Ecommerce UI/UX Designer for a Premium Fitness Equipment Brand
Freak Athlete sells the Hyper Pro, a premium home gym machine with an average order near $1,000. For almost two years I designed and built the pages, page templates, and creative behind its paid traffic: product pages, listicles, founder-story and creator landing pages, email and SMS popups, and ads. Every major page change was A/B tested before it rolled out.
Challenge
Paid traffic was landing straight on product pages for a $1,000 machine. Cold visitors needed proof, a reason to trust the brand, and a clear answer to “will this fit my space and my body?” before they would buy. At that order value every redesign carried real revenue risk, and the team needed pages shipped fast and on brand across many angles and creator partners.
Results
Shipped 13 landing pages in Replo: 7 Freak Athlete pages and 6 co-branded creator pages, all built from one reusable section system.
I designed V2 of the founder-story page, which has reached 326K visitors and kept pace with the original page’s conversion rate (0.320% vs 0.317%). Over my time on the team, from November 2024 to September 2026, the store’s sitewide conversion rate rose 39%.
A full PDP redesign lost in testing, so the original page stayed live and the losing change never rolled out.
- 13Landing pages shipped in Replo
- 19+A/B tests run on page designs
- +39%Sitewide conversion rate during my time
What I Delivered
Product pages, listicles and landing pages: Founder story, “7 Reasons” and “5 Ways” listicles, 30-Day Risk Free, 25+ Movements, and PDP revamps. Desktop and mobile designed together in Figma, with price, proof, and guarantee inside the first scroll.
On-brand templates: Designed every page on the Freak Athlete brand guidelines for color, type, buttons, and badges, then turned those sections into reusable Replo templates. New pages and creator variations reuse the same blocks, so they ship faster and stay consistent.
Email capture popups: Designed desktop and mobile email popups for the Hyper Pro, ABX, Kettlebell, and Apex campaigns, from Memorial Day sales to restock alerts. Each one matches the offer, product shoot, and landing page it sits on, so the promise looks the same from ad to page to inbox.
Social, ads and AI imagery: Designed static ads and social creatives matched to each landing page angle, and used ChatGPT image generation for lifestyle and product scenes when no shoot was available.
Figma to Replo build and dev handoff: I built and published the pages in Replo myself, then handed theme and PDP code changes to the developers with annotated Figma specs. Every brief started with questions on audience, offer, and test goal, which kept revision rounds short.
What This Means for Your Brand
I take a brief, ask the right questions up front, and ship the page, the template, and the creative around it. Then I test it and read the result honestly, including when the new design loses. Freak Athlete got 13 pages, reusable on-brand page templates, and a testing habit that protected revenue at a $1,000 order value.