Who Does Fleo Use for Warehousing & Fulfillment?

Fleo uses ShipBob as their primary third-party logistics (3PL) and fulfillment partner.

Introduction to FLEO: Athletic Apparel for the Fitness Community

Founded in 2013, FLEO is a specialized athletic apparel company that creates premium strength training garments for CrossFitters, weightlifters, and powerlifters. Based in Spring, Texas, this activewear brand has built its reputation on combining vibrant, eye-catching designs with high-performance fabrics that provide unrestricted movement during intense workouts.

What began as a small operation with founder Babs King handling design and sewing has grown into a thriving ecommerce business with a passionate following in the fitness community. FLEO's philosophy centers around the belief that "fitness is about having fun, feeling free and living in the magic," which is reflected in their product design approach that prioritizes both function and expression.

With a commitment to domestic manufacturing, FLEO produces all their apparel in the United States, supporting local production while maintaining strict quality control over their high-turnover inventory. Their product line has expanded beyond their signature shorts to include leggings, sports bras, tops, and sweatshirts, all developed with the principle of "wear, wash, repeat" in mind.

Why FLEO Needed to Optimize Their Fulfillment Strategy

Despite their successful organic growth trajectory, FLEO encountered several significant challenges as their business expanded:

• Rapid scaling demands: When FLEO's business doubled and then tripled in size, their previous fulfillment center couldn't keep pace with their growth.
• High inventory turnover: With new products launching 1-3 times every month, FLEO required a fulfillment partner with efficient inventory management capabilities and flexible SKU creation processes.
• Concentrated sales periods: FLEO's business model involves concentrated sales volume on just a few days each month, creating fulfillment spikes that their previous solution couldn't handle effectively.
• Order accuracy issues: Customers occasionally entered incorrect information at checkout, requiring a fulfillment partner that could quickly and easily make order corrections.
• International expansion needs: As FLEO's customer base grew globally, they needed affordable international shipping options to serve customers worldwide.

These fulfillment challenges threatened to limit FLEO's growth potential and impact customer satisfaction. The company needed a 3PL provider with the technology, flexibility, and scalability to support their unique business requirements.

The ShipBob Partnership: Solutions and Implementation

After researching various options, FLEO partnered with ShipBob to resolve their fulfillment challenges. The partnership introduced several key solutions:

1. Technology integration: ShipBob's seamless integration with FLEO's Shopify Plus website allowed for automatic order processing and streamlined workflow.
2. Inventory management: ShipBob's system facilitated easy SKU creation and inventory restocking, essential for FLEO's frequent product launches.
3. Order correction flexibility: The partnership enabled quick corrections for orders with customer-entered errors, improving customer service.
4. Strategic fulfillment location: FLEO gained access to ShipBob's Dallas fulfillment center, allowing quarterly visits for quality control and relationship building.
5. International shipping: ShipBob provided cost-effective global shipping options, supporting FLEO's international customer base.

The implementation process was designed to minimize disruption to FLEO's operations while establishing the infrastructure needed for scalable growth. ShipBob's technology-driven approach eliminated the need for FLEO to hire a dedicated program manager, creating immediate operational cost savings.

Quantifiable Results and Benefits

The partnership between FLEO and ShipBob has delivered impressive results across multiple areas:

• Sustained growth: FLEO has maintained 30% year-over-year growth since partnering with ShipBob, indicating the fulfillment solution's ability to scale with the business.
• Peak season performance: During the critical Black Friday/Cyber Monday weekend, FLEO successfully processed and shipped two months' worth of normal unit volume without disruption.
• Operational cost savings: The implementation of ShipBob's technology eliminated the need for a dedicated program manager position, reducing overhead costs.
• Improved inventory management: With ShipBob's systems, FLEO can now efficiently manage their high-turnover inventory and frequent product launches.
• Enhanced customer experience: Faster shipping times, improved order accuracy, and better international service have all contributed to a superior customer experience.

These measurable improvements have enabled FLEO to focus on product development and marketing rather than logistics challenges, further fueling their growth trajectory in the competitive athletic apparel market.

Key Lessons for Other eCommerce Brands

The successful partnership between FLEO and ShipBob offers valuable insights for other eCommerce businesses looking to optimize their fulfillment operations:

1. Technology integration is critical: The seamless connection between FLEO's Shopify Plus store and ShipBob's systems eliminates manual processes and reduces errors. Brands should prioritize eCommerce integration capabilities when selecting a 3PL partner.
2. Scalability matters more than initial size: FLEO's experience demonstrates the importance of choosing a fulfillment partner that can grow with your business. Even if current needs are modest, selecting a 3PL with capacity for expansion prevents disruptive transitions later.
3. Access and visibility create confidence: FLEO's ability to visit ShipBob's Dallas facility quarterly helps maintain quality control and build relationship trust. Brands should consider geographic proximity and transparency when evaluating potential fulfillment partners.
4. Flexibility accommodates unique business models: FLEO's concentrated monthly sales and high product turnover require unusual fulfillment patterns. Their success highlights the importance of finding a 3PL that can adapt to your specific business rhythm rather than forcing standardized processes.

These lessons emphasize that fulfillment should be viewed as a strategic partnership rather than just an operational necessity. The right 3PL relationship can become a competitive advantage that enables sustainable growth.

Is ShipBob Right for Your Business?

While ShipBob has clearly been an excellent match for FLEO's needs, eCommerce businesses should consider several factors when evaluating whether this 3PL provider might be right for their specific requirements:

• Business size and growth trajectory: ShipBob is particularly well-suited for growing small to mid-sized eCommerce businesses with ambitious expansion plans.
• Technology requirements: Companies that leverage platforms like Shopify, Magento, or BigCommerce will benefit from ShipBob's strong integration capabilities.
• Product characteristics: Brands selling standard-sized, non-perishable items like apparel will find ShipBob's order fulfillment process optimized for their needs.
• Order volume patterns: Businesses with variable or seasonal demand patterns should explore ShipBob's flexibility for handling volume fluctuations.
• International aspirations: Companies looking to expand globally can leverage ShipBob's international shipping capabilities and distributed inventory network.

To determine if ShipBob is the ideal partner for your business, consider using a 3PL matchmaking service that can evaluate your specific needs against multiple providers' capabilities.

Final Thoughts: The Strategic Value of the Right Fulfillment Partnership

FLEO's experience with ShipBob demonstrates how the right fulfillment partnership transcends basic logistics to become a strategic asset. By solving FLEO's specific challenges around inventory management, order processing flexibility, and scalability, ShipBob has enabled the brand to focus on its core strengths: designing innovative athletic apparel and building community within the fitness world.

For eCommerce businesses facing growth limitations due to fulfillment constraints, FLEO's success story provides a compelling case study in the transformative potential of finding the right 3PL partner. The 30% year-over-year growth FLEO has maintained since partnering with ShipBob reflects not just operational improvements, but a fundamentally stronger business model built on reliable, scalable fulfillment infrastructure.

As the eCommerce landscape continues to evolve, brands that treat fulfillment as a strategic priority rather than an afterthought will be better positioned to deliver exceptional customer experiences, control operational costs, and sustainably scale their businesses. Whether your company resembles FLEO in its growth trajectory or faces different challenges, investing time in finding the right fulfillment partner can yield dividends far beyond efficient shipping.

To explore whether ShipBob or another 3PL provider might be the right fit for your business needs, consider exploring profiles of Texas-based 3PLs or using a matchmaking service to identify potential partners based on your specific requirements.