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 every $100 order
- 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.
