You have no items in your shopping cart.
One of the first internet fitness equipment vendors on the market since 1997, committed to offering the widest selection of first-class gym equipment and flooring solutions.
Founded in 1997 by J.P. Brice, IRON COMPANY ® was one of the first online fitness equipment vendors. Inspired by his personal journey of overcoming childhood bullying through weightlifting, Brice launched the company to empower others through fitness.
The company has grown into one of the top 10 providers of gym equipment for the U.S. Government, with clients including the Pentagon, White House, and U.S. Embassies. What sets the company apart is its deep expertise, with a team of certified trainers, athletes, and equipment specialists providing tailored guidance.
The company takes pride in playing a role in national combat readiness, and its branded equipment line and “Exceptional” GSA contractor assessment are proof of its industry leadership.
Before migrating to the Hyvä theme for Magento 2, IRON COMPANY’s Magento storefront faced numerous technical and performance-related challenges that hindered business growth. These issues weren’t just cosmetic or minor — they directly affected user behavior, site traffic, and revenue.
Mobile commerce is now the dominant channel for many eCommerce businesses — and IRON COMPANY was no exception. However, their existing Magento 2 theme was bloated and not optimized for modern mobile performance expectations. As a result, page load times were significantly slower on mobile compared to desktop. This sluggish mobile experience resulted in:
As a result, customers were less inclined to browse, less likely to convert, and more prone to abandoning their carts due to slow load times and lagging page transitions.
Magento 2 is powerful and flexible — but when loaded with third-party modules, custom features, and complex themes, it can become resource-heavy. IRON COMPANY’s previous Magento theme was JavaScript-heavy and cluttered with unnecessary code, resulting in:
These technical limitations caused low Google Lighthouse scores and hindered optimization efforts. As a result, the company faced:
As the company continued to expand its product offerings and serve more complex customer segments, the need for a scalable, customizable storefront became critical. Unfortunately, the legacy theme on Magento 2 didn’t support fast iteration or modular development.
With multiple third-party modules critical to operations, it became increasingly difficult to maintain speed and consistency across the platform. This hampered the company's ability to innovate and respond quickly to market trends.
To resolve these issues and future-proof their digital strategy, it was decided to replatform Iron Company’s frontend using the Hyvä Magento theme — a modern, lightweight alternative to Magento’s default Luma and Blank themes (explore the differences between Hyvä and Luma ).
Hyvä’s ability to apply the theme to specific page types enabled us to migrate the homepage and product page initially while keeping the old theme for other pages. This structured approach provided a clear roadmap for our team, preventing unnecessary diversions.
As a result, we successfully implemented Hyvä compatibility for custom functionality, updated other third-party extensions to their Hyvä-compatible versions, and developed new features and a fresh design, all in a step-by-step process. The results speak for themselves:
Switching to the Hyvä Magento 2 theme immediately resolved many of the site's speed issues. By replacing Magento's default Luma theme with Hyvä's lightweight architecture (powered by Tailwind CSS and Alpine.js), we reduced resource usage, eliminated excess JavaScript, and delivered a highly optimized frontend.
These changes resulted in a smoother, faster, and more engaging user experience across devices — especially on mobile, where previous drop-offs were most severe.
Read more: What Makes the Hyvä Theme So Powerful for Magento 2
With faster page load times and a more seamless shopping experience, the company reported a 12% increase in conversion rate and a 12% boost in revenue within the first few months of launch.
Customers were more likely to stay on the site, explore multiple products, and complete their purchases without friction. This directly correlated to an uplift in sales, especially through mobile, where improvements were most pronounced.
The benefits of the Magento 2 Hyvä theme went beyond performance. The improved Core Web Vitals and better site architecture contributed to meaningful gains in SEO metrics:
These changes helped our client increase their organic visibility, attract more qualified traffic, and strengthen their digital footprint in a competitive fitness equipment market.
One often overlooked benefit of migrating to the Hyvä theme for Magento 2 is the improved developer workflow. Hyvä’s streamlined structure and minimal dependencies meant that developers could work faster, debug issues more efficiently, and deploy updates with less risk.
The switch from the Magento standard theme to Hyvä theme also delivered significant internal benefits. The company reported:
Reflecting on our experience, the migration to Hyvä has been pivotal for IRON COMPANY, allowing us to significantly enhance our website’s performance and deliver a better experience to our users. One of the biggest lessons we learned is how crucial it is to focus on speed and efficiency.
J.P. Brice,
President of IRON COMPANY
