JUGS Sports

JUGS has been the trusted name in baseball and softball for over 45 years.

Their pitching machines are a fixture in schools, pro clubs, and backyards across the country—widely recognized for their quality, durability, and ease of use. Pair that with an elite sales team that knows how to serve coaches and athletic directors, and it’s clear why JUGS has been the MVP in this space for decades.

However, as JUGS sought to expand into new sports and scale its direct-to-consumer business, it became apparent that its online presence wasn’t keeping pace. The site wasn’t just outdated—it was hindering growth.

Inspired by previous design work from our Chief Creative Officer, Erin Hunt, the JUGS team reached out looking for a partner who could lead a full visual overhaul—someone who could translate the strength and trust of their brand into a modern, seamless online experience.

That’s where the transformation began.

Website

jugssports.com

Platform

BigCommerce

The Challenge

For years, JUGS’ reputation—and stellar customer service—carried the business forward without needing much from their website.

The site was now more than a decade old, patched together with outdated code and hard-to-manage templates. Product details were scattered—often locked inside images or buried in PDFs—and navigation made it hard to surface anything beyond their core lineup.

Internally, even small updates were a hassle. Mobile users ran into bugs. Accessibility compliance wasn’t on the radar. And the site, once an afterthought, was now the one thing holding them back.

Now, they needed a partner who could translate the trust and legacy of the JUGS name into a modern and user-friendly online experience. Which led them to the design team at Above The Fray.

The Solution

What started as a simple redesign quickly evolved into a full-scale transformation.

The original plan was to update the look and feel of the site—modernize the UX, clean up the interface, and give JUGS a digital presence that finally matched their legacy. But once we looked under the hood, it became clear that the frontend wasn’t the only thing stuck in the past.

The existing BigCommerce theme was severely outdated, limiting what the team could do internally and putting the site at risk for performance, accessibility, and compliance issues.

So the project expanded.

We overhauled the site from the ground up—replacing hard-coded sections with flexible widgets, rebuilding navigation to surface more than just baseball products, and ensuring the entire platform met modern standards.

Alongside the design and development work, we led a full content consolidation and rewrite effort across JUGS’ entire product catalog. We sourced details from PDFs, print catalogs, third-party listings—even user manuals—and produced new, search-optimized copy for over 200 products. Every listing was rewritten to fit the new design, communicate clearly to buyers, and support organic discovery across search and shopping platforms.

For the first time, JUGS had a centralized, on-brand content library they could use across every channel.

SERVICES

Discovery

Live Workshops
Code Audit

Design

Brand Refresh
UX/UI Holistic Redesign
Style Guide

Digital Marketing

Product Content Strategy
SEO-Focused Copywriting

Development

Development & Integration
BigCommerce Theme Modernization
Accessibility & Performance Optimization

Project Highlights

With a modern platform, a refreshed brand presence, and fully optimized content, JUGS is now positioned to scale with confidence. The new site doesn’t just look better—it works better for customers, search engines, and the team behind the scenes.