Brand, Stripe store and social for fitness apparel made for 40+
Love & Fitness Over 40: apparel for people still lifting and still living. Forjwell delivered the brand, a Stripe-powered store, AI-assisted content and managed social.
01The challenge
Most fitness and lifestyle brands talk past anyone over forty. LAFO40 is the correction: apparel for people who are still lifting and still living. It needed brand, store, content and channels from a single partner.
02Our approach
Position the brand
Love and fitness over forty, pitched warm and inviting rather than hard-edged gym.
Design, then review on video
A full e-commerce design pass, walked through end to end on video with the founders.
Wire up checkout
Stripe integrated for a clean checkout that customers can trust.
Feed the channels
AI-assisted production supplying managed Facebook and Instagram.
03Inside the work
04Sections of the live store
- ShopFounders’ Drop 001
- The FilmThe brand story on video
- The Honor TokenShips with qualifying orders
- Community“Nobody builds a next chapter alone.”
- RecommendationsCurated by the founders
- AboutLove and fitness over 40
05The outcome
Brand, store and content system taken through structured founder review: palette warmed, copy tightened, Stripe wired, and both channels handed to Forjwell to run.
06Services used
Brand, content and channel work like the rest of this project is offered through our sister company, Forjwell Marketing (opens in a new tab) ↗.
