The Partner for a Hands-On Expert
In 2021, Matt Shorrock, an award-winning personal trainer on the Central Coast, approached Foxie Web Design.2 His business, Eye of the Tiger Fitness (EOTTF), had a strong local reputation 3, but its web presence needed a professional overhaul.
Matt is a hands-on entrepreneur who loves to be involved. He needed more than just a designer; he needed a long-term digital partner who could provide expert support while also empowering him to manage parts of his own site.
The partnership, which began over three years ago with Foxie taking over website maintenance, quickly evolved.5 As Matt’s testimonial notes, it grew to include “SEO optimisation, special projects and not to mention providing access to countless software packages for no extra cost.”.5 This foundation of trust and technical competence set the stage for explosive growth.
Revamping Eye of the Tiger Fitness (The Stewardship)
Our first priority was to transform the EOTTF website into a true business asset. This involved a deep, collaborative partnership.
- Building the Digital Ecosystem: We went far beyond basic “maintenance.” We implemented a full suite of professional tools for security, e-commerce, lead generation (via Formidable Forms), and analytics.5
- Empowering the Client: Knowing Matt wanted control, we provided personalised video tutorials 5 to guide him on everything from publishing blogs to managing his new e-commerce store.5
- Creating New Revenue Streams: We built out a WooCommerce shop to sell Matt’s digital products, creating passive revenue streams for his “High Protein Meals ebook” and “30-Day Vertical Jump Program”.6
- Incubating the Next Idea: As Matt’s passion for basketball grew, the EOTTF site became the incubator for his new venture.
We built out landing pages for his “Eye of the Tiger Basketball Academy,” a precursor to the club that would soon follow.5
We weren’t just Matt’s web designer; we became his on-call digital strategy team.
Launching Iron Tigers Basketball (The Growth Platform)
In early 2025, Matt came to us with his new, ambitious venture: the Iron Tigers Basketball Club.8
The Challenge: Matt had identified a huge gap in the local market. Junior sport was a logistical “hassle” for parents, who were often forced to self-organise teams, find coaches, and manage communications.8
The Vision: Matt’s solution was a “professionally run domestic club” 8 built on a simple, radical promise: “From uniforms and court bookings to coaching and communication, we take care of everything”.10
The Foxie Solution: This “we take care of everything” model could only work if it was supported by a robust, scalable digital platform. Foxie Web Design built that platform from the ground up.
The new irontigersbasketball.com.au website, “Hosted and managed by Foxie Web Design” 11, became the central operating system for the entire club. It was engineered to handle:
Player & Staff Recruitment
E-commerce
A full online shop for uniforms and merchandise.
Complex Logistics
Advanced systems to manage multi-stage expressions of interest, deposits, and payments for club tours and events.12
Operations & Communications
Integrated calendars, news blogs, and internal reporting forms for coaches.11
Explosive, Verifiable Growth
60%
increase in players
246%
increase in personnel
The platform we built was immediately put to the test. The Iron Tigers’ “hassle-free” model was an instant hit, and the club’s growth was explosive.
Here is the verifiable timeline of the club’s first six months:
Launch
The club launched with 15 teams, over 100 players, and 13 qualified coaches.8
January 2025
4 Months
Growth was so rapid that the club announced expansion plans to new venues at PCYC Bateau Bay and Niagara Park.13
May 2025
6 Months
The club had grown to 20 teams, over 160 players, and a total of 45 personnel (27 paid staff and 18 volunteers).14
July 2025
This equates to a 60% increase in players and a 246% increase in personnel in just six months 8—administrative growth that would have crippled a business built on spreadsheets. The digital platform handled the scale without issue.
This remarkable success was quickly validated by local media.
The Partner for What's Now and What's Next
Matt’s story showcases the power of a true digital partnership. He had the vision and the expertise as both an award-winning trainer 2 and a Level 2 Basketball Coach.8 Foxie Web Design provided the scalable technology and trusted support to turn that vision into a verifiable empire.
The relationship was perfectly captured at the club’s inaugural End of Year Presentation Night. Amidst the celebration of players, coaches, and “sponsor and community recognition”, Foxie Web Design was proud to be the trusted tech partner powering the entire event.
This case study is the definitive example of the Foxie Web Design philosophy: We are more than just web designers. We are the trusted stewards for your established business and the expert architects for your next big move.
Case Study: Clean Reference List
Works cited
- New basketball club roars to life on the Central Coast – NBN News, accessed on November 1, 2025, https://www.nbnnews.com.au/2025/08/04/new-basketball-club-roars-to-life-on-the-central-coast/
- Eye of The Tiger Fitness: Personal Training Central Coast, accessed on November 1, 2025, https://eyeofthetigerfitness.com.au/
- Eye of the Tiger Fitness – Personal Trainers & Fitness Training Bateau Bay | Yellow Pages®, accessed on November 1, 2025, https://www.yellowpages.com.au/nsw/bateau-bay/eye-of-the-tiger-fitness-1000002303578-listing.html
- Web Design Central Coast – Foxie Web Design & Marketing, accessed on November 1, 2025, https://foxiewebdesign.com/
- Eye of the Tiger – YouTube, accessed on November 1, 2025, https://www.youtube.com/playlist?list=PLMtGwYIfBNDgOac2Zpp7NYVG8nBg1LUO1
- Personal Training Services – Eye of The Tiger Fitness, accessed on November 1, 2025, https://eyeofthetigerfitness.com.au/services/
- Iron Tigers Basketball Skills Training on the Central Coast of NSW, accessed on November 1, 2025, https://eyeofthetigerfitness.com.au/basketball-skills-training/
- Iron Tigers Basketball Club Roars to Life with 15 Teams in Debut Season, accessed on November 1, 2025, https://irontigersbasketball.com.au/iron-tigers-basketball-club-roars-to-life-with-15-teams-in-debut-season/
- About Us – Iron Tigers Basketball, accessed on November 1, 2025, https://irontigersbasketball.com.au/about-us/
- Iron Tigers Basketball Club Marks Unheralded Success in First Six Months, accessed on November 1, 2025, https://irontigersbasketball.com.au/iron-tigers-basketball-club-marks-unheralded-success-in-first-six-months/
- Programs | Iron Tigers Basketball, accessed on November 1, 2025, https://irontigersbasketball.com.au/programs/
- Unleashed: Seaside classic – Port Macquarie – Iron Tigers Basketball, accessed on November 1, 2025, https://irontigersbasketball.com.au/unleashed-seaside-classic/
- Iron Tigers announce expansion plans – Central Coast News, accessed on November 1, 2025, https://coastcommunitynews.com.au/central-coast/news/2025/05/iron-tigers-announce-expansion-plans/
- Term 3 – Week 2 Wrap-Up – Iron Tigers Basketball, accessed on November 1, 2025, https://irontigersbasketball.com.au/term-3-week-2-wrap-up/
- Basketball club welcomes new young talent – NBN News, accessed on November 1, 2025, https://www.nbnnews.com.au/2025/10/02/basketball-club-welcomes-new-young-talent/
