Overview
Deemed Fit is a women's performance activewear brand offering training sets, sports bras, leggings, and gym wear built for serious training. The brand sits in the premium-accessible tier of the activewear market — above fast fashion but attainable for the regular gym-goer — and is designed for women who want both technical performance and an aesthetic they feel confident in during the session.
The Challenge
Women's activewear is an intensely competitive market, and performance credibility is hard to communicate without technical proof or a major brand halo. Deemed Fit needed to differentiate through fit detail, fabric performance, and the kind of community authenticity that makes a smaller brand compelling against larger, more established competitors.
Our Approach
We rebuilt the store around fit confidence and real training context. Product pages were redesigned with fit detail by body type, fabric stretch and compression specs, and real-customer in-gym imagery rather than studio photography alone. The sizing guide was redesigned to be genuinely useful — encouraging the right size selection and reducing returns.
Set and bundle options were structured to increase AOV, with complete outfit suggestions across colour ways. Community content from real customers was elevated throughout. Email capture flows were built around new collection drops and early access. Mobile was fully optimised for a social-first, mobile-native audience.
What We Delivered
Custom Shopify theme design and development
Fit detail and fabric spec-led product pages
Real-training customer imagery integration
Redesigned sizing guide for confidence and returns reduction
Set and outfit bundle AOV architecture
Mobile-first responsive build and speed optimisation
