CryoStride

Turn a clinically proven product into a clear, credible, and scalable business.

This meant:

• Translating technical veterinary knowledge into usable communication

• Structuring how the product shows up across environments (clinics, barns, shows)

• Building systems to support growth, not just awareness

​

The Approach

I came in to work directly with the founders to organize what existed, clarify priorities, and build the foundation for how CryoStride operates and grows.

 

1. Product + Positioning Alignment

We broke down the product, its use cases, and its real-world value:

• Laminitis treatment and management

• Immediate cooling and sustained therapeutic benefit

• Usability across vets, trainers, and horse owners

 

From there, we aligned on clear messaging that could translate across audiences without losing clinical credibility.

​

2. Audience Segmentation + Growth Strategy
We defined key segments and how each engages with the product:

• Veterinary professionals

• Equine medical institutions and schools

• Training facilities and barns

• Horse owners via doctor referral

This led to a structured communication model tailored to each group, instead of one generalized message.

​

3. Shopify + Digital Infrastructure
We built a custom Shopify experience designed to support both direct sales and professional engagement:

• Clear product education and usage flow

• Structured customer journeys based on entry point

• Integrated follow-up and tracking systems

The platform wasn’t just a store—it became an operational hub for communication and growth.

​

4. Veterinary Professionals Program
We introduced a dedicated program to segment and grow a high-value network of equine professionals:

• Captures and organizes veterinary contacts

• Builds long-term relationships and repeat engagement

• Creates a scalable database for education, referrals, and product adoption

This becomes a core growth engine for the company.

​

5. Content + Real-World Proof
We focused on showing, not telling:

• In-clinic and in-barn usage

• Ease of application

• Horse response and recovery moments

Candid content reinforced credibility and helped the product live in the environments where decisions are actually made.

​

Outcome

The result was a clearer and more elevated brand presence that helped position Sharrow Marine for continued growth. By making the innovation easier to understand and more compelling to engage with, the work supported a stronger market-facing identity around a category-defining product.