We help businesses build systems that turn strangers into customers, customers into loyal advocates, and owners into confident digital operators.
At IndieForged, we don't just build websites or run marketing campaigns—we build independent businesses. By combining strategy, technology and practical training, we create integrated digital systems that help you attract customers, grow with confidence and take control of your own success. Because the best digital solutions are the ones your business understands, owns and can confidently manage.
Our Projects
Swartberg 100
From Passion Project to Proven Growth
In 2016 we launched the Swartberg 100 Gran Fondo, transforming a small gravel cycling event into an internationally recognised race that attracted over 600 riders with family and friends annually, including competitors from Europe and the United States, as well as Formula 1 driver Valtteri Bottas and Olympian Tiffany Cromwell. In its final years, the event generated an estimated R4.5 million each year in economic impact for the town of Prince Albert.
That success wasn't built on big marketing budgets—it was built through experience. Along the way we made the same expensive mistakes many businesses do, spending an average of R25,000 per page insert on magazine advertisements that delivered almost no measurable return. Those lessons forced us to master digital marketing, social media, analytics and customer engagement ourselves.
Today, IndieForged exists to help independent businesses achieve sustainable growth without wasting money on ineffective marketing. We combine decades of business intelligence, software development and real-world digital marketing experience to build systems that deliver measurable results.
Gravel Grinder Tours
GravelGrinder Tours was created to serve a very different audience: South Africa's affluent cycling community seeking premium e-bike and gravel bike experiences. Over eight years we hosted 12–14 fully supported tours annually, welcoming hundreds of riders and their partners to some of the country's most scenic small towns.
Every detail was designed around an exceptional customer experience—from luxury accommodation and renowned restaurants to dedicated medical support, support vehicles and curated partner activities. Our guests included many of South Africa's leading business owners, CEOs and executives, proving that successful marketing is never about reaching everyone—it's about reaching the right people.
Running alongside the Swartberg 100 Gran Fondo, GravelGrinder required an entirely different digital strategy, brand voice and customer journey. Building and managing two distinct digital ecosystems taught us how to tailor messaging, advertising and customer engagement for completely different audiences. That experience remains at the heart of how IndieForged helps businesses find, attract and retain their ideal customers.
The logistical challenge of transporting dozens of bicycles safely between routes ultimately inspired our next venture: the development of the KarooRak, a premium bicycle transport system born from solving a real-world operational problem.
WildForged
When our events concluded, we channelled everything we had learned into building a manufacturing business from the ground up. WildForged was born from solving real-world problems, beginning with the KarooRak—a premium bicycle carrier designed for adventure cyclists who demand a robust, safe solution for transporting multiple bikes into the toughest terrain. We later expanded into the KuierGat, a premium stainless steel smokeless firepit and braai, opening the brand to a broader affluent lifestyle market.
Launching physical products introduced a new challenge once again. We were no longer marketing experiences—we were building a brand, establishing trust, creating demand and converting online visitors into customers. Every campaign, website improvement and customer interaction became measurable, allowing us to continuously refine our digital strategy through data rather than guesswork.
Today, WildForged's digital presence reaches 26,000 monthly active users, achieves an exceptional 47% engagement rate, and our Meta advertising campaigns consistently deliver landing page visits at around R0.40 per visitor. These results are the product of years of testing, learning and refining—not theory.
With the workload of events behind us, we founded IndieForged to help other independent businesses achieve the same success. Our mission is simple: combine decades of business intelligence, software development and proven digital marketing experience to help businesses build a stronger digital presence, attract more customers and grow with confidence.
We don't just advise businesses—we run one. WildForged keeps us immersed in the same digital marketing, social media and business challenges our clients face every day. By continually testing strategies, technologies and systems in our own business, we stay ahead of industry changes and deliver solutions that are practical, proven and built on real experience—not theory.
Founders
John Swanepoel
Principal Consultant
John Swanepoel is a software entrepreneur, business intelligence consultant and digital strategist with more than 30 years' experience helping organisations grow through technology. Having founded, scaled and sold a software company, led Business Intelligence initiatives for South Africa's largest retailers, and built multiple successful businesses, he now helps SMEs develop practical digital capabilities through IndieForged.
Sarah-Mae Swanepoel
Creative and project management
Sarah-Mae Swanepoel has extensive experience in project coordination, operations, administration, and customer relationship management from building multiple businesses alongside her father, including hands-on operations in Wildforged. She managed logistics, volunteer coordination, and administration for the Swartberg 100 gravel bike race, and has built systems to streamline processes, improved team communication and managed complex projects.