With deep roots in beekeeping, the Kinetrix founders discovered the untapped power of honeydew: a rare, native fuel source packed with everything athletes need and nothing they don't. That spark became Kinetrix, a world-first honeydew-powered gel from Aotearoa that's changing how athletes fuel.
Kinetrix Performance
The challenge
Kinetrix were coming to market with something genuinely new: a natural energy fuel that doesn't rely on processed sugars, in a category dominated by them. That meant the website had two jobs to do at once. Educate athletes on why honeydew works, and sell to them while they're still learning. In a crowded market, the brand also had to stand out from the moment a visitor landed.
The approach
We worked alongside James and Emma at Black Dog Collective, who shaped the brand and the copy. Our job was to translate that brand into a digital experience built for both education and conversion. UX and content planning shaped how the story unfolds for visitors, and the build spanned two platforms: WordPress for the informational site, Shopify for the store.
What we built
The WordPress side brings athletes along from "what is honeydew" to "why it works", through blog content and product science. Paired with it, a custom-themed Shopify store that feels native to the brand rather than bolted on.
We also helped shape the product structure, advised on email automation flows (which the Kinetrix team run themselves), and continue to host and support both sides of the setup.
The outcome
The site launched in early 2026. Within three months, returning customer rate sat above 5%, a strong signal for an ecommerce startup at launch. More telling, traffic landing on the informational site converts at twice the rate of traffic coming directly from Google. The educational content is doing its job: turning curiosity into customers.
We're still hosting and developing the site as Kinetrix grows.
Acknowledgements: Brand design by James at Black Dog Collective. Copy by Emma.
Lubo & Denisa
Founders
Kinetrix carries our name but a lot of how it looks, feels and flows online is because of you.
From early drafts to the final launch, you helped turn our ideas into reality. Every tweak, suggestion, every "let's try this instead', you were in it with us and your ongoing support is just outstanding.
You didn't just build a website, you helped us present Kinetrix to the world the way we imagined it.
We're proud of what we've created together and grateful for you being part of the foundation of this milestone.
