customers migrated from Bold to ReCharge


subscription products offered online


fastest growing supplement subscription company on Shopify


Dr. Josh Axe, DNM, DC, CNS, is a certified doctor of natural medicine, doctor of chiropractic, clinical nutritionist, and bestselling author with a passion to help people get healthy by using food as medicine. In 2010, he founded one of the most visited natural health websites in the world at DrAxe.com, with an online subscription store of supplements and essential oils that features best-selling products such as collagen and bone broth protein™ powder.


When supplement company Axe Wellness (DrAxe.com) made the decision to migrate 14,500 subscribers and 80 subscription products from Bold to ReCharge, they knew it would be a large undertaking. Despite the size of the project and the number of custom requirements, they found it was a painless process thanks to the ReCharge support and development teams who were there for them every step of the way.

ReCharge provided great support throughout the process, as well as a fantastic point of contact (Ana). I felt comfortable sending anyone on our Customer Service team directly to her with questions, without always having to be involved.

Kate Johnson, Senior Director, Digital Marketing & eCommerce, Axe Wellness


As a supplement company, Axe Wellness has always seen subscriptions as a critical component of their business. They encourage all website visitors to sign up for their Subscribe-and-Save program, which offers benefits such as 15% off all purchases, free shipping, VIP customer support, and early access to new products.

Axe Wellness had previously partnered with Bold for the technology to power their subscriptions, but in 2016, Senior Director of Digital Marketing & eCommerce, Kate Johnson, made the decision to move over to ReCharge out of a desire to improve their service experience. With thousands of subscribers to migrate, more than 80 subscription products, and a number of custom requirements — she knew it was going to be a big undertaking.


Knowing that they had a number of custom requirements for their subscription platform — from its visual design, to a one-click upsell option — Kate Johnson hired an eCommerce development agency to manage the technical side of the process internally. Working closely with ReCharge, Axe Wellness and their development agency first shifted the front end experience on the Dr. Axe website over to the new platform — and once that was stable, migrated all 14,500 existing customers.

Throughout the migration process, Axe Wellness knew they could rely on ReCharge to help ensure everything went smoothly. That kind of service experience — which continues today — is exactly what Kate Johnson and her team had been looking for. An added bonus were the much improved reporting capabilities they discovered they were able to take advantage of once on the ReCharge platform.

Having access to ReCharge’s development team was incredibly helpful. Our developer could ask questions directly in a Slack channel, without having to spend additional time going through account managers.

Kate Johnson, Senior Director, Digital Marketing & eCommerce, Axe Wellness

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Migrated to ReCharge with 0 storefront downtime