How Love Sweat Fitness lifted conversion rate 58%

Who is Love Sweat Fitness?

Love Sweat Fitness, often shortened to LSF, is a women's fitness brand founded by personal trainer Katie Dunlop. It started from the idea of getting fit at home without extreme dieting, which the brand calls its "Feel Good Philosophy", and it says its community, Team LSF, now counts more than a million women.

Today the brand sells two things side by side. The first is a line of clean, plant-based supplements for women: protein powders, (her)FORM creatine, and de-bloat and mood or hormone support. The second is the MOVE at-home workout app, with meal plans and guides. Supplements are offered on subscription, and the app runs as a paid membership.

LSF is based in Laguna Niguel, California, and its store runs on Shopify.

What did the brand need?

A creator-led fitness brand has an unusual conversion problem: its audience already trusts the founder, but that trust does not automatically carry over to a supplement product page. The visitor who loves the workouts still has to be convinced that a protein or a creatine is right for her.

Brands in this position usually face a few specific frictions:

• Two very different buyers. A long-time community member and a cold visitor from an ad need different amounts of explanation. One page rarely serves both well.
• Category education. Creatine for women is still a new idea for many shoppers. If the page does not answer the obvious questions quickly, the visitor leaves to research and often does not come back.
• Choice overload. Several products, flavors, sizes and a subscription option can turn a simple yes into a decision that feels like work, especially on a phone.

Conversion rate in a store like this is decided on the product and landing pages, and at checkout. That is where the work sat.

How we approach a conversion lift like this

We start with the numbers, not the design, and we change one thing at a time. These are the principles we work by; the specific changes belong to the brand.

Find the step that actually leaks

We split the funnel per landing page and per device, then read each step against the one before it: add to cart rate, cart to checkout, checkout completion. We look at one market at a time, because mixed international traffic drags every rate down and hides what is really happening. In our audits the biggest leaks are often at offer and checkout level, not in the layout. Our guide on finding the leaking step when you get add to carts but no sales walks through the same method.

Match the page to the traffic

Paid visitors should land on a page that continues the story their ad started. We work with the media side on one shared scorecard, so a landing page is built for the angle and audience that feeds it, and both teams can see which lever moved a number.

Ship fast, read daily, compare fairly

A hypothesis becomes a live variant quickly, and we read results daily. We compare volume-matched days, since conversion rate moves whenever spend and traffic mix move, and we exclude review-crawler sessions on new pages before judging them. Where a test is needed, we run full page variants and do not call it before the sample supports it. The lift comes from small, measured changes stacking up, not from one big redesign.

The result: conversion rate up 58%

Love Sweat Fitness saw a 58% increase in conversion rate. That is the one figure we publish. How it was measured and what moved it, we share on a call.

What this means for a creator-led fitness or wellness brand

If your audience comes for a founder or a program and you sell supplements alongside it, your conversion rate is probably limited by how well your pages turn that trust into a confident first order. That is fixable, and it rarely needs a full rebuild.

For context on where you stand, read what a good conversion rate is for a Shopify supplement store and what subscribe and save discount a supplement brand should offer. Then see our services or browse all case studies. Terms are scope-based and month to month, with no setup fee, and the first step is a free audit.