Sled & Stone

A store that lets Shopify do what it is best at

The site is its own build, fast and in the brand, with its own cart. Checkout is Shopify's. When someone presses buy, the server checks the cart against the real product list, so a tampered request cannot change a price, then hands it to Shopify, which owns payment, tax and shipping.

The cart shows the real shipping options before checkout: live USPS and UPS rates for the buyer's ZIP code, the same ones Shopify will charge, plus free shipping once the cart qualifies. Nobody meets a surprise on the last screen.

The same catalog feeds the Instagram and Facebook shop, and a cart started on Instagram lands back on the site's own cart, already filled in.

Give away what people are searching for

Someone getting into HYROX is not searching for a glove yet. They are searching for a training plan, the splits their goal time needs, the station weights, and whether gloves are even allowed. So the site gives all of that away, free, with no account.

An 8-week program that builds itself backwards from race day. A pacing calculator that turns a goal time into run and station splits. A station guide with the loads for each division. A training log that works offline in the browser. A race-week checklist.

There is a page for each of the 105 races on the 2026/27 calendar, so someone searching for their own race lands on a plan built for that date. Thirteen guide articles answer the questions people ask before they buy, like whether chalk is allowed and what to wear.

An AI coach with rules it cannot break

The trainer has a chat coach built on Claude. It quotes pacing splits only from the same table the calculator uses, so the chat and the page can never disagree, and it answers rules questions from the 2026/27 rulebook rather than guessing.

Injuries and medical questions go to a doctor or physio. It mentions the brand at most once in a conversation, and only when grip or gear actually comes up. Help first, product second.

Built to keep people, not sell to them once

Visitors can join the Sled & Stone Hybrid Racing Club for free with one email and no password. Their plan, training log and race history follow them to any device, and the glove's launch discount goes to members first.

Every product page carries structured data for price, shipping and returns so Google can show it properly, and a private dashboard shows traffic, sign-ups and members in one place.