Deadly Dozen – Squarespace Website & Brand
A Squarespace website overhaul, a global Canva template system and big-stage event graphics for Deadly Dozen, one of the big three in fitness racing alongside HYROX and DEKA. Since October 2024, the brand has grown from 5 races in the UK to more than 350 across 44 countries, and our work has grown with it.
Client
Jason Curtis
Deadly Dozen
Industry
Fitness Racing & Events
Services
Squarespace Website, SEO, Canva Templates, Print & Event Graphics
GOOGLE REVIEW
Steven has done an exceptional job on both web development and graphic design over the last few years. He helped build the Deadly Dozen brand, which grew from 5 races in the UK in 2024 to over 350 races across 44 countries in 2026.
★★★★★
Jason Curtis, Founder
Where it started
In October 2024, I entered a Deadly Dozen race. I loved the event, but as a web designer, I couldn't ignore how clunky it was to find a race and book a place. It turned out the site was built on Squarespace, the platform I've used to build more than 150 websites. So I reached out to founder Jason Curtis. It was a rare chance to combine my two passions: brand building and fitness racing.
The website
Jason had built a solid DIY site, but it lacked polish and consistency, and its SEO was holding it back. After a full audit, I worked through the site page by page. I gave it one consistent visual style, restructured the homepage and simplified the path from finding a race to booking it, for first-timers and experienced racers alike. I also set up proper SEO across the site, with each race page structured so Google understands it as an event.
Growing the brand worldwide
As races launched in new countries, the challenge became keeping the brand consistent as so many people promoted it. I designed a library of Canva templates for social media and promotion, now used by race directors in 35 countries. Alongside Chief Media Officer Simon Powner, I'm one half of the Deadly Dozen media team.
The brand on race day
The work expanded to include banners, flags, and printed event materials. The high point was the inaugural Deadly Dozen World Championships at Crystal Palace Athletics Stadium in September 2026. I designed the 6 × 3 m welcome banners, including banners listing the names of all 2,500 athletes.
