- Client
- Sorinex
- Location
- Lexington, SC
- Industry
- Strength & Performance
- Timeline
- 24 weeks
- Role
- Web Development
- Stack
- Next.js, Craft CMS, Shopify
A consumer storefront, doing a B2B job.
Sorinex has spent decades building strength equipment for the world's most serious athletes — Division I programs, professional teams, special-operations units. But for years, their website looked like it was built for one customer: the home-gym hobbyist. We changed that.
Most of Sorinex's revenue isn't a click on “add to cart.” It's an outside sales rep building relationships with a strength coach in the Division I weight room, an NFL training facility, or a military base — and a website that wasn't helping those conversations.
Built for the buyers who buy.
Sorinex sells into multiple B2B markets that look nothing alike — plus a thriving consumer storefront. Same brand, same craftsmanship — but the way a head strength coach evaluates a rack is not the way a procurement officer at a federal agency does. We gave each of them their own front door.
For high-school, collegiate, and professional programs. Photography of real installs, facility showcases organized by programs, and clear call-to-actions connect the buyer directly with a sales rep. Built for the conversation that starts at a clinic and ends with a P.O.
First responders, fire departments, tactical and military. Made-in-America matters. Compliance language matters. Buying cycles matter. We gave these buyers everything procurement needs to short-list Sorinex without picking up the phone.
Shopify still does what Shopify is great at — products, checkout, and fulfillment. We just moved it behind a headless front-end so the buying experience matches the rest of the site, and the catalog stops fighting the brand.
Across every screen.
03 — Designed for desktop, tuned for the phone in their hand
Content + Commerce.
We rebuilt the site around each of Sorinex's markets — each with its own landing page, voice, and showcase. The architecture is headless: a Next.js front-end pulls B2B content from a CMS instance the marketing team controls, while the storefront still runs on Shopify, now headless too. We also launched a Facility Showcase the sales team can use as a portfolio — every weight room they've installed, around the world, organized by program type.
The result: marketing edits landing pages in Craft without touching code. The e-commerce team manages products, inventory, and checkout in Shopify, the way they always have. The front-end brings it all together so a visitor never sees the difference.
Built to handle the spike.
The hardest day for a website isn't a normal Tuesday. It's the morning after Bert sits down with Joe Rogan. It's the first hour of Squatober. It's Deadcember, when a year of newsletter list-building cashes in at once. We built the site for those days first — and let the rest take care of itself.
Fast, everywhere in the world
The site loads from the closest server to whoever's visiting — whether that's a strength coach in Tuscaloosa or across the world.
Beautiful imagery, no penalty
Hero photography and video stay sharp without bogging the page down. The catalog can lean on real, high-resolution weight room imagery — and still feel quick.
Calm during the spike
When a chart-topping podcast clip airs, new products drop, or a high profile collaboration launches — the site stays up, stays fast, and nobody has to babysit it.
We spent two years with another agency before Hawley. They asked us harder questions in the first hour than the last team asked us all year.
A website that lives up to the brand.
Sorinex is the world's leading maker of high-end strength and conditioning equipment. They now have a website to match — one that holds its own next to the gear, the athletes, and the rooms it builds.