A Supplement Store, Rebuilt In Code

The store behind the build

Corey Cipta has run Unleashed since 2006. Two locations: Southern Blvd in Rio Rancho and Menaul Blvd in Albuquerque. ABQ The Magazine named it Best Nutrition Shop in 2020, 2021 and 2023. Free same-day delivery covers both cities. Customers have left 821 Google reviews at a 4.9-star average, and that number belongs to the store and the people behind the counter. No website earned it.

So the job was never to build a reputation. It was to put an existing one online in a form that matched it. Most supplement sites are the same template with a different logo dropped in the corner. Unleashed already had a look of its own: brand red, steel, a bulldog. The site had to carry that, not sand it down to fit somebody else's layout.

Brand system and Forge Cinema

The visual system came out of Corey's real branding rather than a mood board. Brand red, diamond-plate steel textures, the bulldog mark. Anton for headlines, Space Grotesk for body copy, JetBrains Mono for data and labels. The first load of a session opens with a brand splash, once, then leaves the visitor alone for the rest of the session.

Behind the pages runs Forge Cinema, a custom six-layer animated background written for this build. It renders at reduced resolution and upscales to hold frame rate, so the atmosphere does not cost the visitor a smooth scroll. Anyone browsing with reduced-motion enabled gets a single static frame instead of the animation.

• Rolling smoke and light beams
• Drifting forge light and a chrome sheen sweep
• Spark bursts with gravity and particle trails
• A heat light that follows the cursor

Stack Builder: the counter conversation, in software

Every day someone walks in and asks what they should be taking. The staff ask two questions back — what are you training for and what are you spending — then start pulling bottles off the shelf. Stack Builder is that exchange written down. A customer picks a goal and a budget and gets the combination the staff would actually hand them, with the subscribe-and-save discount already applied.

That is the piece a page builder cannot produce, because it only exists as a result of how this specific store already operates. The Shop sits next to it with the full product catalog, category filters and the same subscription pricing, so a customer can either be guided to a stack or go find exactly what they came for.

The portal on the back half

Staff and customers come through separate doors. The login splits two ways, team and member, and each side lands somewhere built for it. Behind the team door is inventory management with tap-to-type stock counts, built for someone standing in the aisle with a phone rather than sitting at a desk.

The portal is currently running in demo mode against sandbox data while the store's real numbers get wired in. Every screen, workflow and permission boundary is built. What it is waiting on is live data, not more code.

• Orders and deliveries
• Subscriptions and customer CRM
• Reviews, campaigns and bookings
• Inventory with tap-to-type counts

Nine pages, and the checks that keep them working

The public site is Home, Shop, Stack Builder, Peptides and GLP-1, Challenge, Learn/University, Athletes and Locations, plus the Portal. Each one is hand-coded, so nothing on the site is carrying weight it does not need.

Keyboard navigation works throughout and reduced-motion preferences are respected rather than ignored. A regression suite of roughly 200 automated checks runs across every role, both modes and multiple screen widths. When one page changes, the suite catches whatever quietly broke somewhere else before a customer finds it.

Questions, answered