A merch web shop for firefighter culture, founded by a firefighter
FyreWulf is a merchandise brand for firefighter culture, founded by a firefighter. Paceline built the store around it: a shopfront that holds on to the brand's raw feel, print-on-demand behind it, and an admin backend that puts the catalogue, the margins and the orders in the owner's own hands.
The story
FyreWulf started at the fire station. The founder rides out on the truck and saw how much there is to say about the job: the humour on a night shift, the pride in the work, the families waiting at home and the kids who want to do the same one day. Out of that came a brand for anyone with a connection to the fire service — whether you ride out yourself, love someone who does, or simply respect the trade.
The brand was running on an off-the-shelf sales platform and had hit its limits: the design stayed within what a theme allows, and there was no view of what each item actually left behind. What was needed was a store of its own that looks the way the brand sounds, and where the owner can reach every switch.
Near-black, fire-engine red and heavy display type give the brand the room it deserves. A running slogan banner, a product grid that filters by category and size without reloading the page, collection pages, and a hidden 'Station Exclusives' that only opens with the crew code in the footer — a nod to the station.
The cart slides in from the right, so nobody loses their place in the shop. Payment runs through Stripe with iDEAL, Bancontact and card. Shipping is quoted live for the real delivery address at the print partner and shown VAT-inclusive straight away: the amount in the summary is the amount that gets charged.
Behind a login with two-factor authentication live products, variants, size charts and collections. The catalogue comes from the print-on-demand partner: items, colours, sizes and product photos are pulled in and checked daily against the current cost price. Alongside it sit discount codes, newsletter subscribers, orders with refunds, and sales figures with the margin per item.
Ruby on Rails with Hotwire and Tailwind, MariaDB as the database, hosted on a European server with daily backups. The shop defaults to English with Dutch behind a switch, and the brand's own words stay English in the Dutch version too — that's part of the brand.
Services
From first sketch to a running production environment — under one roof.
Complete Rails applications that do exactly what your process needs — from a sleek web app to full-fledged business software. Not an off-the-shelf package that almost fits, but software that grows with your organisation.
Stripe, iDEAL and Bancontact, including webhooks that process payment status reliably. From one-off payments to recurring invoicing flows.
Web applications with roles and permissions: from a coaching academy to a client portal. Everyone sees exactly what is meant for them.
Connections with calendars (iCal), maps, PDF generation or your existing systems. Data flows automatically to where it's needed.
Docker containers on European servers — your data stays within the EU, no US cloud. With monitoring, updates and daily cloud backups that keep 30 days of snapshots, so your database is always safe — and changes go live in minutes, not months.
Got a site that feels dated? We bring it right back up to speed with a fresh, modern restyling built to the latest web standards — fast, accessible and pixel-sharp on every screen.
Fast, accessible interfaces built with Hotwire (Turbo + Stimulus). The smoothness of an SPA, without the complexity and maintenance burden.
Full-fledged web shops in Rails: a product catalogue with variants and stock, a smooth cart and a secure checkout. Including a gated admin backend with two-factor authentication — from storefront to order fulfilment.
Make your data securely available to AI systems. Alongside classic REST APIs we build MCP servers (Model Context Protocol), letting assistants like Claude, Copilot and ChatGPT work directly with your application — under your control, with your roles and permissions.
Portfolio
No demos or mockups — from our own business software to websites for clients, all really in production.
Business support software you configure yourself
Website and learning environment for sports clubs
From GPX ride to museum-grade poster
A merch web shop for firefighter culture, founded by a firefighter
A cinematic one-pager for a rock band
20+
years proven, future-proof
Full-stack
from database to interface
100%
built and managed in-house
Approach
Clearly scoped, steady pace, always in sight of where we stand.
Free and without obligation. All the room to go through your ideas, wishes and process — and explore together where software can make the difference.
A clear scope with a fitting quote: a fixed price where possible, an honest time estimate where bespoke work needs room. You know upfront where you stand.
Short iterations with visible results every week. Course corrections are always possible — keeping the direction sharp.
Deploy to production, monitoring and further development. One point of contact, also after launch.
About Paceline
Paceline Software builds custom web applications from Someren, in the Eindhoven region — from modern websites to complex ERP and maintenance-planning (MJOP) systems — and brings that experience together in its own products like MeSyncFlow and RouteFrame. Small and independent, with deliberately few layers between you and the code.
Paceline Software
Software for the long run, built at pace.
You talk directly to the developer who builds your software. No account managers, no translation layers, no noise.
Ruby on Rails and Hotwire: mature, maintainable technology that has been running production for twenty years — and will be ten years from now.
From first pixel to deploy: one steady point of contact who oversees the whole project and is accountable for the result — no handoffs between departments.
Contact
Briefly describe what you have in mind — we'll respond within one business day.
Prefer to email directly? info@pacelinesoftware.nl