the site is nicely laid out and easy to navigate
too many sub-categories, just do men & women and then scrolling (people will buy one/more when all options are right there
there to view with a simple finger, as opposed to press 'man', then pres 'shorts', then maybe look at a tee so press 'man' then find 'tee' and decide if they want long or short sleeved and press that, then decide that tee might look nice with those shorts i saw earlier, now navigate away from the tee and back through the process for shorts, and decide nah the initial thrill is gone and with it the tee they thought about also, their last navigation is the 'x' in the upper right corner
make it simple to get one item or many items, any one item bought results in a simple slide-out showing the purchased item with options to go to cart or continue shopping
the photos are ok, but the action shots look odd in a studio (esp with the chick all dolled up like she's going out on the town)
it just looks like what you call skaters who carried their board around, 'posers'
i don't know if these are stock photos that you added your logo to, or you rented studio/photog, but some shots of the models actually 'exerting' themselves might help your cred
also remember there is a huge market right now for home-based workout machines/routines
so maybe a few shots of people on nordic's or those rowers, etc.
good logo, easy to remember
maybe it is my carpenter kicking in, but i read it as 'x' 'r' 't', like the dewalt line, not 'exert' like you want
could you add a simple tagline under your logo on the site?
'eXeRT to your reward' or something till you make it big and everyone just knows
on another personal thought, i find your main header pic of the squatting lady creepy
