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FUNCTIONAL BODYBUILDING CASE STUDY

Fitness Training Brand’s Orders Surge 66% on Shopify Plus

The Project Brief

Functional Bodybuilding (FBB) has never been about fleeting wins. Founded by former CrossFit Games athlete Marcus Filly, FBB soon forged a loyal global community around sustainable strength training. 

But as their audience grew, FBB’s WooCommerce site on WordPress began to buckle under pressure. The cracks became hard to ignore: site slowdowns during launches, clunky subscription management, and mounting security concerns. Instead of scaling with momentum, the team found themselves managing risks and patching gaps.  

FBB needed more than a quick upgrade—they needed a long-term solution they could grow into. That’s where Four13 and Shopify Plus came in.

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The Solution

In September 2024, FBB laid the groundwork for their next chapter with Shopify Plus—a platform built for velocity, integrity, and scale. To ensure a seamless transition and strategic rebuild, they partnered with Four13—an expert in powerful and agile eCommerce storefronts. 

With Four13 leading the charge, FBB core content and customer programs were migrated without a hitch. Their high-traffic macro calculator was reimagined to load faster and revamp usability, and gated content was also configured to better serve subscribers.

Instead of overloading the backend, Four13 integrated only the essentials—balancing power with simplicity. Ahead of launch, every key user flow was tested. By go-live, FBB was ready for a smoother, more resilient future.

Key Improvements

Lightning-Fast Site Performance

Four13 reengineered FBB’s infrastructure to eliminate lag and support high-traffic product launches. Faster load times enhanced user experience across all devices.

Frictionless Checkouts & Subscriptions

By simplifying checkouts and optimizing subscription management, Four13 helped reduce drop-off rates and increased retention across FBB’s programs.

Simplified Backend, Strengthened Security

The move to Shopify Plus gave FBB peace of mind. Security risks dropped significantly, and the new backend became easier for internal teams to manage without technical oversight.

Smarter Integrations, Sharper Outcomes

Four13 set up targeted integrations that automated critical workflows, reduced manual effort, and delivered real-time insights into business health.

Satya Khan

Partner & CMO

"Not having to worry about security and the site staying up and running well has allowed us to devote more energy to moving our business forward.”

The Results in Numbers

FBB’s migration to Shopify Plus cleared the path for enhanced performance and speedier conversions. Just one month after the move, new orders surged by 66%. Customer acquisition costs dropped by 51%, stretching every marketing dollar further. Year over year, new order volume lifted by 74%, with Q4 2024 closing as FBB’s highest-grossing quarter ever.

Operationally, the shift eased technical overhead and gave the team space to focus on what mattered most—core services, customer experience, and long-term brand growth. With a more scalable backend and refined retention tools, FBB finally had the systems to support where they were headed.

66%

BOOST IN NEW ORDERS IN THE FIRST MONTH POST-MIGRATION

51%

DROP IN CUSTOMER ACQUISITION COST

74%

YOY INCREASE IN NEW ORDER VOLUME

Q4 2024

HIGHEST-GROSSING QUARTER TO DATE

Intelligent Systems for Enduring Strength

Functional Bodybuilding’s new Shopify Plus storefront, built with Four13, gave their team the stable foundation they needed to grow without limits. It shaped a customer experience aligned with their fitness philosophy—training smart, moving well, and staying strong for life. 

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