IronEdge
Rebuilding Australia’s leading strength brand — the gear behind Daniel Ricciardo’s gym — on a fast, secure, custom Magento 2 storefront, kept battle-ready on an ongoing care plan.
- ProjectCustom build + care plan
- PlatformMagento 2
- IndustryStrength & fitness equipment
The brief
Iron Edge outfits elite gyms, pro teams and athletes — Daniel Ricciardo, Collingwood FC, the Melbourne Storm — with commercial-grade strength equipment. The catalogue is deep, heavy and logistics-complex, and the legacy store was slow and hard to maintain under end-of-financial-year sale traffic. They needed a rebuild that carries a big catalogue, trade pricing and fit-out enquiries — then stays fast and patched all year.
The work, end to end.
Custom Magento 2 rebuild
Re-platformed the storefront with a clean theme, fast catalogue browsing and a streamlined checkout.
Performance engineering
Full-page caching, Redis sessions and image optimisation to hold up under EOFY traffic spikes.
Trade & fit-out flows
Custom quote and enquiry journeys for commercial gym fit-outs and trade-pricing accounts.
Catalogue & PIM hygiene
Structured a deep, spec-driven equipment catalogue with filters built for heavy goods.
Ongoing maintenance retainer
Monthly Magento security patches, extension updates, uptime monitoring and backups.
The stack.
- Magento 2
- PHP 8
- Varnish
- Redis
- Elasticsearch
- MySQL
- Cloudflare
Maintained, not just launched.
A storefront is only as good as the team keeping it fast, secure and live. Every build ships with a maintenance plan.
Security patching
Magento core & extension security releases applied within an agreed SLA.
Uptime & performance monitoring
24/7 alerting on downtime, errors and slow pages.
Backups & staging
Daily backups with a staging environment for safe, tested changes.
Peak-sale hardening
Load checks and cache tuning before every EOFY and major sale.
What changed.
- 2.4× Faster median page load
- 99.9% Uptime on retainer
- −32% Checkout drop-off
Want a storefront that ships and stays fast?
Tell us about your store — we’ll send back a concrete plan within 24 hours.
