identity — logo motion in the hero, client video, dark black-and-white theme, bold type — with shop flows aimed at gear discovery. Years later, when the founder wanted gated fitness content (Basecamp), I returned to evolve the product: YouTube-hosted video library, Memberstack for access, Stripe for payments, and a CMS-backed member experience — extending the original platform instead of replacing it.

Act one: a responsive Webflow storefront with animated brand moments, product catalog, and checkout suited to a lifestyle audience. Act two: Basecamp membership — gated training content, embedded YouTube workouts, Memberstack auth, and Stripe billing — so fans could move from merch to ongoing coaching content in one brand home. I owned design through implementation across both phases, including the membership information architecture in Figma before build. The shop remains actively updated and operated today.

Since launch in 2022 the site has drawn roughly 45,000 new users, with traffic climbing each year and organic search as the top channel. The store has processed 340+ fulfilled orders across an 80+ product catalog that Paddy still updates. Basecamp surfaces real use alongside the shop — members hit the coaching/dashboard paths, not just product pages. "Jordan captured our brand's energy perfectly with a visually dynamic, user-friendly website. The sleek design and e-commerce integration align with our social media approach, making customer engagement seamless. He gave us the platform we needed to grow Off The Leash Lifestyle." — Paddy Gleason, Professional Paintball Player & Founder