A store sells products. Falms had to sell belonging.
Most activewear brands compete on fabric and price. Falms wanted to compete on membership — a club where buying leggings is the entry point, not the whole relationship. That meant one platform doing two very different jobs: a clean ecommerce store, and a recurring subscription engine with tiered perks, partner discounts and weekly giveaway entries that had to be tracked, allocated and drawn correctly every single week.
Giveaways in Australia are regulated trade promotions, so entries, winners and terms had to be airtight. And the whole thing had to be simple enough for the Falms team to run campaigns, launch new drops and manage members without touching code.
Store first. Then the membership engine. Then the giveaway machine.
Design the brand experience
A sleek, energetic storefront built around the Falms collections — Ignite, Momentum and Vibrance — with product photography front and centre and the membership offer woven through every page, not bolted on at the end.
Build the ecommerce core
WooCommerce store with collections by category, variations, quick view, cart and checkout tuned for mobile conversion. Member pricing applies automatically at checkout.
Engineer the membership tiers
Three recurring subscription tiers with escalating perks — storewide discount percentages, unlimited partner offers, invites to Falms+ Games and 1, 10 or 100 entries into every giveaway. Subscribe, upgrade or cancel from the member account.
Run giveaways through the platform
Weekly members-only draws with entries allocated by tier, a winners wall and terms and conditions built in — the engagement loop that keeps members subscribed between purchases.
Hand the keys to the client
A backend tailored to Falms so the team launches drops, runs campaigns, manages members and updates content themselves. Scalable growth, no developer on retainer.
WordPress
WooCommerce