Scaling a Calgary Medical Device Manufacturer: Fractional Growth Partnership with XLEG
How a Calgary-made medical device got a premium storefront, a clean measurement layer, and an AI-search foundation most competitors haven't started
“I truly enjoyed working with Cynthia, she has great energy and quickly helped get me on page 1 of Google! If you are a small business or startup in need of SEO, website optimization or want to kickstart your digital footprint, Cynthia can help.”
Reid Robinson — Founder & Inventor, Robinson Exotech Corp. (XLEG)
The company
XLEG is the world’s only true hands-free wearable crutch alternative — invented in Calgary by Reid Robinson, FDA- and Health Canada-registered, and insurance-eligible when prescribed. A genuinely differentiated product with real demand and years of sales behind it.
The Challenge
Founder-led manufacturers reach a familiar point on the way to scale: the product is proven and the sales are real, but the digital side hasn’t caught up — and the pieces that exist aren’t connected to each other. For XLEG the stakes were higher than a typical storefront, because the same digital presence has to earn the confidence of three different audiences at once: patients buying directly, the clinicians who recommend the device, and the distribution partners that come with scaling into B2B.
That was XLEG’s moment when we started:
- The measurement layer was incomplete. no Search Console, overlapping Google Ads accounts, analytics that couldn’t answer basic questions
- Organic visibility was under-built in a category with very specific, high-intent search language
- AI search was an open flank. XLEG wasn’t surfacing in ChatGPT, Copilot, or Perplexity, despite being the category originator
Reid didn’t need another vendor executing isolated tactics. He needed a growth partner who could set direction and work alongside him.
The engagement
Reid selected the Growth Partner plan: strategic marketing and business development leadership, working alongside Reid — covering digital marketing strategy, website and SEO improvements, content strategy direction, email marketing setup, full configuration of XLEG’s Google tools stack, and Shopify work including Agentic Commerce.
The operating principle: build the foundation, not one-off tactics.
What we built
Strategic direction, documented. A complete Digital Marketing Strategy Brief — positioning, branding, tone of voice, and channel strategy — plus a prioritized Full-Funnel Audit & Growth Checklist that became XLEG’s operating roadmap.
A website that matches the product. A redesign to premium, clinically credible standards — a storefront a buyer feels confident spending $995 on — including a full domain migration executed to preserve search equity.
Analytics and infrastructure, properly set up. Search Console from scratch, Google Ads consolidated into one clean setup, Business Profile verified, and the Shopify stack audited and streamlined. Unglamorous — and the highest-leverage work in the engagement.
SEO for a high-intent clinical category. Keyword research built around how patients and caregivers actually search, plus content structure, image optimization, and blog content aligned to it.
AI-search visibility, ahead of the category. Agentic Commerce alongside the Shopify Knowledge Base — structured product data and FAQs that give ChatGPT, Copilot, and Perplexity accurate information to draw on. A foundation most competitors haven’t begun to build.
Conversion and funnel optimization. Funnel analysis identified checkout as the clearest leak — so we audited the friction, overhauled product page structure, and installed an abandonment recovery stack.
Email marketing built for a medical category. A value-first email capture system designed with the psychological sensitivity a recovery audience requires, plus a documented newsletter strategy ready to build out.
Why it worked
A great product and an engaged founder. Reid knows this device and market better than anyone — working alongside a founder that invested makes the strategic work meaningfully better.
Systems over tactics. Find the bottleneck, build the system, make it measurable, document it so it survives.
Fractional leadership, not a vendor relationship. Strategy and execution in the same pair of hands, at a fraction of the cost of a full-time marketing director.
If you’re a founder-led manufacturer with a proven product and a digital presence that hasn’t caught up, this is exactly the engagement for you.
Let's talk about your growth
I work with a small number of companies at a time as a fractional growth partner — strategy, direction, and hands-on execution, without the cost of a full-time hire. If you want your marketing foundation built properly and made measurable, let’s have a conversation.
No pitch deck, no obligation — a 30-minute call about where your growth is stuck.