SPINESUIT

2018-CURRENT

WORK DESCRIPTION

Creative Direction
Creative Strategy
Tone Of Voice
Design Strategy
Investor Pitch Decks
Graphic Design
Packaging Design
Retail Design
Product Design

INDUSTRY

High Performance
Compression - Weightlifting
Spine Support Technology
Medical Grade Sports Supports

ABOUT SPINESUIT

Spinesuit® is an innovative performance apparel brand developing LiftForm™, the world's first weightlifting apparel range with integrated spine support. Founded by Australian chiropractor Dr. George Fragopoulos, the brand is driven to maximise human performance while minimising injury risk.

With patents pending, LiftForm™ is bio-mechanically engineered for strength athletes. It helps maintain optimal spinal alignment under heavy loads, enhances proprioception, improves core stability and lifting form, and supports faster recovery between sets and sessions. The advanced targeted compression increases blood flow, and helps stabilise the spine during explosive movements like Olympic lifts, and helps maintain superior posture and technique throughout training.

Crafted from high-performance, moisture-wicking technical Italian fabrics designed to endure the intense demands of weightlifting, LiftForm™ delivers a cutting-edge solution for lifters who want to lift heavier, safer, and longer—while prioritising long-term spinal health.

Spinesuit® is also developing RunForm™, technical running apparel with integrated spine support to optimise running form and performance for runners and endurance athletes. It provides targeted support during dynamic movement to help maintain efficient posture and biomechanics over long distances, reduce impact stress on the spine, minimise fatigue, and help prevent common running-related back issues—empowering athletes to train and compete with more efficiency and confidence.

Spinesuit® is committed to revolutionising back support in strength and endurance sports through rigorous, evidence-based design.

OBJECTIVES

I've worked with George for about six years working on a project that no-one has believed in even though the premise is sound and the science says it's valid. The Spinesuit has been designed to provide a product based solution to reduce back injury. A billion dollar+ industry. The challenge has been to prove consumer demand and proof of function. Originally featured in the ADF catalogue as a spine support garment, this year SPINESUIT was the offical weightlifting suit for the Enhanced Games. It is now the official weightlifting suit for the Singaporean Weightlifting team and SPINESUIT has been asked to the be the official weightlifting apparel supplier to the World Weightlifting Masters in Athens in September, 2026. 

The objective of my engagement was to develop and communicate the proprietary technology and to commercialize the output of the brand into A) a proving ground and B) a high volume consumer market in weightlifting with a view of extending the range into other sports that would benefit from spine support.  

I'm honoured to be part of the team battling a headwind at times. But innovation is sometimes one step at time navigating the best path.