Anvil Labs: Blackout Bumper Drop
Sold out 1,200 units in 48h; waitlist +9,400; AOV +22% via bundles.
We Put Weight Behind Your Brand
Built on Iron. Measured in Revenue.
Boutique brand and growth studio for strength equipment makers and specialty gyms—conversion-first Shopify builds, steel-true identity, and raw, cinematic content that sells more plates and lifts AOV.
We turn equipment drops into sellouts and gym launches into waitlists. Bold creative plus CRO math—campaigns that hit like a PR and look like steel.
+38% AOV in 60 Days
Shopify rebuild and bundles raised AOV from $167 to $231.
5.2% CVR on $2.1M Drop
Pre-sale playbook and PDP overhaul for a flagship barbell.
-31% CAC in 90 Days
Creative sprints and offer testing across Meta and Google.
3.7x MER at Scale
Full-funnel content system with weekly refresh cadence.
Chrome Punk Glam for Strength Brands
Punchy identity, conversion-grade UX, and cinematic metal that moves inventory. We ship fast, test hard, and scale what works—no fluff.
Explore ServicesWork That Moves Iron
Selected drops, launches, and rebuilds with hard before/after numbers. We design for speed, clarity, and cart adds—then we scale what works.
Coal Iron Co.: Rack Restock
CVR 2.9% → 4.6%; PDP compare chart and back‑in‑stock flows drove +$410k.
Southside Strength: Gym Pre‑Sale
Founders’ memberships sold out in 10 days; 312 paid on day one.
MeetWorks Open: Live Shop
Onsite kiosk and QR flows cleared $86k merch; 3,100 emails captured.
Services That Hit Like a PR
Pick a plate or stack the rack—brand, storefront, content, and launch ops that move inventory and raise LTV.
Brand Identity
Logo system, typography, steel palette, packaging, art direction, and a practical brand book.
Shopify + CRO
Theme dev, PDP architecture, bundles, reviews, checkout wins, analytics, and A/B testing.
Content & Ads
Product films, UGC, motion ads, email flows, and paid social/search with creative that converts.
3D Renders & Toolkits
Photoreal models, exploded views, colorways, AR, configurators, and full launch kits.
Launch Ops & Media
Drop calendars, landing pages, list growth, creator/affiliate programs, and budget scaling by signal.
The Plate Stack
A sprint-based playbook from Brief → Build → Break Records. 2–6 week cycles, tight comms, measurable lifts every sprint.
Brief
Define the lift: offer, audience, KPI, constraints, and success math.
Blueprint
Creative direction, CRO plan, media map, and testing grid—approved fast.
Build
Shopify, assets, email/SMS flows, tracking, and QA—production at speed.
Load
Prelaunch list, warm ads, creator seeding, and ops rehearsal for drop day.
Launch
Go live, monitor signal, iterate creative, and scale budgets responsibly.
Break Records
Post‑mortem, wins productized, and next sprint queued with bigger targets.
Small Team. Heavy Numbers.
We’re senior operators from DTC equipment brands, specialty gyms, and performance shops. We squat the strategy and deadlift the delivery—no interns, no fluff, just lifts and lifts that pay.
Industry Cred
Built and ran stores, drops, and memberships for strength brands and boxes.
Proof > Hype
Every idea tied to a KPI; we ship tests, not decks that collect dust.
Toolchain
Shopify, GA4, Triple Whale, Motion, Klaviyo, Meta/Google, Unreal, and more.
Partners
Fabricators, riggers, shooters, editors, and 3D artists on call for heavy lifts.
Ethos
Respect the craft, measure the reps, own the result—no excuses.
Strategy Plan
Below is our no‑BS strategy snapshot—who we serve, what we build, and how we make the numbers move. It reads like a brief and acts like a commitment.
Vertical
Strength and fitness hardgoods (weight plates, barbells, racks) — DTC equipment brands and gyms
Audience
Founders and marketing leads at DTC fitness equipment companies, specialty gyms/boxes, meet organizers—seeking brand identity, high-converting storefronts, and punchy content that moves inventory and builds cult loyalty
Concept
Plates.io is a boutique brand and growth studio for strength brands—equipment makers and gyms built on iron. We craft conversion-first e‑commerce, metal-hard visual identity, and raw, cinematic content that sells more plates and raises AOV. Bold, fast, and measurable: campaigns that hit like a PR and look like steel.
Monetization
Project fees (brand identity, Shopify builds, campaign creative), production retainers (monthly content/ad creative), CRO and media management retainers, 3D product renders and launch toolkits, selective rev-share on flagship product drops.
Brand voice
bold, gritty, irreverent, performance-driven, no‑BS
Start a Set
Tell us what you’re lifting. We’ll send a fast fit check, a clear scope, and a first move that raises revenue—often in week one.
Project Fit
Best for DTC equipment brands and gyms doing $1M–$50M and ready to scale.
Minimums
Projects from $15k; retainers from $8k; selective rev‑share on flagship drops.
Timing
Sprints start in 2–4 weeks; rush capacity available for launch windows.
What We Need
SKU list, margins, goals, timelines—share the numbers so we can move them.
How We Price
Fixed‑scope projects, ongoing retainers, or rev‑share when upside is undeniable.
Book a Call
Grab 25 minutes; bring a product, a launch date, and a number to beat.
Get the drop checklist + schedule a fit call
Got it. We’ll send the checklist and book a time—check your inbox in 60 seconds.