Gorilla Dirt

Gorilla Dirt isn’t a client project — it’s our proving ground. It’s the outdoor and overlanding gear brand we own and operate, built from zero into a real DTC business, and every service Gorilla Public sells gets battle-tested here first with our own money on the line.

The build is a fully custom WooCommerce theme — classic PHP, no page builders, linted against PHP 8.3 — running on Kinsta with Cloudflare in front. Checkout runs through an optimized FunnelKit flow with GA4 and Meta Pixel tracking wired end to end, so every dollar of ad spend is accountable. Product feeds power Google Shopping and Meta catalog ads, with custom feed enrichment that brands every catalog image automatically.

Behind the storefront is a stack of custom plugins we built because nothing off the shelf did the job: automated returns with scan-based USPS labels, back-in-stock notifications, AI-powered customer chat, smart catalog sorting, fulfillment tracking sync, and more. Several of those plugins performed well enough here that we now sell them to other store owners.

Day to day, we run the whole machine — Google, Meta, and TikTok campaigns, email flows, SEO, product launches, and a newsletter people actually read. When we tell a client a checkout change will lift conversion or a feed fix will cut their cost per sale, it’s because we watched it happen on this store first.

Get Dirty. Stay Dirty.