How we brought a World-First Electrolyte Brand to Life on Shopify.
"Most days, the difference between a good day and a better one isn't a complete overhaul. It's a small shift. A little more energy. A little more clarity. We're here to add a 1% lift to your busy day. See what becomes possible."
–Alexandra Burton, Founder
About the Customer
healthclub® is a Netherlands-based hydration brand founded by Alexandra Burton, a marketing executive with over 20 years of experience across the beauty and wellness industry. After 18 months of research, development and testing, Alexandra brought a world-first to market: an electrolyte formula with no added sugar, no fake sweeteners, and no synthetic vitamins or minerals. Her formulation includes just seven ingredients sourced from minerals, plants and fruit extracts.
The brand's philosophy rejects the all-or-nothing wellness narrative. Healthclub® isn't selling extremes or overhauls, it's selling consistency, a "1% lift" that compounds into what Alexandra calls confident momentum. That idea, "More you, more often," now sits at the centre of everything the brand does, from its product formulation to the way its store is built.
Since launching, healthclub® has built out a two-flavour core range (Coconut Mineral and Fresh Lemon, with a Ginger, Lime & Mint variant in development at the time of writing), earned Cologne List® certification for sports performance, and started building retail partnerships alongside its DTC channel.
Business Challenges
Building healthclub® wasn't a rescue job or a rebuild of a struggling store. It was a from-the-ground-up launch of an ambitious, product-led brand entering a crowded hydration and electrolyte category. That brought its own set of challenges:
1. A brand identity still finding its shape
Alexandra's vision for healthclub® was strong, but the aesthetic and tone of voice needed to evolve in stages as the product, packaging and positioning matured — the site had to be built to move with the brand, not lock it in place.
The brand, packaging, logo, colours and fonts evolved considerably from day 1 to what went live on the right.
2. Subscription complexity
Recurring revenue is core to a consumable, daily-use product like this. healthclub® needed a subscription experience on the product page itself that felt native, flexible and premium, not just not bolted on.
3. Support at scale
As a founder-led brand selling a health and hydration product, customer trust and responsiveness matter enormously. healthclub® needed a support system that could handle everything from ingredient questions to subscription management without slowing the team down.
4. Retention from day one
In a category full of noise, healthclub® needed email and lifecycle marketing that could turn first-time buyers into the consistent, everyday users the brand is built for.
Beyond Templates: A Hands-On Partnership
healthclub® didn't need a template and a plugin stack — it needed a partner who could sit alongside Alexandra through every stage of building the brand. ShopCreatify worked in an advisory capacity as well as leading strategy, design, development, launch, maintenance and growth, evolving the site in step with Alexandra as the healthclub® look and feel matured through its various "evolution stages."
That meant:
- Designing and building the full Shopify store from the ground up.
- Implementing a custom subscription experience on the product page, built on Loop.
- Integrating Gorgias so customer support could scale with the brand.
- Building out Klaviyo email marketing automations to drive retention and repeat purchase.
- Staying hands-on as an ongoing strategic and technical partner, not a one-off build team.
Engineering the Solution
Custom Subscription Widget with Loop
Recurring purchase needed to feel effortless. We built a custom subscription widget directly on the product detail page, powered by Loop, giving customers a clear choice between a one-time purchase and "Autoship & Save."
It also includes:
- Subscribers automatically getting 15% off their order
- Flexible delivery options of 4, 6 or 8 weeks
- The ability to pause, skip or cancel at any time
- A welcome gift with their first order
- Early access to new products and member-only offers.
It's designed to make the healthier choice the easier one — in keeping with the brand's own philosophy.
Full Site Design & Build, Evolved in Stages
Rather than locking healthclub® into a single look at launch, we built and rebuilt the site design alongside Alexandra as the brand's aesthetic evolved — from early positioning through to the clean, considered visual identity the store carries today.
That meant working concurrently on brand and build, treating design as an ongoing collaboration rather than a fixed deliverable.
Customer Support Integration with Gorgias
We connected Gorgias to centralize support, giving the healthclub® team a single place to manage everything from order and subscription queries to ingredient and sourcing questions.
Email Marketing Automations with Klaviyo
We built out Klaviyo automations to support the brand's retention strategy, nurturing new subscribers, re-engaging existing customers, and supporting product launches like the upcoming Ginger, Lime & Mint flavour — all designed to reinforce the "more you, more often" habit the brand is built around.
Results
Month-on-Month Sales Growth
Since launch, healthclub® has seen sales increase month on month averaging 423.9% growth over the first seven months, with the subscription program via Loop giving the brand a growing base of recurring, loyal customers rather than one-off buyers.
A Subscription Model Built to Retain
The Loop-powered "Autoship & Save" experience has become a core part of how customers engage with healthclub®, turning a daily-use product into a genuine habit — with pause, skip and cancel flexibility that keeps the relationship low-friction.
Support That Scales With Trust
With Gorgias in place, healthclub® can respond quickly to customer questions and maintain the transparency that matters so much in the health and wellness space, including full batch-level traceability.
An Ongoing, Evolving Partnership
ShopCreatify continues to work alongside Alexandra as healthclub® grows — expanding the product range, building out wholesale and retail partnerships, and refining the brand's design and technology as the business scales in the competitive hydration and electrolyte category.
Summary
healthclub® shows what's possible when a founder's vision and a technical partner move in step with each other.
From a custom Loop-powered subscription experience to a site design that evolved alongside the brand itself, ShopCreatify has been involved at every stage - strategy, design, development, launch, maintenance and growth - helping Alexandra turn a world-first electrolyte formulation into a fast-growing, subscription-led brand.
And the work continues, month on month, as healthclub® builds its place in the hydration and electrolyte space.