Case Studiessquatwolf
Case study

SQUATWOLF boosts AOV and cuts refunds with Tabby

+7%

Increase in average order value

28%

Lower refund rate

CompanySQUATWOLF is a premium gymwear brand that blends function and style for the modern athlete. From Dubai to the world, Squatwolf products are now worn in over 100 countries.
HeadquartersUnited Arab Emirates
IndustryFitness & Fashion
SolutionsPay in 4
ChannelsOnline, In-store
A homegrown brand with global ambition
Founded in Dubai in 2016, SQUATWOLF set out to create performance-focused gymwear that met the needs of serious athletes, something that Wajdan Gul and Anam Khalid felt global brands weren’t offering in the region. What started as a side hustle quickly evolved into a full-time passion, fuelled by long nights, local gym partnerships and a strong community of fitness professionals.
From a few initial SKUs to global shipping in over 100 countries, SQUATWOLF built a brand that resonates far beyond the Middle East.

“

We had no experience in retail. We worked our day jobs and then built the brand at night. At first, we got one order on launch day—and that was enough to keep going.

Anam KhalidCo-founder & COO of SQUATWOLF
Reducing friction at checkout
As SQUATWOLF scaled, one pain point remained: cash on delivery. Common in the region, it created inefficiencies, failed deliveries and operational headaches. To improve the post-purchase experience and reduce friction SQUATWOLF integrated Tabby.
The switch proved transformational.

“

Once we added Tabby our cash-on-delivery rates dropped significantly. People started choosing flexible payments instead—and that meant fewer failed deliveries and better cash flow.

Wajdan GulCo-founder & CEO of SQUATWOLF
The results
Since introducing Tabby’s flexible payment solution SQUATWOLF has seen measurable improvements across key business metrics:
  • Average order value increased by 7%
  • Refund rate dropped by 28%
Tabby also helped SQUATWOLF reach new customer segments, especially shoppers who loved the brand, but preferred not to pay the full amount upfront.

“

Our price point isn’t entry-level. Tabby gives customers more flexibility and helped us grow our audience beyond our typical base.

Wajdan GulCo-founder & CEO of SQUATWOLF
Building for the long haul
SQUATWOLF’s journey is one of grit, iteration, and big ambition. They continue to expand globally, bringing their Dubai-born brand to fitness fanatics around the world.

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