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FitPhoenix

From product idea to market.

Not a website project. A whole brand, from the first version of the formula to the box a customer opens.

The project
SectorSports nutrition
RoleFounder and builder
StoreShopify
MarketsNetherlands, plus export
FitPhoenix Pre-Workout Tropical and Fruit Punch
The challenge

Sports nutrition is a category where the shopper distrusts you by default. Everyone claims the same things, the label is full of numbers most people cannot judge, and the cheapest competitor is one tab away.

Starting from nothing meant there was no brand to borrow trust from, no reviews, and no reason for anyone to believe the product was any good.

What that actually means

Every link in the chain had to carry its own weight. A good formula behind weak packaging does not sell. Strong packaging with a slow checkout does not sell. Ads pointed at a page with no proof burn money.

That is the reason Inenova works the way it does. This project is where the method came from.

What we built

Eight links. One chain.

Most agencies would have delivered link five and six. The whole point of this case is that all eight had to exist for either of them to matter.

01

Product formulation

Ingredient research, dosages compared against the literature, taste and solubility tested until it was worth repeating.

02

Regulatory and labelling

EU supplement rules, ingredient declarations, batch handling, lab analysis for heavy metals and microbiology.

03

Supply chain

International suppliers compared on price, minimum order and quality. Production planning and stock that had to be paid for up front.

04

Brand

Name, identity, positioning and the decision to sit at the premium end rather than compete on price.

05

Packaging

Tub design that survives a courier and still reads as premium on a phone screen, where most people actually see it.

06

E-commerce

The Shopify store: product pages that answer the real objections, bundles, pricing strategy and a checkout tested on mobile.

07

Advertising

Meta and Google campaigns, creative made in-house, spending our own money against stock we had already bought.

08

Email and retention

Welcome, cart and post-purchase flows, because a supplement customer who reorders is worth several times the first sale.

Every one of these was done by the same person. That is why the label, the page, the ad and the follow-up email say the same thing.

The outcome

A complete brand, taken from the first formula to a shop that ships orders.

The figures come from Shopify and the ad accounts. I am pulling them with screenshots before I put any on this page, because a number you cannot show is worth nothing.

Numbers

Orders, conversion rate, return on ad spend and repeat purchase rate are being pulled from Shopify and the ad accounts. They go here with the period and the source next to them, or not at all.

What this case proves

That the person building your website has also stood in front of a pallet of stock that had to be sold. It changes which corners you are willing to cut, and which ones you warn a client about before they cut them.

Next case

Future Taxi: from phone calls to a booking that prices itself

Read the case →

Have a product, but no chain around it?

Tell us where you are: an idea, a supplier, a finished product with no shop, or a shop with no customers. We will tell you what the next link needs to be.

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